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Manager's To Do

Pick Up a Light Cube, Record a New Phone Message and More To-Dos Ahead of the Holidays

Also, go back over end-of-season plans not just to maximize sales but also to protect your margins and cash flow.





Nov. 5-11

CUSTOMER SERVICE Holiday-party season is here. Consider offering “loaner jewelry” to your best customers. You’ll need to work out the insurance aspects beforehand.

MARKETING Look for a wedding show to attend. Prep pouches of candy to attach to your business card.

ONLINE Mobile devices are expected to drive about 70 percent of all Christmas-related retail traffic this year. Test your website and any apps to ensure the customer experience on tablets and phones is working as well as on desktops. It often doesn’t.


Nov. 12-18

STRATEGY Before it gets crazy, go back over your end-of-season plans, and not just to maximize sales but also to ensure your margins and cash flow are protected.

MARKETING Pick up a light cube. They can do wonders when it comes to email or text requests for photographs of jewelry. It’s even more important these days, given the customer may share any photos with friends.

ADVERTISING Advertise your expensive pieces everywhere, especially on outdoor billboards. “People remember those magnificent pieces. And they associate the high-end items with your store, which is good for branding,” says Sissy Jones, owner of Sissy’s Log Cabin in Pine Bluff, AR.

Nov. 19-25

OPERATIONS Thanksgiving is on Nov. 23. Hold a decorating party one night after work or on a Monday (if your store is closed that day). Play music, order pizzas and have fun!

PERSONAL Go splurge on a new work outfit. Looking fabulous and sharp sets a mood for the holidays that both customers and staff feed off.

MERCHANDISING Pre-choose 12 jewelry items as your designated holiday gift suggestions and place them in your showcases with gift-wrapped boxes, says display expert Larry Johnson. “Be sure the suggested items cover all merchandise categories and range in price from high to low. You’ll sell more of these items, so price them at full margin.”


Nov. 26-Dec. 2

CLEANING Set up a steam cleaner in your diamond ring area, so staff can quickly steam the stones when they take them out for a presentation. It’s also a cool show for your customers.

OPERATIONS Record a new message for your telephone to reflect the holiday season. Don’t forget to mention your gift cards. If it is possible to buy them off your website, tell customers that “even though our doors are closed, you still have an option to buy a gift.”

BACK ROOM Stock the store fridge with healthy, quick-to-eat items for when you only have time to grab a hurried bite. Make sure the coffee pot is working and you are stocked with coffee, creamer, etc.

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“Every One of Them Said, ‘Go with Wilkerson.’”

There are times when decisions must be made. For Joe Cheslock, owner of Sycamore Jewelers in Midlothian, VA for the past 25 years, the time had come. He had to decide whether to renew a five-year lease. Instead, he called Wilkerson to handle his store’s going-out-of-business sale. Why did he select Wilkerson? “I talked to retailers from around the country to get their advice. Every one of them said, ‘Go with Wilkerson.’” And he’s glad he did. Cheslock says he was amazed by Wilkerson’s organization and attention to detail. Of course, as a store owner, it was hard to let others do the heavy lifting, but he’s glad he did. “Wilkerson did everything they said they would and more. They follow through and they’re respected in the industry. I now see why.”

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