Trace Shelton is Editor-in-Chief of INDESIGN Magazine and Contributing Editor of INSTORE. His current favorite topics to cover include social media, marketing, and store environment, but you could also get him excited about merchandising and sales if you’ve got something new to say.
17 years ago when I began working as a copywriter for Williams Marketing, an ad agency specializing in small businesses (especially jewelry stores), media choice was fairly straightforward. There was print (newspaper and magazines), and there was what we called “intrusive media” (radio and television). My boss at that time, Roy Williams, was a big proponent of the power of sound to influence people even when they weren’t paying attention.
This isn’t another one of those sales advice columns urging jewelry retailers to build value in your diamond product while remaining firm on price. While that’s great advice, it’s a difficult game to play and ultimately, potentially, a losing proposition in business. Independent retailers do not have the buying power that Blue Nile or large corporations have. So if you’re selling commodities against them – and that includes diamonds; we’ve done it to ourselves by claiming they can be completely nailed down through technical measurements – you’re fighting an uphill battle.
How much thought have you given to your seating options for customers?
Looking for the next big idea that could take your business to the next level? I’ll wager you can find it at next week’s SMART Show. I’m sure you’ve seen the promotions about retail environment expert Paco Underhill, but don’t sleep on Friday’s lunchtime speaker David Kepron or Sunday’s keynote speaker Bryan Eisenberg. These guys are going to give you something to chew on.
SMART Jewelry Show attendees, be warned: Steel your minds, lest your thoughts be read by Karen Hollis of K. Hollis Jewelers (a.k.a. Madame Mental Image from INSTORE’s lead story on “Super Jewelers”). I’m only kidding, of course – her mental powers only extend to custom jewelry clients. But her business savvy goes well beyond the realm of custom creation, so if you’ll be in Chicago, be sure to make this Friday morning session at 9 a.m., hosted by yours truly.