Trace Shelton

Trace Shelton

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.

Write on Tuesday, 15 July 2014 Published in Customer Service

What’s even better than beer at a jewelry event? A brand new, locally-brewed beer, introduced by the brewer herself. That was the hook for D&H Sustainable Jewelers’ event in their hometown of San Francisco. More than 50 people attended, and what I love about this event was that it was all about building community.

Write on Monday, 07 July 2014 Published in Customer Service

Many companies are jumping on the Instagram contest bandwagon these days, but Swarovski has added a great twist that retailers could learn from and adapt for your own social promotions. It’s simple yet so much better than the usual “tag your photos with our contest name” promotions.

Write on Monday, 30 June 2014 Published in Customer Service

For most jewelers (except in vacation areas), July is a slower business month than others. The good news is, that makes July a perfect time to do some of the things you don’t have time to do at other times of the year. Here are a few things you might consider tackling while you have time this month.

Write on Monday, 16 June 2014 Published in Customer Service

Last summer, bridal brand Ritani made news with its web-driven initiative to channel online consumers into brick-and-mortar retailers by allowing them to design a ring online and then see it in the store with no strings attached. At this year’s JCK Show, Ritani president Brian Watkins shared with me the company’s next paradigm-changing innovation, an iPad app that not only helps retail sales associates sell, it also allows store owners and Ritani to track performance and collaborate to improve results.

Write on Tuesday, 10 June 2014 Published in Customer Service

The jewelry pieces submitted for entry into the Couture Design Awards competition are the best of the best that the show’s designers have to offer. And because they’re all displayed together, I make it an annual exercise to walk the hall and look them over carefully, snap photos, and see what these pieces indicate about the influences and trends currently at work in the world of designer jewelry. While this overview doesn’t even come close to showcasing all of the fantastic pieces I saw this year, it does at least highlight some of the groupings that indicate trends that could sell in your store in 2014.