Calendar: June 2012

BY THE INSTORE TEAM

Published in the May 2012 issue

JUNE

There was a time when dads asked for a little peace and quiet and maybe some socks on Father’s Day — and the kids were happy to oblige, with the socks at least. No more. Dad’s Day is catching up to Mother’s Day as a retail event (an average spend of $140 versus $106 on Dad). As always, the gift-giving theme remains “personal but practical” which makes a watch the perfect gift ... (oh, hang on — who wears a watch to tell the time anymore?). Never mind, surveys show 80 percent of men wear more than two pieces of jewelry. Make sure your staff are putting a range of ideas in front of gift buyers.

01 June is National Iced Tea Month. So get out some tall glasses, prepare some double-strength tea and ice cubes and via your Facebook page or a casual email invite your customers to drop by. Seriously, who could resist a low-pressure, low-calorie nudge like that, especially with the mercury climbing?

12 Got communication or collaboration problems in the store staff? On the 25th anniversary of Ronald Reagan’s challenge to Soviet leader Mikhail Gorbachev to “Tear down this wall,” introduce your own airclearing, silo-destroying initiative, but with a 21st-century Twitter-inspired twist. Here’s an idea from inc.com: Every week, ask everyone in the store to send you a note containing three or four bullet points, no more than 140 characters each. They should list: What they are working on, what they need, what they are worried about. Write them up in one packet and circulate. Won’t take you more than a few minutes and will keep information flowing.

14 Salute the Stars and Stripes. Wrap yourself in it and get out your flag pins. Highlight it in your list of upcoming events in your mailer. Flag Day is coming.

16 Psychologist Steven Smith, one of the leaders in the study of skill accumulation, has noted that few people can juggle six tea cups, but that anyone could actually learn to do it if they had the inclination and some training. As productivity guru David Allen nicely puts it: “You can do anything, but not everything.” On World Juggling Day, choose what it is you really want to achieve this week.

17 Today is the 40th anniversary of the Watergate arrests. Mark the day by doing something conspiratorial-feeling but useful: Shred those boxes of old financial papers and bank statements piled up in your filing cabinet or study. You don’t need them and will never look at them. Do it in the evening, under the light of one bulb. Very Liddy.

20 If you can remember the Summer of Love ... well, we hate to make a point of it, but you must be in your 60s by now. Our point being (given that we too are on crumbling age ground), time may have passed, but the mythology still burns, which makes the cultural touchstone a great inspiration for a summer party. Maybe a trunk show with a vintage feel, a designer inspired by earth issues. Another option: A Lucy in the Sky of Diamonds Sale. June is also The 45th anniversary of the release of Sgt Pepper’s Lonely Hearts Club Band.

21 On Baby Boomers Recognition Day, invite members of America’s most populous generation (there are 76 million of them) to indulge themselves (yes, once again). A point to note: Some 11,000 baby boomers turn 50 each day. Invite some of them in for a party.

22 Take Your Dog to Work Day? We’ve got a better idea — Put Your Dogs to Work Day, because those hounds have been lying around for too long in your cases. You know the saying — every dog has its day. Today’s that day.

27 Pageant Season is in full bloom across the country at high schools and social clubs. Offer to supply or sponsor the winner’s tiara — now that’s top-of-the-head product placement!

28 In the last year, Maryland, New Jersey, New York and a string of other states have passed legislation supporting same sex marriage. That should make Gay and Lesbian Pride Month an extra celebratory one this year. Do your research early to see what you can get involved in (There are activities planned in almost every city, from parades to film festivals.) The gay market is an under-appreciated one. There’s gold at the end of that rainbow.

TARGETS: June birthdays, couples celebrating their 30th anniversary, beach/sea lovers, women with white or gray hair
FEATURE: Organic
EMOTIONAL BENEFIT: Tranquility, assurance

David Epstein
gembuying.com

COMPETITION BRING IT ON!

OUR LEAD STORY in May 2002 offered ways to beat the competition. Our nascent Brain Squad ranked the threat of the Internet/TV shopping channels fourth (we lumped them together) behind other independents, jewelry chains and other luxury products.

DESCRIBE HER
Gary Gordon of Samuel Gordon Jewelers in Oklahoma City, OK, offered this tip when selling to a lone male customer: Ask him to describe his wife or girlfriend physically. It helps bring the purchase out of the abstract.

GIRL POWER
A 2001 study said single women could control 60 percent of the wealth in the U.S. by 2010. The 2008 slump may have stunted their rise, but what have you done lately to attract self-purchasers?

THE RULE OF PEARL The JVC reminded readers that the Federal Trade Commission requires pearls that are farmed to be preceded by the word “cultured.”

ANNIVERSARIES
50 YEARS

JAMES & WILLIAMS JEWELERS, BERWYN, IL

James & Williams Jewelers was founded in a 600-squarefoot space in 1962 to serve the quiet Illinois town of Berwyn. Over the intervening half century it has grown into a 4,000-square-foot fullservice jeweler that offers fine jewelry, watches and giftware. “Throughout the years, we have learned the true value of our customers’ loyalty,” says owner William S. Hlavacek, Jr. “Most of our business relationships have developed into friendships … we are extremely thankful.”