Holiday Tips

Dreaming of a "Black" Christmas

It is not too early to start planning for the year-end holiday season. The following are a few tips to help make sales even greater.

Embrace techno-marketing
A testament to the continued growth and strength of the online marketplace is that online retail consumer spending year-to-date has passed the $100 billion mark, accounting for about 7 percent of U.S. retail spending (excluding gas, autos, and food). An examination of online holiday shopping in 2006 reveals tremendous sales growth as consumers have become more confident in buying luxury items online. The high-ticket categories experiencing the biggest increases over 2005 were jewelry and watches with a 66 percent gain, according to comScore Networks, Reston, Virginia.

Jeff Pierce, director of marketing for the New England jeweler, Von Bargen's is a proponent of the many marketing opportunities the Internet
and other communication technologies offer. Von Bargen’s went online in 2004, and two years later it initiated e-commerce. It has also added a direct e-mail program to its marketing mix. “Online advertising, AdWords campaigns, paid search, Search Engine Optimization, meta-tags and spiders—the opportunities are endless and technology is fast-changing,” says Pierce. “To remain viable, we have to understand where all this technology is taking us.” Although Internet advertising (excluding paid search) represents 6.5 percent of the total U.S. advertising spent in 2006, this will undoubtedly rapidly change. Pierce suggests jewelers continue their current strategy, while developing one new area of marketing at a time, i.e. Blogs (frequent online publication of personal thoughts and web links), Social Networking (online communities where people share opinions, review, and recommend products), In-Game Advertising (the heroes and heroines of today’s video games can be seen driving and running down streets lined with real—and for a price—brands/stores), or Mobile Advertising (text messaging, interactive voice response, and mobile-friendly web pages and games).

Holly Wesche Conn of Wesche Jewelers in Melbourne, Florida also advocates email marketing, including e-newsletters, e-vites, e-announcements, and e-cards for all occasions. She says email is the preferred method of communication for many people, and a benefit for the jeweler because it is cost-effective, and immediate. Regarding e-newsletters, Conn says there are two ways to go: hire a professional or do-it-yourself for which she recommends visiting constantcontact.com.

‘Tis the Season to Boast Your Ethics
It is during the holidays that we find most charities aggressively pushing their causes. So, why not earmark this time of year to promote all you do to be a socially responsible company? “Ethical practice is not a way of doing business. It is our business,” reminds Vicki Cunningham of Cunningham Fine Jewelers in Oklahoma City. She advocates jewelers become proactive in their communities and make every effort to stay well informed. Undoubtedly, the concept of sustainability is gaining momentum globally and nationally. Cunningham advises jewelers to consider these questions: “What are the issues that affect us? Are you and your staff prepared to answer your customers’ questions? What are other jewelers and suppliers doing with regard to responsible business practices and sustainability?” She advocates joining the Council of Responsible Jewelry Practices as it encompasses a range of social concerns that affect the jewelry industry.

Concepts like Socially Responsible Business Practices and Fair Trade are becoming mainstream with increased media coverage about green issues and fair labor practices, adds jeweler Marc Choyt, president of Relective Images in Santa Fe, New Mexico. “The trajectory of Whole Foods, Patagonia, or The Body Shop, is significant. I know people who refuse to buy jewelry right now for ethical reasons and I’m planning on making them my customers. This customer base will grow as global warming and a host of other problems become flash points that drive consumers to shop their values.” Choyt advocates offering fair trade and socially responsible eco-jewelry to separate your store from the competition and attract foot traffic from a segment of society that might not come into your store to look for a gift. “The people who merge values and purchasing decisions are not so concerned about the cheapest price, and they often want to buy locally.”

Get your own house in order
Remember the basics as you prepare for the holidays, says Susan Eisen of Susan Eisen Fine Jewelry in El Paso, Texas. “Be sure all the inventory you have received is logged into the computer, and analyze what extra pieces you may need. Start polishing pieces in September so they look nice for the season. Re-clean all displays and replace the ones that are old and damaged. Try to change up your decorations from previous years to give a fresh look for the new holiday. Update your customer lists so sales associates can start calling.

Eve Alfillé of Eve Alfillé Fine Jewelry in Evanston, Illinois notes that during the holidays, it helps to move customers through your store quickly as they expect speedy service. “It is helpful to group items by price range, and train new staff to know where to find something quickly when someone has a specific price in mind. If you have a website, have a laptop handy where the staff can show the customer items arranged by price. Teach employees to include an enclosure with a brief listing of the materials in the gift. “Aunt Millie may not know that the pretty pearl bracelet she is getting has a 14K gold clasp, or that the pink beads between the pearls are tourmalines.”

Let the public know of your extended holiday hours well in advance. “We also show this in our ads, and train the staff to mention it up to two months prior to the holidays,” adds Alfillé.

Wear the jewelry you sell everywhere you go. If you don't, you're missing great marketing opportunities. When people ask you about what you’re wearing, you'll have the chance to tell them about your business and the jewelry you sell. Equally important, have your staff wear your jewelry in store, as it will help customers visualize the possibilities.

Bring your jewelry to your clients. Consider co-hosting holiday home jewelry parties with your best customers. Cater a party with a guaranteed minimum attendance and show your best gift items, but also bring a few spectacular pieces and arrange in-store private viewings for those who wish to see a greater selection.

Add Body Jewelry to your line. This is a strong market that not many jewelers serve. Providing an offering in this product category will open your store to a greater audience, especially younger clientele, for both gift and self purchase.

So dash away, dash away, dash away all. It’s time to start planning this year’s most profitable holiday windfall.