I''m going to be working with/for my little jeweler man!

[Upgradable]

He''s such a sweet guy. Been in business since the mid-70s, first selling gemstone beads and such from India and Asia here in the states, then has had his own shop selling jewelry. He has a very small, one man operation, and needs some holiday help. His health hasn''t been very good. And since the economy has been in such a slump, he really wants some ideas on how to better present his business and merchandise to the community. He wants me to help him with presentation, developing a strategy to crack into newer markets (which for him means email listings and weekly specials).

He''s asked me what kind of compensation I would like, hourly? commission? project based?

I''d love input on what you think would attract customers into a small shop, with decent location but very little current word-of-mouth reputation. Prices are VERY good compared to other local (higher scale) or chain stores. I think the niche would be "Personality Pieces" created with stones he has in stock (the mind boggles!) or semi-custom using commercial mounts.

Please give me some suggestions!

 

[ksinger]

Date: 11/3/2009 6:53:10 PM
Author:Upgradable
He''s such a sweet guy. Been in business since the mid-70s, first selling gemstone beads and such from India and Asia here in the states, then has had his own shop selling jewelry. He has a very small, one man operation, and needs some holiday help. His health hasn''t been very good. And since the economy has been in such a slump, he really wants some ideas on how to better present his business and merchandise to the community. He wants me to help him with presentation, developing a strategy to crack into newer markets (which for him means email listings and weekly specials).

He''s asked me what kind of compensation I would like, hourly? commission? project based?

I''d love input on what you think would attract customers into a small shop, with decent location but very little current word-of-mouth reputation. Prices are VERY good compared to other local (higher scale) or chain stores. I think the niche would be ''Personality Pieces'' created with stones he has in stock (the mind boggles!) or semi-custom using commercial mounts.

Please give me some suggestions!

Well, I just want to know where this paragon IS.

Don''t I recall that you''re in my neck ''o the woods? (I was hanging out and drooling in Valerie Naifeh''s this weekend...I have stones that need mounting.)

 

[Upgradable]

Oooo..... I forgot you''re in OKC. Little shop in Brookhaven Plaza in Norman.

 

[ksinger]

Ah! Yes, I don''t get down Norman way very often, (when we do it''s usually to visit Forward Foods), but perhaps I shall make a trip in the near future. There should be no jewelry store unvisited in my world.

 

[wolftress]

Hi Upgradeable,

In my previous life as a journalist for a fine jewellery magazine, I researched and wrote a story about how best to market small ''mom and pop'' jewellery stores. I interviewed a marketing expert who suggested that attractive, themed window displays would be the best way to draw in crowds during busy ''shopping'' seasons like christmas and valentine''s day

If the store is in a good location and gets lots of good pedestrian traffic, I think interesting window displays will entice people to go in, and once they''re in there and see how attractive the prices are, chances are they will recommend the store to friends.

Hope this helps!

 

[Upgradable]

Wonderful, Wolfy! That''s just the kind of info I was hoping for. This store''s window displays are sorely lacking. Definitely NOT inviting people in. Coolio!!!

 

[VRBeauty]

Uppy:

This sounds like a great arrangement all the way around! He gets the benefit of your insight, diamond know-how, energy, and relative youth, and you get to spend some quality time around jewelry, gemstones, and his knowledge. A dangerous (to your pocketbook) but wonderful arrangement! I hope you''re able to agree on the terms.

Unfortunately, I have no idea what those terms should be... but perhaps they could include some sort of reward for an increase in foot traffic through the store?

NPR had a story recently about what small town business centers should do to stay afloat in the current economic situation. As I recall, it echoed what Wolftress said -- use attractive displays to draw shoppers in. Consider approaching the owners of neighboring storefronts to encourage them to decorate for the holidays as well. As I recall, the story specifically talked about doing something to put window displays in empty storefronts, so shoppers are encouraged to explore the street in the first place.

 

[D&T]

Uppy that is fantastic!!! what a great way to enjoy jewelry even more

and help out! When I worked in a department jewelry store our compensation was very minimal hourly but commission included. I can't remember my tier breakdown, but there were different categories and percent commission. ie: solitaire diamond ring was 4%, watches, silver, chain 3%, gemstone rings 5% etc... (I don't quite remember what the exact figures are but just to give you an idea of my tiers) hope that helps

 

[Diamondbug]

Oh oh.... I am in Edmond, can''t believe they are fellow Okies on the board. I will have to visit this little store..... Merry Christmas to me, Merry Christmas to me.... hehehe

Oooo can''t wait.

 

[HopeDream]

A little mom and pop store near my neighbourhood offrs a $5 watch battery replacement which I think brings in a few folks.

Other common jewellery store perks include free cleaning in an ultrasonic cleaner, or free checking for loose stones

I wonder if your jeweller would be willing to offer a mini gemology course through a local rec. center or even hold sessions in his shop?
He could show off his fine gem collection to those interested, and perhaps develope some new client relationships.

A monthly "how to buy an engagement ring" tutorial might be good for the young men in the area too.

Or maybe the shop could have an open house? Advertise it in the paper, show people around the bench, give them a slice of cake, make them feel welcome.

Another store in our area has a window display which incorporates a digital photoframe that cycles through different images of custom work that has been done.

Good luck!

 

[autumngems]

As wolftress said themed windows.
Christmas is coming so I would do something like white silk background and showcase the colors of reds and greens with some white and yellow gold sprinkled in. I think it would be a hit.
Ohhhh, just imagine, rubies, spinels, emeralds, tsavorites and more.................