Have you ever had one of those days where every tapered baguette fell neatly and perfectly into place, or where every supplier’s order arrived on time and with the right quantity and sizes, or where every customer makes a purchase, and they choose the most expensive item they are shown?
No, me either.
But I am heartened by the fact that Valentine’s Day is right around the corner, and as jewelers, this has to be our favorite holiday of the year. The other holidays often allow gifts of clothing or electronics, but Valentine’s Day celebrates only one thing, and love, affection, and commitment is honored exclusively with jewelry.
Chocolate says you haven’t noticed how hard I’ve been working at the gym and you don’t care about my blood sugar. Flowers are tossed out by mid-week. As I always say, if its not measured in carats, its not really a Valentine’s Day gift. And, savvy retailers will remind their customers that the wrong gift can get you dumped!
So, it shouldn’t be hard over the next few days to convince your customers to mark this special holiday with a present that will last forever, a gift of precious jewelry. And, for your customers in the early stages of a relationship, the appropriate piece of jewelry can send just the right message. For those customers not in a relationship, a self-purchase is a great idea to get through the holiday, and maybe add a bit of mystery to your life as your friends wonder who your secret admirer might be and why you haven’t shared any information with them as of yet.
For years, The 24 Karat Club has been helping retail jewelers help their customers by offering scholarships to further their training and education. Knowledgeable jewelers assist their customers in making well informed and confident choices that are appropriate for the occasion and budget.
I hope you are planning to attend the SJTA Show next month in Atlanta so that you’ll have the opportunity to meet many of the members of The 24 Karat Club and ask about the many scholarship opportunities that might be available to you, your staff, or someone you may know.
Happy Valentine’s Day to everyone from The 24 Karat Club, and despite what I said about watching your blood sugar and jewelry being the only gift for the holiday, I’m always open to a box of chocolate covered cherries from any secret admirers.
Howard Kelrick is President of Finger Mate and a board member of The 24 Karat Club, SEUS. Finger Mate manufactures and installs expandable ring shanks and sells to retail jewelers throughout North America. Contact Howard at 954-458-2700 or e-mail Howard@FingerMate.com.
