Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Les Olson Jewelers: a hands-on operation
    Les Olson Jewelers: a hands-on operation
    Merger With a Mission
    From hard knocks to soft landing in new store
    Saban Onyx helps independent retail jewelers get fancy
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Christie’s to auction Bleu Royal
    Hardrock Summit wraps in Denver
    Christie’s to auction Bleu Royal
    ISG awarded Certificate of the Combat Flag
    Artistry, Ltd. releases 2024 catalog
    Artistry, Ltd. releases 2024 catalog
    $2 million in 2021 GIA Scholarships available
    GIA’s Carlsbad Campus receives School of Excellence and Excellence in Student Services Awards
  • Podcast
    Inside the Generational Legacy of David Douglas Diamonds
    Episode 42 -Doug Meadows, Inside the Generational Legacy of David Douglas Diamonds
    An-Inspiring-Tale-Behind-50-Years-of-Jewelry-Design-and-More
    Episode 41 -John Atencio, An Inspiring Tale Behind 50 Years of Jewelry Design and More
    Episode 39 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    Episode 40 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 39 -Frederick Mannella, The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Technology Meets Our Values
    Episode 37 – Kyle Bullock, Technology Meets Our Values
    A Pandemic-Born Success of Two Jewelry Visionaries
    Episode 36 – Brooke and Chase Brinson, A Pandemic-Born Success of Two Jewelry Visionaries
    Jewelers Helping Jewelers
    Episode 35 – Aleah Arundale, Jewelers Helping Jewelers: Connection, Support, and Success
    Must-Know Facts About RDI’s Rare & Forever Natural Diamonds
    Episode 34 – Christy Davidson, Must-Know Facts About RDI’s Rare & Forever Natural Diamonds
  • Columnists
    Applied Marketing 101: The Next Big Thing
    Applied Marketing 101: The Asteroid Approaches
    The Story Behind the Stone: Oops there it is!
    Image of Chuck Koehler
    Cool New Things from the Atlanta Jewelry Show
    Image of Chuck Koehler
    The Retailer’s Perspective: It’s Springtime in September
    Barbiecore Bling! Are you in?
    Joel McFadden Fine Jewelry
    Successful Custom: The Customers View
    Holiday Sales Success: A multifaceted marketing approach
    Holiday Sales Success: A multifaceted marketing approach
    International School of Gemology’s The Sindhi and the Suitcase
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
  • Featured
    • All
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Sponsored Content
    • Supplier Spotlight
    Les Olson Jewelers: a hands-on operation
    Les Olson Jewelers: a hands-on operation
    Merger With a Mission
    From hard knocks to soft landing in new store
    Saban Onyx helps independent retail jewelers get fancy
  • Latest News
    • All
    • COVID-19
    • Furry Friends
    • Industry Awards
    • Industry Events
    • NRF
    • On The Move
    • Other News
    • Tradeshow News
    • Video
    • What's New
    Christie’s to auction Bleu Royal
    Hardrock Summit wraps in Denver
    Christie’s to auction Bleu Royal
    ISG awarded Certificate of the Combat Flag
    Artistry, Ltd. releases 2024 catalog
    Artistry, Ltd. releases 2024 catalog
    $2 million in 2021 GIA Scholarships available
    GIA’s Carlsbad Campus receives School of Excellence and Excellence in Student Services Awards
  • Podcast
    Inside the Generational Legacy of David Douglas Diamonds
    Episode 42 -Doug Meadows, Inside the Generational Legacy of David Douglas Diamonds
    An-Inspiring-Tale-Behind-50-Years-of-Jewelry-Design-and-More
    Episode 41 -John Atencio, An Inspiring Tale Behind 50 Years of Jewelry Design and More
    Episode 39 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    Episode 40 -Brittany Jones,95 Years of Excellence and Legacy of JF Jones Jewelers
    The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 39 -Frederick Mannella, The Rise of Luxury Handbag Trend in Jewelry Stores
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Episode 38 – Kevin Patton, Gem-preneur Family Legacy of Pattons Fine Jewelry
    Technology Meets Our Values
    Episode 37 – Kyle Bullock, Technology Meets Our Values
    A Pandemic-Born Success of Two Jewelry Visionaries
    Episode 36 – Brooke and Chase Brinson, A Pandemic-Born Success of Two Jewelry Visionaries
    Jewelers Helping Jewelers
    Episode 35 – Aleah Arundale, Jewelers Helping Jewelers: Connection, Support, and Success
    Must-Know Facts About RDI’s Rare & Forever Natural Diamonds
    Episode 34 – Christy Davidson, Must-Know Facts About RDI’s Rare & Forever Natural Diamonds
  • Columnists
    Applied Marketing 101: The Next Big Thing
    Applied Marketing 101: The Asteroid Approaches
    The Story Behind the Stone: Oops there it is!
    Image of Chuck Koehler
    Cool New Things from the Atlanta Jewelry Show
    Image of Chuck Koehler
    The Retailer’s Perspective: It’s Springtime in September
    Barbiecore Bling! Are you in?
    Joel McFadden Fine Jewelry
    Successful Custom: The Customers View
    Holiday Sales Success: A multifaceted marketing approach
    Holiday Sales Success: A multifaceted marketing approach
    International School of Gemology’s The Sindhi and the Suitcase
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • Digital Magazine
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archive
No Result
View All Result
Southern Jewelry News
No Result
View All Result
Home Columnists

The allure of “The Magic Bullet”

"Diamond" Bill Warren by "Diamond" Bill Warren
July 2, 2014
Share on FacebookShare on Twitter
Reading Time: 6 minutes

How many of you have had this thought: “Some day my jewelry store will be humming with biz and when I get there, I can lay back and just watch the profit roll in. All I’ve got to do is find the magic bullet to get me there!”

Yes, I’m guilty of thinking this thought more than once, and its something I often hear from other jewelers. So many of us think that “when we get there” we can lay back, take it easy and not have to push so hard.  Well friends, I don’t have a magic bullet to give you, but perhaps I can share a few things that will make your biz more fun and more profitable!

Over the years I’ve found that life in my store became easier for me when I gave my marketing a Systemized Approach. In other words, I’ve found a process that brings a steady stream of customers in my store on a reliable basis simply by following a regular pattern. Rather than trying for a “one shot hits all” approach (there is no such thing), I’m constantly hitting different segments of my customer base all of the time.

One thing that accounts for many sales in my store is every Monday morning I come in thirty minutes early, and using my EDGE POS system, I send everyone who made a purchase the week before a “Thank You” postcard which has a gift certificate for $25 or more on one side.  Its amazing how many folks bring these cards back in and redeem the gift certificate within a month or so. I’ll bet you could do something like this!

On the 10th day of each month, I again come in a few minutes early and using the same POS system, I determine who my clients are that have an Anniversary or Birthday in the following month.  I then send these folks a “Happy Birthday” or “Anniversary” postcard with a gift certificate in whatever amount I choose (often anywhere from $50 to $100). 

Both of the methods outlined above regularly bring our store 25-30 clients who make substantial purchases each month. It costs very little to do this, yet it brings in what I call “Easy Money” because this is something easy that all jewelers should be doing, but very few do!

Another thing that I have found to be a business builder is the use of Facebook. Almost every morning I post a special, birthstone info, announcement of new lines or humor to our Fan Page. Although I don’t think I could live on what I bring in from it, it does add $4000 – $5000 in sales to our bottom line each month. Not too bad for something that is basically FREE!

And, oh yes, lets not forget e-mail – the first social media!  Typically every Wednesday or Thursday I send a newsletter with quality content for my clients including sales/event announcements, specials, etc. to our e-mail list of nearly 4000.  You do have an e-mail list, don’t you?

In collaboration with another SJN/MAJN columnist and friend Brad Simon, I’ve entered the world of Text Marketing, which has already produced some eyebrow raising results. The best thing I like about this form of marketing is that it hits your client right away on their smartphone!

So as you see, there isn’t just “One Magic Bullet,” but a combo of many methods. My clients often comment that they constantly hear about our store and see us everywhere – which is just what I want! And the best thing is it doesn’t have to cost a fortune to do this!!

Yes, I do still use billboards to our advantage at times, and I do use a bit of local radio to supplement my other methods as well. However, the best things I’ve found to work in bringing clients in my door is to reach them directly and multiple times!

By way of news, I am giving a seminar at the upcoming Atlanta Jewelry Show on Saturday, August 9th from 2 until 3:15 on “How To Have A Huge Black Friday Event.”  If you have ever wondered how you can get the BIG crowds in your store on Black Friday, then you don’t want to miss this seminar!  I’ll show you how we consistently bring 300-500 people in our doors the first 2 hours we’re open. I hope to see you there.


Bill Warren, DDJM (The Doctor of Dynamic Jewelry Marketing) owns a successful jewelry store in the western NC mountain town of Hudson. Bill speaks to many jewelers organizations/associations on the subject of jewelry store marketing. He also consults one on one with jewelry store owners helping them improve their business. If you’d like to reach Bill call 828-729-1020 or e-mail  goldman86@bellsouth.net  Visit his blog at www.warrenmarketing.blogspot.com.

"Diamond" Bill Warren

"Diamond" Bill Warren

“Diamond” Bill Warren is the founder & creator of the Ultimate Jewelers Mastermind Group, Diamond Bill Marketing, The Diamond Bill Marketing Podcast and Radio Show as well as author of “The Fastest Way to a Full Recovery” & “The Ultimate Jeweler’s Success Guide.” You may contact him via diamondbillmarketing.com or at bill@diamondbillmarketing.com.

Related Posts

Applied Marketing 101: The Next Big Thing

Applied Marketing 101: The Asteroid Approaches

September 18, 2023

The Story Behind the Stone: Oops there it is!

September 18, 2023
Image of Chuck Koehler

Cool New Things from the Atlanta Jewelry Show

September 18, 2023
Image of Chuck Koehler

The Retailer’s Perspective: It’s Springtime in September

September 13, 2023

Latest News

Industry Events

Hardrock Summit wraps in Denver

September 20, 2023
Other News

ISG awarded Certificate of the Combat Flag

September 20, 2023
What's New

Artistry, Ltd. releases 2024 catalog

September 20, 2023

Other News

GIA’s Carlsbad Campus receives School of Excellence and Excellence in Student Services Awards

Christie’s to auction Bleu Royal

GN Diamond’s 100% Guarantee takes the risk out of stocking up on diamonds and finished jewelry

Applied Marketing 101: The Asteroid Approaches

Noble announces expansion of showcase and store design division

Submission open for 2024 JCK Industry Fund grants

Southern Jewelry News

© 2023 Southern Jewelry News.

Additional Information

  • About
  • 2023 Jewelry Trade Shows & Events
  • Media Kit
  • Contact
  • Sitemap
  • Newsletter Signup

Get Social with Us

No Result
View All Result
  • Featured Articles
    • Featured
    • Featured Retailers
    • Retailer Roundtable
    • Supplier Spotlight
    • Sponsored Content
  • Latest News
    • What’s New
    • Industry Events
    • Tradeshow News
    • On The Move
    • Other News
    • Furry Friends
  • Podcast
  • Columnists
  • Classifieds
  • Subscriptions
    • Newsletter Signup
    • Print Subscription
  • DIGITAL MAGAZINE
    • Southern Jewelry News
    • Mid-America Jewelry News
    • Archives

© 2023 Southern Jewelry News.