Look Book

S U M M E R 2 0 17 P U B L I S H E R ' S L E T T E R Though many are still enjoying summer fun as this issue prints, know the fourth quarter will soon be a reality. Retailers are already lining up trunk shows and special appearances for the fall, along with plans for new and exciting designs for custom- ers to shop. Being a jeweler myself in northern California, I'm consumed, too, with holiday sales preparations and trying to decide which lines and pieces my cus- tomers will best respond to. While there's certainly a drill for seasonal strategizing— plan early, for starters—it's still easy to get swept up in day-to-day operations and for- get a few simple but effective moves to facilitate sales. The fi rst tip is basic, for sure: remind sales associates to greet everyone with a smile. (It's easier said than done when you're multitasking!) Next, empower your associates by giving them the line knowledge they need to introduce new designers and collections. How can staff- ers get excited about pieces—and moti- vate shoppers to buy—if they don't know backstories? These actions are just as important as having a beautiful store fi lled with eye-popping designs and beautiful décor. To further jump-start sales, we've packed this issue with holiday-focused tips. Get insight from Peter Smith on how a simple bracelet sale can turn into a big-ticket sale, and discover clever holiday marketing ideas from peers nationwide, courtesy of Jennifer Heebner. For eye candy, we pro- vide pages of pearl jewelry—a favorite of mine—that are always a classic and should be in every woman's jewelry box. Plus, colored stone jewelry is trending, and we provide ample selections, from classic to contemporary, that are sure to top many a woman's wish list. Also important for merchants to remem- ber: that jewelry is magical! As in any long- term career, you can forget what makes your business so special. That's why it's important for us, the jewelry retailers, to never underestimate the mesmerizing power of a diamond's sparkle, the deep- seated emotions stirred by viewing a gem's complex colors, or the landmark impor- tance surrounding the fi rst piece of jewelry that someone ever owns. The excitement and anticipation of the giver and the pure delight of the recipient drive home memo- ries that become ingrained in our fondest recollections. Right now, I can still remember the fi rst piece of jewelry that my dad gave me; I was 10 years old and he traveled to Brazil and brought me back a ring. I remember the anticipation of opening the box and feeling so special—that memory is engraved in my mind, and the emotions fl ood back in recollection as if I were reliv- ing that day. Emotions, beauty, and the art of giving and receiving are a huge part of what jewelry is about, so connect with your customers and help them make these memories with their loved ones, not only during the holiday season, but every day. I guarantee you, they will become your customer for life. 14 www.thejewelrybook.com Happy Holiday- Prep Time! Omi Privé

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