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JA members share tips for successful holiday

November 18, 2008

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New York--In a news release issued by Jewelers of America (JA) on Tuesday, a number of JA member stores shared tips on how they plan to approach what many say could be an exceedingly difficult holiday season.

Their advice: focus on customer relationships and keep a positive attitude.

"It is really easy to get caught up in the negative news of the day, and it's important for retailers not to reflect the negativity when a client comes in the store," said Michael Pollak, chief executive officer of Hyde Park Jewelers, with stores in Colorado, Arizona and Nevada. "We're in the celebration business, and people have many things to celebrate over the holidays; that's where the focus needs to be."

Pollak said this season, he'll be focusing on reinforcing customer relationships, and he encouraged other jewelers to be proactive when it comes to getting customers in the door.

At B.C. Clark Jewelers, Coleman Clark said he'll focus on reaching out to his store's top customers.

Normally, the Oklahoma City jewelry store sends out a no-strings-attached gift certificate to the top 5 percent of its customers. This year, to increase foot traffic, the store probably will expand that to include the top 10 percent.

Other tips JA members shared include:

--If possible, get involved in giving back to the community. The investment is appreciated and recognized by customers in these tough times.

--Consider measures such as a hiring freeze, not hiring additional staff to handle gift-wrapping, limiting overtime or renegotiating existing contracts to cut costs.

--Recognize consumers might have less to spend this holiday season and adjust your inventory to reflect this change.

For more retail insight from JA members this holiday season, sign up to receive the free "Thriving in 2008" e-newsletter at Jewelers.org.
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Culture and Lifestyle | Holidays

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