CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
IndependentsJun 21, 2016
Column: The ‘Thinking Error’ Holding Jewelers Back
Jewelry store owners who view themselves first and foremost as jewelers are making a big mistake, writes Jim Ackerman.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
It’s a classic story …
Third-, fourth-, fifth-generation jewelers, working out of the same space their great-grandparents did, generating about the same mediocre income, married to the business and the business is running their lives, not the other way around.
This in a market where “newcomers” have taken root and surpassed them in sales, profit and reputation, in seemingly no time.
And this phenomenon isn’t limited to multi-generation jewelers. The same malaise burdens the majority of jewelers, regardless of when, where or why they got into business. There just seems to be a “glass ceiling” beyond which they cannot grow.
Why? And what can be done about it?
The problem is “stinkin’ thinkin’.”
Make no mistake about it. What you think and feel about the nature of your business and your role in it has a greater impact on your ultimate success than anything else. More so than your:
location;
experience;
qualifications;
history;
lines of merchandise;
ability to design or appraise; and
affiliations with any group.
You see, as an owner, if you see yourself as a jeweler, you are frankly seeing yourself wrong.
Not that you can’t or shouldn’t perform some “jeweler functions” but seeing your role as “jeweler” is exactly the “thinking error” that is limiting you.
Bill Warren runs a shop in the miniscule North Carolina berg of Hudson, population 4,000. From that town he routinely generates more than a million dollars a year.
But it wasn’t always that way. Not too long ago, Bill’s revenues were less than half that. In his own words:
“I thought if I was the best jeweler, people would come. They didn’t. Then I thought if I was the best designer people would come. They didn’t. So I thought if I was the best appraiser people would come. They still didn’t. Finally, when I decided to become the best marketer, the best businessman, they came. And they’ve been coming ever since.”
You see, the thought process that turned Bill and his business around was the realization that he is not a jeweler. He now knows that he is a marketer of jewelry, gemstones and jewelry-related products and services.
That simple, even subtle, shift in thinking made all the difference.
When you own the business, your first and foremost responsibility is to bring in business. You can find people to do the other things, but if you don’t have bodies coming in the door, there is no way to
put dollars in the till.
That’s not to say they receive no education whatsoever. Most will attend free education sessions at trade shows. Trouble is, a collection of one-hour sessions, while perhaps idea-stimulating, can only be rudimentary at best, leaving the jeweler with lots of ideas of what to do, but few on how to do it.
Marketing consists of a collection of skills. And the development of skills requires an investment of time and practice. There are no shortcuts.
So I suggest you dedicate yourself to mastering a basic set of skills to dramatically improve your ability to run the real engine that drives your enterprise--marketing.
Begin by setting aside a minimum of 30 minutes a day to study marketing principles, strategies and tactics, and to develop them in your enterprise. This should be the same half-hour or more each and every business day, and the standing rule in your store should be, “Unless the building is burning down, I cannot be disturbed during this time.”
This is a regular appointment you hold with yourself. Respect yourself enough to honor it.
Second, access a source of marketing know-how. Books and audio trainings are good. Special seminars and workshops are better. Ongoing help from a coach or consultant might be best.
Third, seek both feedback and accountability. Feedback is expert critique from people who know marketing. (Sharing your ideas with your staff is OK, but their reactions are more opinion than feedback. They are valuable, yes, but must be valued appropriately.)
Accountability is having someone hold your feet to the fire, e.g. giving you specific assignments with specific deadlines. It’s not too different from having deadlines for completing a design or repair job. But, in the long run, it is far more important.
Are you courageous enough to face your fears of marketing and take this advice? If so, it will signal a turnaround from “stinkin’ thinkin’” to “streakin’ thinkin’” and you’ll be amazed to see what happens to your business, and how quickly.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp, to be held this September. National Jeweler readers can get more information about the event and download a free report here.
“Marketing consists of a collection of skills. And the development of skills requires an investment of time and practice. There are no shortcuts.” -- Jim AckermanUnfortunately, most jewelers avoid their marketing duties. They don’t just delegate those responsibilities, they abdicate them. They wait for media sales reps to tell them when and what to promote. Some pawn off their marketing responsibilities to an underling. Even more devastatingly, they avoid any investment in learning about marketing or in improving their marketing skills.
That’s not to say they receive no education whatsoever. Most will attend free education sessions at trade shows. Trouble is, a collection of one-hour sessions, while perhaps idea-stimulating, can only be rudimentary at best, leaving the jeweler with lots of ideas of what to do, but few on how to do it.
Marketing consists of a collection of skills. And the development of skills requires an investment of time and practice. There are no shortcuts.
So I suggest you dedicate yourself to mastering a basic set of skills to dramatically improve your ability to run the real engine that drives your enterprise--marketing.
Begin by setting aside a minimum of 30 minutes a day to study marketing principles, strategies and tactics, and to develop them in your enterprise. This should be the same half-hour or more each and every business day, and the standing rule in your store should be, “Unless the building is burning down, I cannot be disturbed during this time.”
This is a regular appointment you hold with yourself. Respect yourself enough to honor it.
Second, access a source of marketing know-how. Books and audio trainings are good. Special seminars and workshops are better. Ongoing help from a coach or consultant might be best.
Third, seek both feedback and accountability. Feedback is expert critique from people who know marketing. (Sharing your ideas with your staff is OK, but their reactions are more opinion than feedback. They are valuable, yes, but must be valued appropriately.)
Accountability is having someone hold your feet to the fire, e.g. giving you specific assignments with specific deadlines. It’s not too different from having deadlines for completing a design or repair job. But, in the long run, it is far more important.
Are you courageous enough to face your fears of marketing and take this advice? If so, it will signal a turnaround from “stinkin’ thinkin’” to “streakin’ thinkin’” and you’ll be amazed to see what happens to your business, and how quickly.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp, to be held this September. National Jeweler readers can get more information about the event and download a free report here.
More on Independents
The Latest
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ AwardPaola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las VegasThe entrepreneur and “Shark Tank” star will share his top tips for success.
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ PendantThe Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated StoreThe jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day CampaignThe “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.
