Peter Smith: 9 Store Manager Archetypes
Smith details the types of store managers he’s encountered, with the goal of helping retailers find a person who’s a fit for their store.

Despite not being in the “recruiting game,” it’s not a stretch for them to imagine I might have a few contacts given my decades in the business.
If I were to cast my memory back far enough, I’ve likely been responsible, directly or indirectly, for a great many new marriages in the jewelry space. And, by default, a few divorces too, since most recommended managers likely were gainfully employed by other jewelers at the time they changed companies.
The question of whether I can help find a manager, nonetheless, intrigues me every time.
On the surface, it seems straightforward—“They’ve got a jewelry store that needs a manager!”
Alas, it’s never quite that simple.
A prospective store manager can look very different to two different businesses, and that’s not always for the reasons we might think.
Of course, a million-dollar store will look very different than a $30 million store.
The volume of the latter, with its higher-profile and branded environment, may require more formality from its personnel, and, perhaps, more relevant experience in branded spaces.
A higher-volume store with more people might also require a history of managing larger teams, not to mention the added complexity of handling multiple personalities (sometimes in the same person … don’t get me started!).
When it comes to managing people, smaller-volume stores can have their own unique challenges.
While managing three employees versus managing 12 or more is an entirely different undertaking, the smaller environment can often require more of a jack-of-all-trades manager with a comfort level in tighter quarters and potentially more personal relationships.
Smaller-volume stores also rarely enjoy the luxury of employing a non-selling manager, given the all-hands-on-deck nature of those businesses. Larger-volume stores can often deploy more specialized personnel to cover the various parts of the business.
The definitions of what a store manager might look like for a business have more variations than there are days in the week, and while there’s always danger in being reductive with descriptions, I have noticed a few consistent archetypes during my career.
These classifications are not mutually exclusive. Some stores may have, or need, a manager with a combination of these definitions.
Some, as you will see, are profiles you should work hard not to hire, but knowing they exist (and working to avoid them) may save you a lot of grief down the road.
Once you’ve identified what is most important to your business, build a profile and a thorough prospecting, interviewing, and onboarding process to help identify and hire that profile.
Note: This list is gender agnostic. I’m using “he” and “guy” as placeholders for consistency.
Safe Hands Guy
This is the guy who looks the part. He will align nicely with your cultural norms (never underestimate the power of culture fit) and will keep things ticking over without really effecting change.
He is easier to manage than others, but he can frustrate you because innovation, creativity, and risk-taking are not traits that come easily to him.
He can work well in a business that is resistant to change and, yes, there are lots of those businesses, even if many of them don’t know it.
The Difference Maker
This guy wakes up ready to execute new and exciting, albeit sometimes scary, initiatives.
He is an “ideas” dude, excited to learn and resistant to inertia and status quo.
If your business has been stuck in the mud for years and needs a good shake-up, he’s your Huckleberry.
He may not cross every “t” or dot every “i,” but he’ll make things happen.
Sales Guy Masking as a Manager
He is a salesperson with a set of keys and the responsibility for hiring, firing, and making schedules.
He became a manager because of the ego drive that made him successful in sales, and the manager role is the end game, with a title and extra money. The job of actually managing is less interesting to him.
Operations Guy Masking as a Sales Guy
This guy wants to spend as much time in his office and behind the scenes as he can.
He loves busy work, paperwork, and problem-solving.
He is neither a great salesperson (what, me? Sales?) nor a good manager (this business would be great if it wasn’t for all these employees!).
He is reliable and decent, but he would prefer not to get his hands dirty on “sales-y” stuff and he is not inspiring anyone to drive business or better themselves.
Everybody’s Friend
This guy just loves everybody. He’s got the Duchenne smile down pat, shakes hands and kisses babies for sport, and knows all the lingo.
He won’t hire anyone with an ounce of baggage, visible tattoos, or a modicum of drive. And he won’t fire anyone for anything.
Most importantly, he should never be trusted to select the Spotify playlist unless you want to listen to showtunes all day.
The Taskmaster
This guy was raised eating glass and spends his day thinking about ways to piss people off.
He craves power and is capable of full-on dictator mode, believing that everyone’s out to cheat him.
His mantra is to inflict mental calluses on everyone to toughen them up. He is the answer to degenerate salespeople everywhere and, in his world, all salespeople are degenerates.
Don’t Rock the Boat Guy
This guy goes through his day trying not to be noticed. He specializes in pained expressions, especially when anyone asks him to step outside his comfort zone.
His idea of innovation is changing his lunch routine occasionally. He’ll never get into trouble and his closest allies are inertia and stasis.
Everything Before Me Was Stupid Guy
This guy is determined to save the world, one decision at a time.
He wonders how the team got dressed in the morning prior to his arrival, and he is a master practitioner of both eye rolling and deep exhales.
He courageously bears the weight of his savior complex and wishes people in his orbit would recognize the considerable burden he carries daily in service to humanity. I mean, the store.
I Know Everything About Jewelry and Nothing About People Guy
He has his industry credentials on the wall and on his business cards. He can “refractive index” you to death even if you just came in to pick up a repair and he might even speak complicated timepieces even though you don’t sell watches.
Product nuance to him is like a seance to a psychic. But people? Well, they’re a complication too far.
You might add others, but these ones exist, and they impact their respective stores in profound ways, some for the good and others, unfortunately, for the not-so-good.
Before you decide to hire a store manager, give serious consideration to what your business needs most at this moment and in the near future.
Once you’ve made that decision, hire for that.
Happy retailing.
The Latest

These earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.

Two experts share how artificial intelligence tools can help retailers run a more efficient business.

Kentaro Nishimura, who has been with the pearl company since 1997, has been promoted to president and CEO of Mikimoto America.

“America Telling Time: 150 Years of Bulova” explores the storied history of the American watchmaker.


An across-the-board tariff of 10 percent remains in place for all U.S. trading partners, except China.

Brigette Pheloung and Tania Sarin, and their mothers, star in the campaign wearing medallions they co-designed.

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

LeVian is remembered for her unwavering commitment to her family, community, and helping others.

The retail show is open to the public and will run July 24-27.

Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.

The new store in the upscale Iguatemi São Paulo mall is the storied brand’s first flagship in Brazil.

The pieces span from the Art Deco period to the 1970s and will go up for auction at the Paris Jewels sale later this month.

The Grammy-winning singer-songwriter, who is set to perform at Coachella this month, also debuted a curated selection from the brand.

The introductions include the Land-Dweller, Rolex’s first new model since 2012, as well as several new dials for its classic timepieces.

Cowlishaw earned a degree in horology after serving in World War II, working at one of the first Zales stores in Tulsa, Oklahoma.

Bonhams will offer the “Kat Florence Lumina” at its May 22 jewelry auction.

In March 2022, the men went into a jewelry store in Beverly Hills and smashed the display cases with sledgehammers and crowbars.

The 51 unique watches from Sotheby’s three-day sale and immersive exhibition all found buyers, with the top lot selling for $229,955.

The company has acquired Australian jewelry insurance provider Jewellers Loop.

Beau Lotto’s immersive presentation will be a blend of neuroscience, art, and entertainment.

A pink topaz Belle Époque pendant-brooch and a Victorian Egyptian Revival choker were also highlights at a recent Anderson & Garland sale.

The event, which will co-locate with the Monterey Bay Jade Festival, will bring education sessions focused on jade to the United States.

The charm is a celebration of springtime as April showers bring May flowers with the piece’s cluster of diamond raindrops.

The National Retail Federation expects retail sales growth to return to pre-pandemic levels as consumers continue to face inflation.

The 4-carat, old mine brilliant-cut diamond engagement ring was co-designed by Willis and New York City-based brand Karina Noel.