MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
OtherOct 22, 2013
Ready. Set. Go.
Ellen Fruchtman of Fruchtman Marketing shares tips on how jewelers can survive and thrive this holiday season.
Ellen Fruchtman is founder and president of Fruchtman Marketing, a full-service agency headquartered in Toledo, Ohio, representing independent jewelers, jewelry manufacturers, jewelry designers and trade organizations throughout the United
What’s your preference this holiday season: surviving or thriving? When so much of the retail jewelry business depends on this very important time of year, it's easy to feel anxious and stressed. How you mentally approach the season could result in a self-fulfilling prophecy. Your level of preparedness will make the difference between surviving and thriving. Let's be honest, it's not like it doesn't come around the same time every year. And yet, many of you are feeling frenzied; are just beginning to sit down and think about your promotions, events and the like, in October! If you are reading this article today, you don't have much time to make it happen.
You can do it and here are some tips to help you survive and thrive:
Chances are your staff might be feeling the pressure, too. I'm pretty sure most people don't relish long nights and seven days a week. So, how about a pep rally (for lack of a better term)? We have Fruchtman Fridays every now and then: some booze, snacks and bonding. They become more frequent in the 4th quarter, but do happen all year long. I'm pretty sure it happens more when I'm gone and I'm totally for it! Granted, you can't roll out the bar at 2:00 PM on a Friday, but you can host a small get-together after hours (in-store or at a location) for a little unwinding before the madness. A toast to the team and a bit of rah-rah might go a long way.
Along with the cheerleading, maybe you want to think about a fun internal sales promotion. Set goals, and put together teams that include everyone from sales to your repair department to support staff. After all, you're all in this together, right?
Take time to think about the following, too:
When a customer walks in your store what is their first impression? How are they greeted? How are your employees dressed? What music is playing? Consider the tone you want to set for your store.
Same old holiday decorations? Consider something new. Serve fresh-baked holiday cookies…eggnog…hot chocolate…candy canes for kids. Buy a scent machine and infuse your store with the aromas of gingerbread, pine or cinnamon. (www.scentair.com)
Is your store in a cold-weather destination? Have a coat rack available so people aren’t forced to wear heavy coats while shopping.
Have a list of suggestions
Editors' Picks
Sponsored by
ready and available for those “I have no idea” shoppers. Guys really have no clue. They need you to give them an idea. Make your list clever yet informative.
Consider hiring a greeter. He or she can be dressed in something special for the holidays and handle all of the above details. If the customer has never been to the store before, give them a quick tour and make them feel comfortable.
Hire college students to take care of your beads and charms, so your key salespeople are not bogged down with some of these lower price-point sales.
Consider offering FREE shipping and/or FREE in-town delivery by special store “elves”. And market this benefit in the store.
Have a rack of FREE holiday cards at the counter.
Have a case designated for lower price-points: “Gifts under $200”. It’s less intimidating for those customers who aren’t prepared to spend more – and helps with add-ons.
Get set…
Make sure that you have a way to capture data. I know you’re busy but you need to capitalize on your holiday traffic, even if you simply get a name, address and email.
Have your follow-up thank-you note and a possible short questionnaire ready to go out in January to each and every new customer. Include an incentive to return.
Consider distributing a pre-printed offer or bag stuffer, good for one month following the holidays. This can be anything: a product, repair or appraisal offer. The idea is to get them back into the store as soon as possible.
Make this year’s holiday experience the best ever. For you. And your customer.
Get ready to go.
Consider hiring a greeter. He or she can be dressed in something special for the holidays and handle all of the above details. If the customer has never been to the store before, give them a quick tour and make them feel comfortable.
Hire college students to take care of your beads and charms, so your key salespeople are not bogged down with some of these lower price-point sales.
Consider offering FREE shipping and/or FREE in-town delivery by special store “elves”. And market this benefit in the store.
Have a rack of FREE holiday cards at the counter.
Have a case designated for lower price-points: “Gifts under $200”. It’s less intimidating for those customers who aren’t prepared to spend more – and helps with add-ons.
Get set…
Make sure that you have a way to capture data. I know you’re busy but you need to capitalize on your holiday traffic, even if you simply get a name, address and email.
Have your follow-up thank-you note and a possible short questionnaire ready to go out in January to each and every new customer. Include an incentive to return.
Consider distributing a pre-printed offer or bag stuffer, good for one month following the holidays. This can be anything: a product, repair or appraisal offer. The idea is to get them back into the store as soon as possible.
Make this year’s holiday experience the best ever. For you. And your customer.
Get ready to go.
More on Other
The Latest
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
Events & AwardsJun 12, 2026
CBG Announces Plans for Phoenix ShowThe group has named the keynote speaker and announced a new pavilion for its next event, which is slated for September.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
Events & AwardsJun 09, 2026
Pride Month Panel to Highlight LGBTQ+ Jewelry VoicesThe panel discussion will feature LGBTQ+ leaders across the jewelry, luxury, and creative industries.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
