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.
ColumnistsJul 27, 2020
Squirrel Spotting: The Need for an Early Christmas
With COVID-19 creating so much uncertainty, retailers need to get in the Christmas spirit sooner rather than later this year, Peter Smith writes.
Peter Smith is president of Memoire and Hearts On Fire. He is author of two books, “Hiring Squirrels,” and “Sell Something.” Connect with Smith on LinkedIn or at dublinsmith@yahoo.com.
In the 1947 classic “Miracle on 34th Street,” Edmund Glenn, playing Santa Claus, says to Maureen O’Hara’s character, “Oh, Christmas isn’t just a day, it’s a frame of mind.”
While I generally share that sentiment, I have long resented the presence of Christmas decorations and signs about holiday deals in retail stores long before our annual apple-picking pilgrimage in the fall.
For me, it represented desperation at best and, at worst, predatory marketing.
The early-Christmas craze was not usually a thing in jewelry stores, but very much so at the larger big-box stores.
This year, you can throw that whole it’s-too-early-for-Christmas sentiment out the window; as far as I’m concerned, we can’t get into the Christmas spirit soon enough.
Black Friday is not going to be Black Friday. The idea that huge numbers of people will be excited about crowding into stores during a global pandemic is not likely to happen.
Cyber Monday is probably not going to be as important this year, given the shift to more regular e-commerce activity in recent months creating less need for an “event” on the Monday after Thanksgiving to accelerate e-commerce activities.
There has been some talk of creating an event for retailers around Oct. 10 (10/10), and certainly anything that galvanizes communication and creates awareness for the retail community would be very welcomed.
So, if things have changed to the extent that we can no longer expect a significant uptick in store visits in November and December, what should jewelers do about that?
In short, get in the spirit of Christmas, and get there sooner rather than later.
There is a fine line between predatory and pragmatic marketing and retailers need to be sensitive and empathetic, but we have no idea what the coming weeks and months will hold.
Expecting more than 20 percent of our business to arrive in December may not be a good strategy.
We obviously don’t have the luxury of knowing that retail will be fully open and operational given the surge in COVID-19 cases across the country, including California, Florida, Arizona and Texas.
We have seen Apple and Saks Fifth Avenue, among others, start to close stores again, having just recently emerged from the first shutdown.
And, as of last Monday, indoor malls in California were closed and nonessential retail could offer curbside pickup only.
Independent retailers have shown remarkable resilience and grit thus far.
While I generally share that sentiment, I have long resented the presence of Christmas decorations and signs about holiday deals in retail stores long before our annual apple-picking pilgrimage in the fall.
For me, it represented desperation at best and, at worst, predatory marketing.
The early-Christmas craze was not usually a thing in jewelry stores, but very much so at the larger big-box stores.
This year, you can throw that whole it’s-too-early-for-Christmas sentiment out the window; as far as I’m concerned, we can’t get into the Christmas spirit soon enough.
Black Friday is not going to be Black Friday. The idea that huge numbers of people will be excited about crowding into stores during a global pandemic is not likely to happen.
Cyber Monday is probably not going to be as important this year, given the shift to more regular e-commerce activity in recent months creating less need for an “event” on the Monday after Thanksgiving to accelerate e-commerce activities.
There has been some talk of creating an event for retailers around Oct. 10 (10/10), and certainly anything that galvanizes communication and creates awareness for the retail community would be very welcomed.
So, if things have changed to the extent that we can no longer expect a significant uptick in store visits in November and December, what should jewelers do about that?
In short, get in the spirit of Christmas, and get there sooner rather than later.
There is a fine line between predatory and pragmatic marketing and retailers need to be sensitive and empathetic, but we have no idea what the coming weeks and months will hold.
Expecting more than 20 percent of our business to arrive in December may not be a good strategy.
We obviously don’t have the luxury of knowing that retail will be fully open and operational given the surge in COVID-19 cases across the country, including California, Florida, Arizona and Texas.
We have seen Apple and Saks Fifth Avenue, among others, start to close stores again, having just recently emerged from the first shutdown.
And, as of last Monday, indoor malls in California were closed and nonessential retail could offer curbside pickup only.
Independent retailers have shown remarkable resilience and grit thus far.
Through e-commerce, live-streaming, home delivery, curbside pickup, etc., most have managed to make lemonade from the worst kind of lemons.
That kind of tenacity and drive will be essential in appropriately and sensitively reaching out to customers to let them know that you have a plan to ensure their needs now and for Christmas will be taken care of, no matter what the retail situation is come holiday time.
The communication could be as simple as: “Given the uncertainty surrounding COVID-19, we want you to know that we are here to ensure that your needs, from now through the holiday season, will be a priority for us.”
Retailers could then communicate some options for customers including:
- Select and hold merchandise;
- Delivery at a future date;
- Options to place a deposit and pay later;
- Gift with early purchase;
- Private in-store appointments;
- Curbside pickup at a future date;
- Concierge service;
- Touchless payment; and
- Private events featuring special pieces from preferred vendors.
In many respects, the communication itself is the message. The content does not have to be ground-breaking or even that original.
Proactively reaching out to customers to let them know you are thinking about their needs, their convenience and the fact that this coming Christmas will likely be more challenging than any before can be enough to help secure early holiday business.
The last point I will make is to stay aware of any developments that are driven by Amazon, the majors, or, as previously mentioned, if there is a push outside of jewelry to make 10/10 a thing.
Attaching your own message to one that seems appropriate—especially if it has a spend against it—can make short dollars go a lot farther than they otherwise would.
Unlike holiday movies in modern times, “Miracle on 34th Street” was not released at Christmas. It was, in fact, released in June of 1947.
That early release date might serve as an interesting metaphor for jewelry retailing for Christmas 2020—start early and communicate often.
Proactively reaching out to customers to let them know you are thinking about their needs, their convenience and the fact that this coming Christmas will likely be more challenging than any before can be enough to help secure early holiday business.
The last point I will make is to stay aware of any developments that are driven by Amazon, the majors, or, as previously mentioned, if there is a push outside of jewelry to make 10/10 a thing.
Attaching your own message to one that seems appropriate—especially if it has a spend against it—can make short dollars go a lot farther than they otherwise would.
Unlike holiday movies in modern times, “Miracle on 34th Street” was not released at Christmas. It was, in fact, released in June of 1947.
That early release date might serve as an interesting metaphor for jewelry retailing for Christmas 2020—start early and communicate often.
More on Columnists
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.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
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.
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.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
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.
