Based on a True Story

Last night a friend and I enjoyed our weekly “cheap Tuesday” movie outing.  We chose “Unbroken,” which is an inspirational story based on Olympian, Louis Zamperini, who survived some harrowing ordeals as a soldier in World War II.  I highly recommend the movie, so I won’t spoil it for you.  Like many movies based on true stories, the ending of the film involves telling the “story-after-the-story.”  Pictures of the real Louis Zamperini, were captioned by facts that show the enduring effects of his bravery and character.

The film was beautifully directed by Angelina Jolie (whom my wife Jana hates – probably because Angelina and her Collagen-inflated lips edged her out for a most beautiful woman in the Universe award – but I digress).  The cinematography was epic, the characters very well developed and the viewer could easily slip into the illusion that they were really crash-landing into the Pacific or seeing through the cracks at Louis in the dark depths of a detention camp.  The “story-after-the-story” jolted me out of the cinemagraphic dream I’d been lost in.  The reality of the actual life and impact of Louis Zamperini hit me like a ton of bricks.  It moved me so much that I couldn’t tell Jana about the movie the next morning without a few tears leaking from my puffy eyes.

It was a very enjoyable movie, but I’m writing to explain to you the revelation I had about how this movie was produced.  The first 2 hours and 15 minutes was impressively crafted, but it was all just a precursor to final 2 minutes: the truth about of one man’s life.  In your business, you can have a million dollar construction budget to create an amazing store with a coffee-bar to make Starbucks jealous, kids play area, luxurious well-lit showcases, and décor that is the envy of the town.  You can spend tens of thousands of dollars training your staff to provide professional white-glove service.  You can create advertising that moves people to tears and have them giddy with positive expectations when they come into your store.

If you spend 2 hours and 15 minutes with a client, treating them to the best shopping experience they’ve ever had, the last two minutes will still be the most crucial.  Will they walk away with something that inspires referrals for a lifetime, or will they end-up with jewellery that forever leaves a bad taste in their mouth.  The quantity of jewellery you sell this month will help pay the bills.  The quality of jewellery you sell this month will help you build a dynasty of clientele.

Selling anything is hard enough.  If you think that selling is trying to solve a mystery as to which item in your showcase will tick all of the boxes and get them to say yes, you’re not thinking big enough.  Selling the right product to the right person to maximize their long-term enjoyment of jewellery and reverence for the business and the person who sold it to them is even better. Some guys have two boxes to check: A) it’s got to look like it cost $1,000 and B) I want it to cost less than $500.  It doesn’t take two-and-a-quarter hours to make that sale, but what if you asked a few questions, listened to his story and then gave him a few more boxes to check.  He might end-up with something much more valuable, and something she’ll get 10 times the enjoyment out of.  If that happens, do you think they will tell their friends about your store?

Create a fantastic client experience, and then ensure that you make every effort to promote the best you have.  Sure, they might still choose the easy-to-sell trendy cheapo that’s not built to last.  But they just might make an inspired choice that will set you up as a hero, and inspire generations of jewellery shoppers to return to your store.

Motvate-Schmotivate?

Why some attend every motivational talks and others give up on life...

 
I recently attended a one-day conference for keynote speakers, teaching us how to develop multiple streams of income from the basis of a platform presenter.  My eyes were opened to a whole world of professionals who do nothing but go from corporate retreats to business conventions to trade shows and motivate people to excel in their businesses and in their personal lives.  What I discovered is that they cater to the millions of people who are pushing to do better.
 
I recently acquired a dilapidated property at foreclosure court.  It is a half-duplex which was an absolute mess.  There were holes in, and graffiti on the walls.  Mounds of clothing, fast-food boxes and bags, dishes and drug paraphernalia were in every room.  The yard was unkempt, the dryer vent wasn’t hooked-up and patchwork caulking of windows and doors only served to worsen the water infiltration problems.  What I discovered is that there are millions of people who don’t push to do better at all.
 
If the world’s wealth was redistributed evenly on January 1, 2015 with a capitalist system still in place, then the wealthy would have their mega-fortunes back by Christmas and the unmotivated would have squandered their increase by mid-summer.
 
I don’t seek wealth itself.  I motivate myself so that I can bring a better me to the table to serve my clients, my family and my neighbors.  If I am a good servant to these, I stand to gain respect, lasting friendships and possibly wealth. 
 
This reminds me of the biblical parable of the talents (or bags of gold.)  The master before embarking on a journey gave 5 talents to one servant, 2 talents to another and 1 talent to a third.  The first two invested their lot and earned a 100% return and the third buried his in a hole, and then returned only the principle.  The master upon returning rewarded the first two, and scorned and cast-out the latter.  He then gave the one who had doubled his 5 talents the 1 talent that the unsuccessful servant had hidden.  The conclusion is that those who are faithful when trusted with little things will be entrusted with more. 
 
If you are entrusted with a business, look upon your clients as talents.  Your sacred quest is to double the number of clients you serve.  By increasing your capabilities to handle twice as many clients, your labor will be rewarded with more opportunity. 
 
There is choice in this world.  You can position yourself anywhere along the spectrum between the seminar-gobbling masses who want to take over the world and the lazy bums who inhabited our dilapidated abode (which due to Mrs. Toddwaz’ and my effort is now a beautifully renovated rental suite.)
 
If it’s a matter of balance between business achievement and personal growth or recreation, it takes thought, effort and some degree of motivation to get there.  Take a moment today to reflect on where you are in your career or business and make a commitment.  Do you want to strive to do better?  Is your career or business satisfactory and you need to commit yourself to improving your health, relationships or recreational persuits?  Have you lost your motivation?  If you are currently executing a plan to achieve your goals, then good for you!  If not, you may want to clean up a few messes in your life, or seek some coaching to help you along.

Simplify for Success

Some of the most successful songs are very simple, so why do we try to over-complicate our sales pitches?  

Simplify for Success

This past week, I planned and participated in a workshop for Church worship bands.  It’s surprising how many times I though “Wow, being in a band is just like being part of a sales team!”  The facilitator Corey, is an accomplished guitarist and singer, and has led many bands.  He shared with us the ironic fact that the better he gets at playing the guitar, the more he simplifies what he plays and the better he sounds.  Hmmm. 

Corey got me to thinking, “isn’t that the way it progressed when I was working in jewellery stores?”  I began not knowing much, so I didn’t have much to say.  Then I learned about gemology, custom design, watch functions, industry news and jewellery history.  I had tons of things to say.  I could (and did) regurgitate jewellery-talk on command – boring the heck out of my prospects, and missing opportunities to build relationships and close sales.

The better way is to have a million things to say, but keep each in your back-pocket until just the right moment.  A great song usually has a memorable guitar solo, piano riff, or drum solo.  The only way for these to be memorable is for the song to lead-up to it, so that the listener eagerly anticipates it.

If you talk peoples’ ears off, they’ll divide their attention according to the number of words you speak.  The longer you drone-on, the less impact each word has.  If you ration your words, those fantastic value-added statements and closes that you have in your repertoire will be well received when the time comes.

Prepare professionally then apportion your words at just the right time.  It will be music to your client’s ears!

Orm Shultz will be missed!

Entrepreneur, gentleman and well-respected member of the jewellery industry Orm (Ormand) Shultz passed away on Monday night.  Warrington’s Jewellers closed its’ doors almost one year ago after 48 years in business and 39 years in Prairie Mall.  The family still owns and operates Jonathan’s Jewellers in Prairie Mall, and along with the long-serving staff will miss “Mr.’s” leadership and encyclopedic knowledge.  As a sales rep, I was often astounded at his ability to identify his fast-selling designs without the aid of a computer.  With two stores and dozens of suppliers I always received a fair dose of undivided attention from him; which is why he had won numerous “Gold Nugget” awards from the rep’s associations when there was such a thing.  My thoughts and prayers are with his family and staff during what will continue to be a very busy month no matter how heart-sick they feel.

Reflecting back on one of the darkest times in my life and career, I recall being able to put-on a “good front.”  It’s not easy to focus on celebrating happy moments with your clients when you feel little joy inside.  This is the difference between a professional and an amateur in jewellery sales.  I don’t know anyone whose lives have been sunshine and rainbows the whole way along; yet some have the ability to rise to the occasion whenever a client walks through the door.

I think the key is this: as soon as a client walks through the threshold, your focus is on their needs, their emotions and finding a winning solution to their current circumstance.  Whether you’re in the middle of a personal crisis, or just absorbed in busy-work as part of your responsibilities in the store, you need to be “other-centered, servant-hearted people” to your visitors the instant you spot them even thinking about coming in.  If you’re grieving or having some personal difficulties, share it with your owner or manager, and tell them you’re going to try to focus on clients in order to do your job the best you can while you’re on the clock.  Ask them to give you feedback if you’re not accomplishing that.

Look, it’s not about fake-enthusiasm in this business.  It’s about a solid conviction that your store and your product are the best possible solution to your client’s needs and desires.  When you put the person across the showcase from you first, and you know the amazing benefits of dealing with you and buying what you have to sell, you can push through any personal crisis and be effective.

New Manufacturer “Imanokov”

Okay, so it happens in our industry.  One manufacturer’s designs looks suspiciously like another’s.  There are certain designs, including the 17-stone cluster ring, the “stairway to heaven,”  the “Tiffany-style solitaire,” the current halo-settings, etc.  Who put-out the first 17-stone cluster?  Can anyone remember?  I recall being shocked in 1988 when Boas & Farro put out their little red catalog featuring all manor of diamond clusters, when I thought of them for original designs.  Who were the first to string various donut-shaped silver beads on a snake bracelet? Plagiarism is grounds for expulsion in Universities, but in the jewellery business seems to lead to significant financial rewards.  What’s wrong with our industry?!?

I guess like drug companies, the one who comes out with the product first, gets to enjoy the rewards of innovation before the copy-cats swoop-in and begin making generic versions.  In the pharmaceutical business, they get 10 years of patent protection before others can copy.  In the movie business, copyrights are good for 25 years, which is why Disney “remasters” their movies on each 25^th anniversary.  This makes the old edition less desirable and restarts the 25 year clock of protection on the new one.

When I visit the “designer section” of JCK Las Vegas, I expect to see new innovative concepts.  Which ones might become trends, and which will fizzle into oblivion is the question of the day.  Maybe one hot new designer will inspire other designers to take a motif and shape it in a new direction.  That’s how we continue to come-up with new design variations after you think thousands of designers over hundreds of years have exhausted all possible variations.  “Duplicators” can see a design at JCK, walk down the aisle making a sketch, digitally send it to their goldsmiths, and before returning to their home office, could have a “new design” to offer their clients.

As a representative of a design firm that seeks to innovate, I can tell you that not all innovations are profitable.  It takes trying a number of new things to prove one highly favorable.  The overall business model requires loyal supporters to try some new and continue to buy the tried and true in order for innovators to survive.  I would humbly ask that you show respect to the innovators and give them every opportunity to supply you.  If the innovators get pushed out of business by the duplicators, then the duplicators will all have only each other to copy; and our design world will become a very bland place indeed.

Edmonton Show Report

What an interesting three days in Edmonton!  As some of you are aware there are new owners in place for the Western Canadian Jewellery Expo.  For Phil and his crew, they wanted to make sure that their inaugural show was both exciting and secure.

For excitement, they moved the show opening reception to Ruth’s Chris Steakhouse.  The lower level was cleared of tables, and an open cocktail reception (sponsored by Jewellers Mutual and the Canadian Jewellery Buyers Group) welcomed those of us not out on the Marriott’s patio with Corona.  Although a bit warm down there, Ruth’s Chris put-on a great reception featuring rib-eye sliders that were to die for.  The show also featured a draw for a brand new Lexus; not just a one or two year lease, the whole car – sponsored by Gold Star and Canadian Jeweller Magazine.  The winner was De Vo, owner of Paris Jewellers (as if he needs it!)  This year, the sixth annual DiGem Evening of Decadence was moved to The Sutton Place Hotel, and the beneficiary was Little Warriors; a very worthy charity who not only work on prevention of child sexual abuse, but are building a camp to act as a treatment center for victims.  There are three treatment centers in Edmonton for rehabilitating sexual predators, but this will be the first in Canada to treat the victims.  Well-done Connie and her team!  Yours truly was among those who shut the place down after dancing-up a storm to the awesome Dr. Zeus and the Blue Whos.

On the safety side, I don’t think I’ve ever seen so much security at a jewellery show.  When a lightening strike set-off an alarm, the Convention center was locked-down for two hours on Saturday afternoon; traditionally the busiest day of the show.  Edmonton’s finest were strolling the show sporting automatic assault rifles during all show hours.  I witnessed a police dog sniffing around under the loading dock ramp, and three Suburban’s full of tactical squad members were present for the mobilizing of the armored cars at the end of the show.  When Steve was within a few blocks of the Convention Centre on Sunday afternoon with our rental truck, he was pulled-over by the police, searched and questioned to ensure that he didn’t have a van-full of bad-guys.

To my knowledge there were no security breaches, and that was likely because of the extraordinary effort of all security staff.  I heard second-hand that when the new owners launched their website for the all-new “Canadian Jewellery Expos” that 600 out of the first 1000 hits were from Columbia, a prime source of both emeralds and jewellery thieves.

While the extra security may sound intimidating, it made me feel safe and secure so that we could enjoy the most important networking event of our year.  Congratulations to Phil & Geoff Payne and to Lilie Ford for keeping us safe and providing the ideal meeting-place for our Canadian jewellery industry!

Between Shows...

Between Shows

I just returned from Toronto for the CJG buying show, and am repacking for the Edmonton show.  The definite highlight in Toronto was seeing Wayne, Joanne and Elyse Austen.  Hearing them share about the heart-breaking damage from flooding was equally haunting as it was heartwarming to hear the staggering amount of money that members had thrown into the hat for them.  As CJG President Wayne Fisher announced, “if that doesn’t bless your blesser, then you’re blesser must be broken!”

Looking forward to Edmonton, and more confident buying.  It’s been a few years since the 2008 economic meltdown in the US, and lesser degrees of slowing in parts of Canada.  Since that time the tone of buyers has been anywhere from fearful to cautious to slightly optimistic.  This year in Toronto I perceived a confidence that retailers are at a place where business is more predictible, and they’re choosing new product strategically.  The days of, “maybe this is the year that things will break loose,” or “hopefully we don’t have another crash,” or “we’re still overstocked from those boom years” seem to have faded into the past. 

When you look back on the ups and downs of the past 20 or 30 years, you recognize that highs and lows both come and go.  If you want to go for the gusto, you might over-extend your inventory during high-times.  If you want to protect yourself, you’ll pull-in your horns during every negative blip in the market.  If you think 20 or 30 years forward, your course will be dictated by the business you want to develop, rather than the numbers that rose or fell last year.  Buying is a tough job, but that’s where the shows give you a huge advantage.  You can see full selections of the latest product and compare in a timely manor to make the best possible buying decisions. 

If you’re still unsure about coming in for the Edmonton show, I encourage you to go for it.  You just might discover new designs, or new lines that will revolutionize your future.  You could also win a brand new Lexus, and that wouldn’t suck either!  See you there.

This message was brought to you by CANADIAN STAR DIAMONDS.  Click here to learn more!

Deadline approaching…

Kudos to those of you who have supported your fellow jewellers, Wayne and Joanne Austen of High River; in the aftermath of Alberta’s catastrophic flooding.  Donations have been trickling in, and the amount continues to grow.  Their showcases were literally obliterated and washed away.  The restoration workers have stripped the building right to the outer walls.  Think of an amount in dollars that it takes to build and furnish a medium sized jewellery store including showcases, flooring, lighting, furniture, computers, etc.  While their home was covered by a flooding rider, jeweller’s block insurance does not cover such an event and government disaster relief is offering up to $15,000 in aid (should their application be accepted.)  If you have yet to offer-up your contribution, please do so before July 31^st.  I’ve sent mine, and it’s heartwarming to see the sacrifices being made for a fellow jeweller in need. 

***If you feel moved to contribute to their rebuilding, please send a cheque to one of three venues marked “AUSTEN’S”.  Please make the cheque payable to the association, so that they can amalgamate the funds and then make a presentation on behalf of all of the caring jewellers who participated

CJG

8 Centre Street N

Huntsville, ON

P1H 2C2

DiGem

G7, 5550 - 45 St.

Red Deer AB

T4N 1L1

Watson Gloves

An interesting news clip came on this morning regarding a B.C. based company that was just about put out of business a few years ago, and today thrives.  Imported work gloves can be bought for pennies, and easily undersold the value of Watson product.  As soon as they came to “grips” with the fact that they weren’t going to compete on price with the flood of imported goods, they began to specialize.  They looked to the energy sector and created designs that took into account their unique needs.  They listened to other clients and found where certain designs were wearing quickly and tailored their gloves to provide significant advantages to mass-produced general purpose ones.

Consumers can purchase mass-produced general purpose jewellery from chain stores or online merchants and enjoy low pricing.  There are significant advantages bricks-and-mortar jewellers can offer through personalization and custom design.

What says “I love you” better? 

 - “I got a great deal on-line on this million-of-a-kind diamond cluster for you, honey!”

OR…

- “I remember how much you admired that design we saw on vacation, so I worked with the jeweller downtown to create a similar look featuring your birthstone, and I hand-picked a Canadian diamond to go with it!”

I happen to think that the shine’s off the apple of Chinese imported goods.  I recently saw a Facebook post that put the fear of God in me to eat anything produced in China, and to never allow my nephews to play with toys made there.  Consumers are increasingly open to stories of local product and higher quality.  If I’ve been remiss in telling you the story of any of the domestic companies I represent, please let me know and I’ll be happy to fill you in!

Jewellery Store Washed Away in Flooding

Best wishes, and prayers go out to Wayne & Joanne Austen of High River, Alberta whose newly renovated store was nearly gutted by the flooding last week.  As the waters began to encroach upon downtown streets where Austen Jewellers is located, Wayne was attempting to “batten down the hatches,” when the first of the large picture windows in an adjacent gift-shop imploded.  He then helped a few ladies through the chest-high water to safety, during which time he had an acute revelation of how dangerous the forces of this rushing water could be.

Today the Austens remain in nearby Okotoks, awaiting the green light to return to their home, which thankfully appears to have sustained very little water infiltration.  Having lost three vehicles to the flooding, one has already been settled with insurance.  Still no word on what roll insurance will play in the building which plays host Austen Jewellers, a gift-shop, eye-wear store and other businesses; nor on whether his business insurance will cover the furniture and fixtures.  The initial news reports state that homeowners insurance would not normally cover over-land flooding, but Provincial and Federal disaster relief will be in-place shortly to help repair what insurance doesn’t.

If insurance and disaster-relief fails to help the Austens rebuild their store, can anyone out there suggest a way in which we as an industry can pull together to assist them?  I haven’t asked, but maybe some temporary showcases will be required until insurance and contractors are arranged.  Let me know if you have any thoughts.  I won’t try to “pass the hat,” or organize anything until we know more about available aid. 

For now, just keep them in your thoughts.  Send them an encouraging note if you know them.  Appreciate your warm and dry store, knowing that any one of us could have been affected by a natural disaster.

3rd Avenue West looking West - High River

3rd. Avenue West looking East - High River

Austen Jewellers is located where the beam is sticking out of the window

Bat-Sheba Gift Shop, adjacent to Austen Jewellers - where the first picture window let-go

Alberta Premier Allison Redford sees first-hand the incredible destruction

Let’s Think This Through…

In Vegas, Martin Rapaport stood-up and made a haunting statement.  With regards to the various grading standards among competing diamond grading labs, he stated “at least we have something to complain about.”  So, let’s think this through.  Were there no diamond labs, what would our industry look like?  Well, assuming there is still an I3 through FL clarity scale and D-Z color scale, I would speculate that there will still be diamond dealers who apply those descriptions with strict integrity, and those who “stretch” a bit, and then those who “stretch” a lot.  There would remain those jewellers who choose their dealers based upon their own level of integrity.

What would be missing?  The official looking piece of paper that can be used to convince unwitting consumers that they’re getting a great deal; and which can also be used to assure savvy consumers that they’re getting the quality they desire.  If there were no diamond labs, that might be good for Gem Scan, I.G.L. and Harold Weinstein because some consumers would insist upon an unbiased “second opinion” because they don’t trust their local jeweller.

In all likelihood our Canadian appraisal labs would generate their own reputations, and you’d end-up with one taking the moral high-ground, one catering to those who want a preferential grade and one would land in the middle. 

Is this just human nature, or is it our industry?  I’m not totally sure, but I’m going to interview people from various other industries and just see if there are similar problems elsewhere in our crazy world.  Watch for the results in an upcoming Canadian Jeweller Magazine article by yours truly…

JCK Vegas Days 2-3-4

JCK Vegas Day 2-3-4

…chiming in a little late.  That’s Vegas for you.  If you can live on 5 hours of sleep per night, this is your town.

As the show is now in its’ final day, I’ve worked a few mornings at the Lashbrook booth, provided input to purchases for Steve’s store, and selected some new gemstones for future Customgold designs and added new skus to Courtney Gold’s offerings.  Besides show-business,  there have been social gatherings including a 24kt club Canada dinner organized by Gunther Mele’s Darryl King, a dinner with Fishers, Austen’s and team Foster at P.F. Chang’s (our favorite!), a CJG cocktail reception, and the ever popular “JCK Rocks the Beach” pool party.

This year’s beach bash featured a live performance by Maroon 5.  Word to the wise: If you’re coming to future shows, try your best to register for “Luxury by JCK”.  Without those badges, you might have waited in line for two hours, like some of our friends and not made it into the much anticipated event.  I, fortunately, had such credentials by being affiliated with Steve’s store.  Maroon 5 did all of their famous songs including “My Heart’s a Stereo,” “Moves Like Jagger,” “Payphone,” and “One More Night.”  The place was packed, and it was hard to move.  Many Canadians gathered together, and those who made it in had a lot of fun.  Thank you to the CJA for hosting a cabana and some drinks for Canadian members!

The size and scope of the show, the entertainment, and the venue all combine to provide a compelling draw for Canadian Retailers.  There was even talk of creating a “Canadian Pavilion” in the international section of the show.  I’m not so sure that exhibitors such as Corona and Beverly Hills would want to move to such a location, but with something like 1,700 Canadians registered for last year’s show it’s possible that more Canuck exhibitors could join-in.

I met Phil Payne, the new owner of the Canadian jewellery shows last night, and he confirmed that each show, Toronto and Edmonton will be awarding a brand new Lexus to one lucky retailer in attendance.  Not a one-year lease, not a two-year lease, but a free Lexus.  The car giveaway sponsor is to be announced soon.  Make your plans now for your chance to win!

Exhibitors we spoke to reported strong sales, and there seemed to be a bit more action in Vegas than in most years I’ve been here.  Maybe the US economy is on the mend, or maybe more Canadians coming here is keeping the Vegas lights bright!

More reflections on seminars to come; including thoughts on the Rapaport diamond conference.

Doing it Right

As I look forward to Thursday's seminars at JCK Las Vegas, I’m reminded of Brad Huisken’s saying, “sales training doesn’t work…” Huh?  He really said that?  Further, he explains, “…sales training doesn’t work if it’s an event.  It has to be a process.”

After completing my Spring visits around Western Canada, I’ve been doing some renos at home.  The new home we moved into in March isn’t exactly the Taj Mahal, it needs some TLC and personal touches before we can call it our own.  The flooring guy said they could install the new lino in about a day, and the carpet could be done in another two days.  One corner of our basement had to be filled-in as the pad had sunk long ago and two layers of previous carpet failed to hide the flaw.  Before the flooring goes down, the baseboards have to come off.  If we’re replacing the baseboards with a newer style, the door casings won’t match, so might as well take them off too.  If you’re going to replace all of the trim, it’s an ideal time to paint.  In order to paint, there’s some patching that needs to be done.  Oh, and by the way, the exposed concrete footing wall should be framed, insulated, drywalled, trimmed and painted too.  Okay, so the three days of flooring installation requires three weeks of other work; without which the new features will be dragged down by everything else in the room.

Going to JCK Vegas to attend a sales training event is like the carpet installation.  One or two days and “all’s good,” right?  Wrong.  Without some sales experience, you won’t know what the heck they’re talking about.  Without product knowledge, you’ll have a hard time filling in the blanks that the sales trainer is referring to when she talks about answering objections, or romancing the product.  Without an instore sales manager guiding your attempts at putting the training into practice, you might apply new knowledge to the wrong scenarios. 

Learning to be a superstar jewellery seller is no easy one-day fix.  It has to be important enough to spend the time continuously to learn, practice, refine and perfect.  If you’re not going to Vegas, pull that sales training kit off of the shelf, and give it a once-over this weekend.  Think about how nervous you were the first week on the sales floor, and how much more proficient you are today.  Now imagine another 5, 10 or 20 years, and how much more effective you’ll be at serving your clients then.  There’s always more to learn, and until you’re closing, adding-on and gaining referrals from 100% of the people who walk into your store, you’re not done.

Proverbs 1:2-5 “for gaining wisdom and instruction; for understanding words of insight; for receiving instruction in prudent behavior, doing what is right and just and fair; for giving prudence to those who are simple, knowledge and discretion to the young – let the wise listen and add to their learning, and let the discerning get guidance…”

Best wishes!

Those of you who deal with Courtney Gold surely know my friend Peter Keymer.  Pete has been handling outside sales in the Lower Mainland of Vancouver along with inside sales, marketing support, inventory management and photography.  Peter will be retiring at the end of May, and we will miss him greatly.  I want to extend a personal debt of gratitude for all of the ways he’s helped me, inspired me and made me laugh.

If you know of someone who may be a candidate to join the Customgold / Courtney Gold family’s sales team, will you please have them contact Steve Parker at 1-800-563-8949.  The ideal candidate will be looking for a full-time position, but those carrying complimentary jewellery lines will be considered.

Also, best wishes to John and Claudette Craft on their anniversary.  If John’s visiting your store today, remind him to call his wife and sell him something fabulous to bring home to her!

More Ranting about EGL & Vegas

When I get engaged in conversations about EGL certificates, I’ve used the following analogy.  (With apologies to Hyundai drivers – Ron’s got a nice one!)  I say that an EGL cert is like Hyundai Motors saying that their economical Elantra has 500 horsepower.  “Well it isn’t equivalent to BMW horsepower; these are Hyundai horsepower…”  Do you think that consumer protection would allow that to happen?  EGL can choose to make a business out of providing knowingly deceptive diamond certificates, but why haven’t they been prohibited from using GIA nomenclature to do so???  That’s one of the questions I want to further investigate while at JCK Las Vegas.

Speaking about Vegas, I’ll be down there once again.  I can be found around the seminar halls at Mandalay Bay on Thursday.  Friday, Saturday and Sunday mornings I’ll be at the Lashbrook Designs booth until around noon.  If you’re interested in starting your Lashbrook journey at the show in Vegas, I’ll take appointments until 11:30 on those three days, so call me to book your time.  Their booth was very busy at The Smart Show, so appointments are STRONGLY recommended. 

Beyond that, Steve, Lilian and I will be meeting with Courtney Gold suppliers, looking at gemstones and trends for Customgold and we will of course look forward to enjoying the fabulous social climate.  If you're going, make sure you seek-out the Canadian Jewellers Association booth on Sunday night at the pool party (with Maroon 5!!!); that's where all of the Canucks congregate.  We had a great time last year, and by Sunday night, Mrs. Toddwaz will be joining me, in case you have yet to meet Jana.

For those who can’t make it, I’ll let you know what you’re missing via The Toddwaz Report.

Smart Show Day 3

Today (Sunday) was by reputation the busiest day of the show.  I watched some of the bench challenges; where goldsmiths and designers squared-off in competitions to craft rings or build CAD models.  It’s a great show feature.  Now, as much as I’ve enjoyed the Smart Show, the keynote address this morning was entirely inappropriate.

The morning speaker was an expert in e-tailing, and spouted the benefits of shopping on-line to a smallish audience primarily comprised of bricks-and-mortar retailers.  I’m not sure if the Smart Show believe that she would help encourage the retailers in attendance to build their web-presence into a more effective tool or not. 

Nonetheless, one of the tactics that e-tailers should use that all of us could benefit from would be “staff-picks.”  Why not have a show-case where each of your staff’s photos are shown besides their top 5 jewellery picks each week, two weeks or month?  Wouldn’t that help engage the staff in your inventory and help connect them to your clients in a new way? 

Show-traffic proved to be busy, but we noticed that like any show, Sunday was the day for any Goldsmiths, Mom-and-Pop shops and quasi-jewellery-retailer to use their day-off to browse the show.  It was difficult to sort between retail prospects and the chaff.

The highlight of today was having a cocktail with friends from Saskatoon up at the 96^th floor bar at The John Hancock Centre.  The views were spectacular as we watched the sun set over Chicago’s flat and expansive skyline.

Don’t Forget Design!

I can’t wait to watch every monthly video-blog that Mel Moss puts out.  Seriously.  He’s a crusader, who fights hard for integrity in our industry.  If you haven’t seen his April video, click HERE to watch it.  In this installment, the King of Diamonds talks about a retailer so frustrated at losing sales to misrepresented diamonds that he simply stopped selling diamonds.

Are branded bridal programs the answer?  Mel says that they allow the consumer to compare Brand-X Model #1234 on the internet; where for even a small discount the consumer is showing an increased willingness to sidestep their local jeweller for a virtual one.

Will a more professional and knowledgeable approach help build your store as a credible brand?  Yes.  Uncle Mel and I agree on this issue.  Listening intently to your client’s “story,” holding their hand while you help them try-on a fantastic diamond and directly responding to their questions and concerns is something that scammers and online retailers can’t do.  Unscrupulous jewellers can schmooze too, but sincerity and honesty can’t be bought nor faked.

Now, to the big problemo… consumers are doing nothing different than many retailers.  Retailers want to buy their diamonds for as little as possible by aggressive sourcing, or by buying badly overstated diamonds with false savings.  Branded semi-mount programs are feeding this paradigm by encouraging clients to choose a loose diamond and setting separately.

What if we were really good at selling a fully-set designs on the merits of their uniqueness, beauty and the strong quality of the diamonds selected by the designer?  Oh, what a wonderful world it would be!  Then those who carry the most beautiful designs would achieve the highest sales.  I feel very blessed to be working for manufacturers who are not involved in the race-to-the-price-basement.  Representing the product I do leads to working closely with retailers who not only appreciate style, but work with their clients to consider design and quality before price.  Note I said BEFORE PRICE.  I’m not so naïve to think that price is unimportant, but if we prioritize price-per-size, it will inevitably be so for the consumer.

If you spend your entire life trying to compare diamond qualities and certificates, you’ll eventually do one of three things.  You’ll give-up like the jeweller Mel alluded to, you’ll start compromising your integrity (if you can’t beat ‘em, join ‘em) or you’ll become a galvanized crusader like Mel .  Maybe a fourth option is to prove yourself as a trusted source of unique designs with outstanding knowledge and impeccably honest service.  You’ll earn higher margins and more than your share of business.

Keep your eyes out for “Smart-Show Snippets”.  I’m on my way to Chicago and can’t wait to experience InStore Magazine’s Smart Show.