06052020Fri
Last updateTue, 02 Jun 2020 11pm

Bill Warren

How to re-engage your store

By the time you read this it is my hope that COVID-19 will have peaked and the country (hopefully) will have started opening back up for business. It’s not been pleasant that’s for sure but here are a few observations that I’ve noticed during the pandemic shutdown.


What to do when times are tough

It’s never fun to talk about tough times and the actions we must take during those times - but it is necessary. In the last 30 plus years, I had the opportunity to see both good and bad times while working for others and later in my own store.  Perhaps I can share some comforting and quality info that would help others.

One-horse towns and direct response marketing, Part II

In my last article, I addressed the subject of Direct Response Marketing and how it brought our store success. The beauty of this is it can do the same thing for you whether you’re in a small country town like me or a large city. As I said before, let’s break this down into bite size chunks since it’s not so easy for some. Let us address the mindset today.

A faster way to higher profits

What is the proverbial silver bullet in a successful business? I belong to three different mastermind groups - two that are jewelry specific and one that is not - and this is often a topic of conversation. Truly I wish there were a Silver Bullet, but in this column I’m going to talk about perhaps the closest thing.

How about an event instead of another sale?

In this day of quick fix, short term thinking it isn’t unusual to see more jewelers opting for one big “Storewide Sale” after another. Oh yes, a sale is a great short term blast of cash and profit, but is it the best answer? In the long run, one sale after another tends to weaken a store’s marketing position and can actually do more damage than good. So again, what’s the answer?

Are You Revolving or Evolving? Part Three

In previous articles we’ve examined different modes of store operations and talked about how we independent jewelers need to be “Evolving!” To some degree, there will always be the traditional retail operation, but we’ve also examined Studio models, Estate Jewelry Models or Departments and the use of CAD/CAM in a more custom operation.

Columnists