I N
T H E
LOUPE November 2017
WILL BE THANKFUL
In the Know with RJO SEE PAGE 2
FROM THE RJO FACEBOOK PAGE
Ladies’ Night Gift Bag Suggestions? SEE PAGE 3
MARKETING MATTERS: The Power of Holiday Greetings SEE PAGE 7
COVER STORY
What Do We Know About the Next Generation? SEE PAGE 10
The Ultimate Jeweler Resource
Issue 76
Ready to Sparkle in Savannah
AS THANKSGIVING APPROACHES, the appeal for many is the gathering with friends and family in a familiar setting, surrounded of course with lots of food, drink and laughter. Those same elements will come into play this January, as RJO heads back to a southern favorite, Savannah, GA.
Savannah calls itself The Hostess City of the South, and for good reason. Walking around the city is easy, and you’ll encounter beautiful historic buildings, lush green gardens and well-preserved squares for resting. While renowned for its heritage, Savannah has seen a rebirth in the area where we’ll be. One of the first cross streets up from the river walkway is Broughton, and this area has seen impressive retail growth recently, including shops offering gourmet spices and oils, coffees, fruit juices, clothing, and even a store dedicated to hats. Mixed in are new restaurants, bars, and spas.
Returning to Savannah also means returning to RJO’s great Buying Show traditions, including the country’s finest vendors offering members their latest and greatest. RJO also will continue to deliver its exclusive membership benefits as well, including: • one $250 travel voucher for each qualifying store when you register by December 27; • up to three consecutive nights’ stay at the host hotel, the The Westin Savannah Harbor Resort & Spa; • buying discounts, via RJO Purchase Vouchers, allowing you to save up to an additional two percent on what you buy from vendors; and • one $10 lunch coupon (for concessions on the buying floor) for each store, courtesy of your generous RJO vendors.
Online registration will open on November 10, and it is easy—just go to: www.rjomembers.com, log in, and go to the Buying Show section. Registering online can be completed in a matter of minutes. You may also complete the Registration Form that is located on the last page of your Registration Packet, which will be mailed out the middle of November. Mail or fax it to the RJO office: P.O. Box 1045, Newton, IA 50208. Fax: 641-792-9251. Be sure to free your calendar for our Winter Buying Show: Sparkle, January 20-22, 2018, in Savannah, GA.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
In the Know with RJO Will Be Thankful
ONE OF THE WISEST OBSERVATIONS I ever heard from a jewelry customer was about his wedding ring. He had brought it into the store to have it polished, and someone made a casual comment about how it’s important to wear the ring because it tells people you are married. This wise man countered and said, “No, the ring isn’t a symbol that I AM married just now; it’s a symbol that I WILL BE married in the future.” With Thanksgiving approaching I feel it's a good time to not just be thankful for what has been, but also thankful for what WILL BE.
At RJO we have so much in front of us for which to be thankful:
Member and Vendor Loyalty Every day, in our social media, in calls to the office, and in email exchanges, I see vendors and members helping one another. Whether the help is related to something huge—like a hurricane— or something tiny—like a missing stone—the outreach within RJO is so positive and uplifting. Buying Shows While I’ve got Savannah on my mind, all of our Shows highlight the best in our business. The sincerity, the earnestness, the respect—they all
come through in an amazing display of cooperation among friends and strangers alike, with a collective effort to make all of us run our businesses and lives better.
Strong Sales While there are never any guarantees of retail success, the projected outlooks for holiday sales and beyond are looking strong (see here and here). It’s been a while since looking ahead showed more silver linings than gray clouds. Dedicated RJO staff Your RJO staff is small in number, but they provide a large amount of support for all our members to get the most out of their businesses. I get to work with them, and I can assure you they are committed to helping you succeed in every way they can.
Additionally, we should all be thankful there will be a dedicated RJO Board aiding our future, there will be continued growth and gratitude coming from my position, and finally, that this year will be a wonderful one, and next year will be even better. Happy Thanksgiving to all,
RJO NEWS
THE RJO BOARD OF DIRECTORS met at the end of October, and the meeting’s activities included: setting the 2018 budget, reviewing the past year, and setting goals for the years ahead. Also during this meeting, a new Next Gen Advisory Board member was selected. Congratulations to Joe Schiavone of Z's Fine Jewelry in Peoria, AZ. Schiavone was appointed to the Next Gen Advisory Board by the RJO Board of Directors and will begin his three-year term on January 1, 2018.
RJO is now accepting applications for the RJO Merchandise Review Committee (MRC). If you are interested in serving on this committee, please read this information and complete the application form by Wednesday, November 15 at 4 p.m. (Central). The Merchandise Review Committee is comprised of RJO members, appointed by the Board of Directors, to interview, select, and negotiate with new vendors to RJO. The committee also addresses member concerns about vendors and evaluates the participation of current vendors. MRC terms are three years in length.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
From RJO’s Facebook Page
THE RJO PAGE ON FACEBOOK hosts a variety of interesting discussions each week. Here’s an edited exchange from the end of October that resulted in a thread of 38 entries:
SERVICES Centralized Billing
Patronage Dividend
RJO Website (rjomembers.com) Buying Shows (Fall/Spring) RJO Chat Channel
In the Loupe – RJO’s newsletter
Free Print and Radio Ad Library (on the RJO website) Educational Seminars (at the Buying Shows)
Member-to-Member Incentive Program (Recruitment Program) Organized Buying Trips to Antwerp and Idar-Oberstein, and Israel
Original Post: We're planning our annual Ladies Night. We always give a gift bag with a jar of our jewelry cleaner, but need an inexpensive item to put in. Any ideas?
Reply One: How about a commemorative Christmas ornament that they will cherish and put on the Christmas tree each season?
Reply Two: Offer stemless wine glasses personalized with their name. Do it yourself if you have a laser engraver, or provide a coupon to come to the store before a date and order. Then they can pick it up before Christmas.
Reply Three: We are planning our Ladies Night as well. We chose the package of six freshwater, colored-pearl earrings from Quality Gold; they work out to about $4. We also ask other stores in our community to donate to our first 25. We got a large grocery store to donate 25 champagne cupcakes, and one of our flower shops donated a carnation, while another flower shop is giving 25 wrapped chocolates. The gift bag is nice and full, and the expense is less for you. Reply Four: We've done the glass/crystal nail files, along with dazzle sticks. We've also done really inexpensive crystal earrings in decorative, sparkly pouches. We also had a local gal make hundreds of candles, and we named each scent. We've done pashmina scarves, and it was a tremendous success. This year, we ordered diffuser reeds and our signature scent from Air Esscentials, and we are super excited!
Reply Five: If your Ladies Night is prior to Christmas, TR Jewelry Concepts has some great holiday bling—brooches, pendants and earrings for $1.50 each! These are in stock and ready for immediate delivery.
Reply Six: Anyone considering black diamonds as a give-away? They can be inexpensive, at nearly any price-point, and the customer will be excited to have it mounted.
RJO Directory
Travel Vouchers at Shows (offered at varying times)
RJO’s Facebook Halloween Fun
Free Hotel Room Incentive (at the Buying Shows)
RDI Diamonds
RJO Informational E-mail Blasts Purchase Vouchers (at the Buying Shows)
RJO Membership Certificate
Education on the Go Podcasts and Webinars Private Label Credit Card Service JewelConnect
Nerds from Feldstein Jewelers
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
RJO Foundation launches two fundraising campaigns
New website design focuses on simplicity
SPARKLE FOR SCHOLARSHIPS Help us kick-off our 2018 fundraising efforts by donating any breakout, chipped, or unwanted diamonds of any sort. The RJO staff and leadership committees will package your donations into parcels. At our Winter Buying Show, vendors will be allowed to bid on the parcels of donated “sparkle” to raise funds to continue the RJO Foundation’s mission of providing educational scholarships exclusively to RJO members. Members can either bring their donations to Savannah, or ship them directly to the RJO office prior to the Show. Receipts will be given to each donor, allowing them to declare value of their donated diamonds based on carat weight. Guidelines for declaration will be available in Savannah. END OF YEAR CAMPAIGN RJO Foundation donor envelopes will be sent in members’ October, November and December statements. They are little blue envelopes that look like “church” envelopes. We are encouraging all of our members to make a donation—large or small—and take the tax benefit from their donation before year-end!
ON OCTOBER 19, visitors to the RJO website were in for a nice surprise—a new look. While offering all of the same features, information, and links as before, the new site offers text that is easier to read, a streamlined organization, mobile-friendly interaction, and a more inviting look and feel.
“Our website began years ago as a communications tool for RJO,” says CEO Sarah Streb, “but during the past few years it has become a workhorse, allowing members to access relevant forms and documents, keep on top of our latest offerings, but most importantly, processing their billing online. And with our redesign, online billing is even more convenient than before.”
RJO’s on-line invoicing system allows for statement viewing and download, real-time invoicing, on-line payments, and much more. If you haven't taken a moment to try the improved on-line invoicing tool, now is the time. As always, please contact the RJO office with any questions.
RJO’s Fall Overseas Trip Was “Perfect” WEARY. EXHAUSTED. AND DELIGHTED. That was the return reaction of many of the members who traveled with RJO on the annual Overseas Branding Trip. Connie Matsen, RJO’s trip coordinator, spoke for many, “We had a wonderful trip with a great group of jewelers. We had beautiful weather, and I have to say it was a perfect trip.” All told, RJO hosted 29 stores in their visit to Antwerp, including first timers and veterans. A number of those continued on to Idar-Oberstein.
Julee Johnson, of Julee’s Jewelry in St. Peter and Mankato, MN, flew with the RJO group last month, and on Facebook, offered this advice for those considering traveling with RJO in the future:
“It is affordable and worth going in many respects! Be ready to have fun everywhere — in the diamond district, at happy hour or evenings in the hotel lounge, conversing with vendors, jewelers, and others who are there, touring and exploring. Also, pack a smaller suitcase inside your larger one. You will need the extra one for shopping—especially for the chocolates shaped into diamonds!” Working with our generous overseas vendor hosts, we have just recently been able to finalize the trip dates for next year (see information box below).
To learn more about this great opportunity, contact RJO trip coordinator Matsen at: cmatsen@rjomembers.com.
Be Sure to Mark Your Calendars for Antwerp/Idar-Oberstein in October 2018
2018 Dates
First Europe Trip Hosted by Liz Schlauch & Jeff Horlacher Antwerp: October 6-11 Idar-Oberstein: October 11-15
Second Europe Trip Hosted by Connie & Steve Matsen Antwerp: October 13-18
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
RJO and JewelConnect Enter 7th Year with New Design JEWELCONNECT, THE RJO-EXCLUSIVE webmarketing and online toolbox, has celebrated it’s seventh year of operation with a new store-profile design, as well as features aimed at attracting even more attention this coming season.
“We know it works,” says Boundy, “as we get calls from stores and suppliers asking us questions. Since the system has become more established, the questions have reduced, as most people know how to get the information they need.”
This is the third iteration of JewelConnect.com, which launched in 2010 with a basic design and an idea: to attract and entice online shoppers to go into their local RJO store instead of buying online. Since that time, the system has shown around 6 million pages of jewelry to buyers, around 94 percent of these directly in the U.S.
“We’re not stopping here,” says Boundy. “You’ll see us develop more systems, more features, greater opportunities for retail jewelers to let customers find what they want and buy it locally, and better tools over time—all for the RJO membership. It’s what we do.”
“We’re excited to update the store profile design,” says Andrew Boundy, JewelConnect’s designer. “It brings fully responsive design, a new bridal search, new products, and makes the system ‘all-device ready.’”
JewelConnect, in addition to showing around 15 million jewelry images to buyers, also houses an RJOexclusive diamond library with more than 10,000 searchable stones online. There are tools for profile SEO, plus additional upgrade options, should stores want them.
RJO Partners With Montage
RJO IS EXCITED TO ANNOUNCE its new partnership with Montage—a leading national provider of protection plan programs—featuring the Jewelry & Watch Care Plan. The Montage program enables independent jewelry retailers of all sizes to generate additional revenue while enhancing their reputation for quality customer service. Montage has teamed with Wexler Insurance Agency/IJB, one of the world’s largest independent insurance agencies specializing in the jewelry trade, to offer this coverage to retailers. The program is modeled on the system Montage has used to successfully sell and service millions of plans they have sold. The program offers benefits to both the jeweler and the customer.
Montage Jewelry & Watch Care Plans affordably cover a wide variety of multiyear options, available in two-, three-, and five-year terms for both jewelry and watches. The company also offers “lifetime plans,” including center stone coverage for jewelry. To learn more about the plans, visit: montagejewelrycare.com. Or email: salesupport@montagejewlerycare.com or call: (888) 652-9970.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Brevani Introduces Fashion, Trendy Lines THIRTY YEARS of successfully creating birthstones and colored-gemstone goods would be a nice milestone; for Color Merchants, of New York, it was time to branch out, and they’ve done so with a new division—Brevani. Brevani is a second-generation business, started by Allison and Jordan Peck, children of Color Merchants founders Keven and Helene Peck. Allison is the new branded division’s founder and Director of Merchandising, and Jordan is Director of Operations. “Passion that spans generations begins at an early age,” says Allison. “It is ingrained in your being from your first time walking the aisle of a trade show, hand-in-hand with your parents, to playfully designing and selling beautiful pieces of fine jewelry. Combining our family background, as well as working with fashion industry leader Ralph Lauren, brought a desire to create collections where tradition blends with technology and Old World craftsmanship meets modern design.”
The idea for Brevani emerged after Color Merchants began offering its Ginkgo collection, which featured more artisan pieces than their traditional lines. Allison says the collection elevated their offerings, featuring jewelry that is more fashion-forward and trendy, while staying classic and still appealing to multiple age groups. The Brevani product is able to stand alone as a complete collection, or it may be placed with existing inventory, allowing the retailer to choose how to merchandise the collections. Brevani’s artistic styles and superior quality are displayed in collections of fine fashion jewelry crafted in 14-kt and 18-kt gold, bridging the gap from baby boomers to he millennial market. Brevani is the solution to not only retaining jewelers’ current clientele base, but gives them the ability to acquire a new customer searching for a way to express their style by being on the cutting edge of the most current fashion trends. Brevani launched with the Ginkgo collection, but now houses multiple saleable collections: Ginkgo, Dashing Diamonds, Geometric and Spryngs. “RJO members have come to know Color Merchants as a well-made, well priced, dependable source for their jewelry needs,” says Allison, “and Brevani steps it up to the next level of excellence.” In an interview with National Jeweler, Allison noted Brevani’s path forward will likely come from the reaction of retailers, including RJO members. “We really enjoy being part of the RJO community,” she says, “with its willingness to help others. I feel everyone wants others to succeed, and because of this, I find myself bouncing ideas off other vendors and retailers, really weighing and valuing their opinions.”
Spryngs is the newest collection from Brevani, and it features a patent pending method of construction that allows the band to expand up to one and one-half sizes.
Brevani is located at 6 East 45th St. in New York, NY. Phone: (800) 997-8780 Web: www.brevani.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Holiday Greetings: How A Handful of Words Can Make Your Christmas Special and Your 2018 Bright!
WE ALL RECOGNIZE how important customer service is, but how good is your level of service? Is your team up to the challenge?
What if I told you with just a few changes in your approach to service, you can energize your business and turn your sales team into a sales machine? Like all good ideas, it comes down to simple common sense. There is no replacement for great customer service, and it is so easy to implement. Before I get ahead of myself, I’d like you to inconspicuously watch your sales team as they interact with customers. This will give you great insight into how your store is doing. Pay close attention to what they say and how they say it.
Your team should engage early and with sincerity. Everyone wants to feel welcome and appreciated. How do your customers feel when they enter your store? I maintain that this is the key to most successful businesses. Whether you are selling jewelry or hamburgers, it is important for your customers to feel welcome and appreciated. The higher the dollar value of the product, the more critical it becomes. Have you ever walked out of a business because no one seemed to care about you? I have … many times.
I believe that every customer needs to be greeted as they come into the store. It could simply be a wave or a greeting called out from the back of the store. Just an acknowledgment that they are welcome. In a perfect world, a smile and a handshake is ideal, but that might not be possible every time. The smile and handshake can come later if they’ve been acknowledged and welcomed.
Sincerity is also a key to making people feel welcome. Sincere human engagement is not difficult, but often needs to be practiced. “How are you today, Mrs. Jones?” “Out doing some shopping today, Bill?” “Hey Jim, I saw you yesterday at the steakhouse; how was your dinner?” Nothing difficult here, just sincere questions to engage the customer and to make them feel warm and welcomed.
you” is one simple word. That simple word makes the world of difference in a customer’s mind. If you really want to go the extra step, how about “Thank you for your business, Jim. You’ve been a great customer for years, and we really appreciate it!” How would you feel as you left THAT store?
A final piece of the retail customerservice puzzle is eye contact. Every time I walk into the local convenience store to get a paper or cup of coffee, I am greeted with a loud “Good morning.” When I look to respond, the person who shouted the greeting often has not even looked up. They just responded to the bell on the door. Pavlovian responses are not welcoming. If you can’t look up from your work to make eye contact and greet someone, you might be better off saving the greeting for later in the transaction.
I firmly believe that a store that masters the feeling of warmth, of welcoming, and of appreciation will win the sale nine out of ten times. It costs you nothing to make these small modifications to your approach to your customers, but it will brand your store in their minds as a place where they are more than a customer. They truly matter and are cared about.
Notice the names, when possible. People love to be called by their names. It makes them feel special and important that you care enough to remember their names. This can be tough for some people—as memories are not always great—but if you can work on it, you will see great things happen.
Poor customer engagement also involves my latest pet peeve: “Thanks ... have a great one.” While possibly sincere, these phrases are only two syllables away from greatness.
“Thanks” seems lazy and sloppy at best. It doesn’t really resonate with appreciation, in my opinion. The difference between the lazy “Thanks” and the always appreciated “Thank
In a similar vein, “Have a great one” is a mess. Have a great what? Cup of coffee? Dental surgery? Car accident? What exactly is a “one”? Again, here are some simple improvements: “Have a great day.” “Have a great morning.” “Enjoy the beautiful fall weather.” “I hope you have a wonderful weekend.” Don’t these seem so much nicer? So much more personal? So much less robotic?
Practice great customer service, and have a wonderful holiday season.
Michael C. Woody is President and Chief Idea Officer of Capital Ideas, an advertising and marketing firm. He has been in the advertising and marketing industry for more than 30 years. Phone: 515-556-5373. E-mail: MichaelC@ideas2burn.com Website: www.ideas2burn.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Tom Cook Jeweler Celebrates 125-year Milestone THERE ARE NOT MANY businesses in Daytona Beach, FL more than 100 years old, let alone 125, but that’s what Tom Cook Jeweler is celebrating this year. The jewelry retailer has announced plans to recognize its milestone with 125 Days of Celebration and has invited the community to take part in the festivities.
Established in Georgia in 1892, the business moved its operations to Daytona Beach in 1947, opening its Beach Street location. The 125 Days of Celebration will highlight historical moments, and the store will host special events benefiting local charities—a longtime cornerstone of the company’s philosophy.
“This is a real celebration of family, history and our community,” says Sheryl Cook, president of the business since 1995. The familyrun business also includes Sheryl’s sister Vicki, who serves as secretary; and Vicki’s daughter, Ashley Leonhardt Lee—the fifth generation family member to join the business - the vice president of sales and marketing. Tom Cook Jeweler credits its longevity to the support of the community to which the jewelry store has offered extraordinary customer care and a personal commitment. This community relationship also manifests itself in the selfless dedication of the family to such stalwart nonprofits as the National Easterseals organization, Easterseals Northeast Central Florida, Daytona Beach Rotary Club, Junior League of Daytona Beach, The Daytona Beach Area Chamber of Commerce, the Downtown Development Authority and many more.
Early 1950s shot of Tom Cook Sr. and Tom Cook Jr. in front of the Beach Street location.
“We are grateful to this community, which has given us so much through the years,” Vicki Cook Leonhardt says. “It has allowed us to give
back in such rewarding ways.” Throughout the years, Tom Cook Jeweler has helped raise over $800,000 with the Rotary/ Easterseals Golf Tournament, which will soon be in its 40th year.
The 125 Days of Celebration includes sale events with special shows, exclusive offers and even a new advertising campaign. It also will include special offers available exclusively on social media via the company’s Facebook and Instagram pages. A website with an updated look and modern feel also will be launched during the celebration. Several trunk shows and estate sales also are scheduled to mark the occasion.
Founded by Vaclav Jule Pekor, Tom Cook Jeweler’s policy has always been to please the public. Vaclav always said, “No matter what the complaint, my customers are always right.” Adhering to this business philosophy is what accounts for the quality service and fine reputation that Tom Cook Jeweler has maintained through the years. As one of the oldest businesses in Daytona Beach, it has earned its place in the community as the area’s exclusive Rolex dealer, as well as being its only official dealer for Roberto Coin and John Hardy. Tom Cook Jeweler is located at 150 South Beach Street in Daytona Beach, FL. Phone: (386) 255-1468 Web: www.tomcookjeweler.com (Reprinted courtesy of Southern Jewelry News, September 20, 2017).
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
NEW MEMBERS
5th Avenue Jewelers Douglas Robuck Anchorage, AK
Referred by Marsden Brothers Promotions, Idaho Falls, ID
Adler’s Jewelers Thomas Adler St. Louis, MO
J. Thomas Jewelers Thomas Costigan Rochester Hills, MI
Rickie David Jewelers Rickie Renegar West Plains, MO
Referred by Kent Bagnall, Kent Jewelry, Rolla, MO
Referred by James Kelsey, RDI Diamonds, Rochester, NY
Diamonds on Wabash Sylvia E. Pessah Chicago, IL
Referred by Joseph Jenkins, Podium Corporation, Lehi, UT
Tidwell Jewelers of Greenwood Henry Herron Greenwood, SC Vaughan’s Fine Jewelry & Gifts Valerie Goodwin Edenton, NC
Referred by Stuller, Lafayette, LA
Thank you to the jewelers referring new members to our group. These jewelers will receive a $1,000 finder’s fee for their referral, payable after a new member has been in good standing for at least six months.
Fiebig Jewelers Bradley D. Rockey Sturgis, MI
Referred by Eric Weber, Oro International, Elmhurst, IL; Rob Krusiak, Ostbye, Minneapolis, MN; and Ken Latimer, Imperial Pearl, E. Providence, RI
PLAN NOW FOR OUR NEXT BUYING SHOW!
Sparkle January 20 - 22, 2018 Savannah, GA
NEW VENDORS
Green Rocks Aventura, FL Leon Peres, Ahna Boorks Phone: (786) 506-7571 www.greenrocksdiamonds.com Specializes in producing highquality lab-created diamonds, ranging in sizes from .30cts 5.00 + carats.
Italgem Corp Great Neck, NY Efraim Cohen, Leyla Karmilty Phone: (800) 346-0101 www.bencohenny.com; www.italgem.com Rhodium-plated silver with special cut, semi-precious stone. 14-kt with emerald-sapphire-ruby. Direct importers of loose-colored stones.
Montage/Wasserman & Wexler (dba IJB) Grand Rapids, MI Andre Kwasnik, Brian McCluskey Phone: (888) 652-9970 www.montagejewelrycare.com Jewelry & Watch Care Warranty Program. Provide repair reimbursement to retailers. Montage has teamed with Wexler Insurance Agency/IJB, one of the world’s largest independent insurance agencies specializing in the jewelry trade, to offer coverage to retailers. The program is modeled on the system Montage has used to successfully sell and service millions of plans that they have sold.
Future Show Locations
July 14 - 16, 2018 Minneapolis, MN
January 26 - 28, 2019 Nashville, TN July 27 - 29, 2019 Schaumburg, IL
January 25 - 27, 2020 Houston, TX
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
July 18 - 20, 2020 St. Louis, MO
What Do We Know About the Next Generation?
Cover Story
The term Next Gen and Millennials seems interchangeable these days,
and it can be confusing. In the world of retail jewelry, Millennials are often viewed as the customer, while the Next Gen are the future jewelers.
Yet, they are often both. Using interviews with RJO’s youngest members,
anecdotes from retail pundits, and an international study of the challenges facing next generation jewelers, here’s a look at what the future may hold.
Millennials (The Customers)
You think your generation has stereotypes? It’s nothing compared to Millennials. I began typing “Millennial are …” into my search engine, and you can see below the searches it offers me. I didn’t pursue what the problem with the napkin industry was, but I’ll assume it has some common elements with other retailers’ views.
In September of last year, AdAge ran an article about Millennials stereotype myths, looking at how marketing can account for these incorrect perceptions. (See “Three Stereotypes to Avoid When Marketing to Millennials”)
The first myth is, “Millennials are not loyal.” This stems from the perception this generation is picky. Research suggests they do want attention through customer service and quality relationships, this turns to loyalty if the product or service winds up living up to expectations, or if problems are resolved satisfactorily. When asked about retailers (other than jewelers) who offer attractive customer service, Eddie Bacon, general manager of Bacon Jeweler in Perry and Boone, IA, is an RJO Next Gen member, and he says he sees this attention to “great, interactive customer service” in his area’s family-owned clothing and shoe stores. Another Next Gen member, Dan Basch, is manager of Don Basch Jewelers in Macedonia, OH, and he agrees with Bacon.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
“Professional clothing and shoe stores understand what it takes to create an experience and a clientele,” says Basch. Jaclyn Iden, floor manager for Marks Jewelers in Lawrence, KS, is specific when she thinks of great customer service.
“Nordstrom.” she says. “Their return policy will make you question how they can stay in business, but the answer is they retain their customers. You are able to return anything at anytime for a full refund, or new item. Whether you’ve had it for two days or two years. Now, I’m sure people abuse this policy, but at the same time it is still bringing them into the store. They keep coming back because Nordstrom has shown an understanding and concern for their customers’ purchases.” (See “Yes THAT Nordstrom tire story”)
The second myth is “Millennials will only shop online.” While the convenience of online shopping is certainly attractive, research shows as young adults get closer to becoming part of a family (i.e., parents) they show a tendency to visit brick and mortar stores significantly more than the average customer. Part of this may simply be family outings, marketers suggest it is a way for this generation to be part of a social experience.
While customers do visit Starbuck’s and Apple stores to purchase items, those venues also serve as places for people to gather. And it’s not just because of free Wi-fi. When asked about how their future stores might be different from the current stores they work in, our Next Gen members use words that describe a social gathering more than a shopping outing.
Bacon says his store will be “more interactive which makes it more fun for the customer, as well as the employees.” Basch thinks along the same lines, working to make his future store “stay fresh and fun.” The consideration of employees and customers in creating a social shopping experience is part of Iden’s plans as well. “I’d like to see appreciation of employees and customers,” says Iden. “Something as simple as sending out post cards to customers for their anniversary/birthday, etc. For employees, getting a special treat for their birthday. If a sales goal is met acknowledge it, give more praise than criticism.“
The third and final myth is, “Millennials are cheap.” It’s difficult not to sympathize with a generation that can check prices in their pajamas, make a few clicks and have their package at their doorstep the next.
Next Gen’er Jaclyn Iden, Marks Jewelers in Lawrence, KS, enjoying a break during the Winter Buying Show in Tampa this past year.
This is likely less cheap and more utilitarian. As Millennials age, spending on convenience takes a back seat to spending on quality and what is new. This strategic spending makes them attractive to trends, craftsmanship, and examining the products before buying.
Says Iden, “I think people will be wanting to use kiosks, and want more hands-on do-it-yourself jewelry stations. However, online shopping is very popular and will continue to be, but jewelry is very personal and the idea is to create the online shopping experience in the store, make people want to come in rather than shop online. Make it about what the jewelry represents first, rather than what you are selling. I also believe in this industry it is more about forming and maintaining relationships with customers. This is something the online world can never do, which is why there will always be a need for a storefront.”
Next Gen (The Future Jewelers)
A new generation of jewelers enjoy many benefits of running a well-established family business but at the same time faces different challenges and have their own ideas of how the future will play out.
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
Iden appreciates her current situation at Marks Jewelers, drawn to the store for its rich history (“we’ve been in business since 1880, making it the 14th oldest jewelry store in the US”) but doesn’t necessarily see the store passing on to her. “In theory I would love to own a store of my own,” she says. “Where? This has been my biggest setback. However, if I had to choose today, I would pick Arizona. Anywhere in Arizona—the entire state is my favorite!” And how would her store be unique?
“There are many different policies my store would follow. I’ll save paper and only list a couple.” she says. “One would be communication, such as monthly meetings with the entire store, including the jewelers and watch makers. In retail, there is so much that falls in the cracks between the floor and the shop. Those meetings would help clear frustration. Another would be having a consistent hiring and training process, having an organized training manual set in place, and making sure everyone is following store policy. Another approach I’d take is to not use top sales staff for non-sales activities; they should be on the floor, so I’d hire interns for special needs. Lastly, I’d end the thinking it’s always been this way, so why change? The truth of the matter is the way it’s always been is not the way it is today. I’d be willing to listen to good ideas, and if they work, make them new traditions.” Iden’s situation is somewhat rare in the retail jewelry world, as many Next Gen members are shepherding a family-owned store into the future. Bacon, from Iowa, says “I hope to own both locations and someday build a new store for the Boone location.” Basch, who has ten years of experience, says his plans are similar.
“Yes, I hope to succeed my parents with my brothers one day,” he says. “The locations would be the three that are currently located in Ohio.” Samantha Tupper is an RJO Next Gen member, who works at Wink’s Fine Jewelry in Brookings, SD. She’s been working in the store for three years.
“I am in the manager position, and have worked here for three years,” says Tupper. “I knew since I was tall enough to look into the jewelry cases that I wanted to be a jeweler just like my grandpa (Jerry Miller, current owner of Wink’s). As I grew up everything fell into place. The plan is for me to own the store when Jerry is ready to retire, and I plan to keep everything right where it is here in Brookings.”
Since these three will be taking over stores already up and running, their plans for their future store aren’t as broad as Iden’s.
Tupper says she will update the point-of-sale system, as “we are currently using a very dated system.” She’ll also try to expand the features on the store’s website, which “does not offer e-commerce yet, but does have the capabilities to integrate into e-commerce.” Bacon also expects to update his point-of-sale system, noting it will help to better track sales and inventory.
One of the advantages of working in a store currently, while still planning on running a store in the future, is being surrounded by veterans of the retail jewelry world. Many Next Gen members rely heavily on the wisdom of those who have come before them, and they are thankful for the opportunity. Additionally RJO offers help, namely through the Next Gen Advisory Board, as well as Next Gen Experience, focused on their specific issues. Says Iden, “RJO has been such a positive and motivational organization. They are always accepting of ideas and changes. The Next Gen Board allows for the younger generation to speak our minds, to give our opinion and outlook of the Shows, and what direction the jewelry industry is moving. The Next Gen Experience is vital, and everyone should attend. It allows discussion you would not normally think to have. It allows rants, as well as funny stories from those in the same boat. When you just begin to think ‘This only happens to me,’ RJO opens up possibilities for people who want to own their own store or take over the store they work for, by hosting these events. The RJO Foundation gives you the financial needs to continue education. Overall, RJO is really one big family, and I have met some phenomenal people, who will be there to help with anything along the way in the crazy retail world.”
Reading List
Yes THAT Nordstrom Tire Story October 2015
Three Stereotypes to Avoid When Marketing to Millennials September 2016
10 Things Millennials Want You to Know October 2015 While directed toward landlords, this listing offers insight for all businesses. Millennial Trends & The Jewelry Industry October 2016
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.
FREE CLASSIFIEDS
WANTED: Professional Sales Rep with more than 20 years experience in the jewelry/watch industry is looking for lines to carry. Located in Chicago, covering the Midwest. Please call Chris Caprio at: (773) 383-7160 or email: cjcaprio@msn.com.
CALENDAR November 2017
December 2017
7 Vendor Registration closes for Savannah Show
11 All payments must be received in RJO Office
11 Veterans Day - No mail service
20 - All invoices must be received in RJO Office - Last day to qualify for Patronage Dividend
10 - All payments must be received in RJO Office - Member Registration opens for Savannah Show
21 All invoices must be received in RJO Office 23-24 Thanksgiving - RJO Office closed
15 Last day to notify RJO Office to transfer dating to current to earn towards Patronage Dividend
25-26 Christmas - RJO Office closed
27 Retail Member Registration closes for Savannah Show (and receive $250 travel voucher)
Does RJO Have Your Most Up-to-Date E-mail Addresses? If you’ve changed your e-mail address lately or would prefer to receive RJO communications at a different address, please let us know. Address updates and changes can be directed to Erin Sharp in the RJO office at: erin@rjomembers.com
FAMILY. DIVIDEND. SUPPORT. BUYING POWER.