Let’s face it—the 2020 holiday shopping season has arrived. Still in the throws of a global pandemic, for boon or for bust, our industry is uniquely positioned to weather the storm. And if there’s one lesson we’ve learned this year, it’s that love never fails. It’s our time then to heed the call once more, and embrace the holiday season as only independent retail jewelers can: With grit, determination, and the propensity to adapt in an ever-evolving, increasingly digitized retail environment. For that, we’ve compiled a simple, yet effective retail jewelers holiday survival guide.

Better Together

Remember, we’re all in this together, so don’t be afraid to leverage your professional network. It also doesn’t hurt to expand it, either; Many retail jewelers have turned to online resources like the Jewelers Helping Jewelers Facebook Group to engage with others in the jewelry industry to shorten supply chains and help them source materials or outsource design/CAD work.

Do It For The Kids

If you have the retail space, consider contacting a local representative for Toys For Tots in your area about becoming an official donation site. Then, communicate with your customers to inform them that they can donate a new, unwrapped toy at your store. This will give your customers another reason to visit during the holidays, and may even compel new clients to return with a donation. Consider offering a complimentary service or small discount with each donation, such as a free jewelry or watch appraisal, or a simple $10 off voucher. Make sure to ask about donation protocols in accordance with CDC guidelines. You could even consider a curbside toy drive for customers who might not be comfortable entering your store.

A Little Preparation Goes A Long Way

Being prepared is always a great start to the holiday shopping season. Everything from bringing your own lunch and keeping all your supplies organized and ready, to double and triple-checking work schedules can be absolutely critical to your holiday survival. Other things to consider are:

• Stock up on paper products, ink, boxes, bows, and packing material
• Know how to troubleshoot your computer systems (especially your WiFi router, POS system, and phones)
• Make a little extra room in your parking lot by parking in the rear or further from the front door to make it easier for in-person shopping (where available)

Minutes Saved is a Dollar Earned

Jewelers know better than anybody how critical time management is to profitability. Explore ways to save time this holiday season. If you haven’t already, sign up for BriteCo’s free jewelry and watch appraisal system here. With BriteCo, jewelers can complete expert, market-accurate appraisals in as little as 5 minutes. Additionally, by offering your customers an instant quote for 5-star Rated jewelry and watch insurance coverage, BriteCo saves jewelers from insurance claim headaches down the road. Claims are handled promptly, and your customer is sent right back to you.

Have Fun!

We can’t emphasize this enough. Decorate your store with the usual holiday fare. Do you require masks in your store? Wear holiday-themed masks (maybe something with a red reindeer nose). Consider printing holiday-themed social distancing stickers in the shapes of Christmas ornaments, gingerbread cookies, or other fun shapes. Post fun photos of your store and staff to your social media channels and even encourage fans to vote on their favorite decorations or staff costumes.

If you found this article interesting or helpful, consider sharing it with others. We wish all our jeweler partners a very heartfelt and prosperous Happy Holidays!

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