The 2017 Retailer Holiday Survival Guide

Tips from your fellow jewelry retailers on making the most of this holiday season

 

Ready or not, the holidays are here. You’re stocked. You’ve cleaned. You’ve advertised. Now, all you need to do is put on a big smile, greet those customers, and send them off with something just perfect for their gifting needs. But what about all the little things in between—when your feet ache, your stomach is growling, and you have paper cuts from wrapping those gifts in the back room? We asked some of our favorite retailers what they do to survive the holiday sales rush, from making it feel special to pampering themselves as much as possible. Here’s what they said.

“I make sure to have an extra pair of shoes and to have plenty of snacks in the store. I always look forward to the busy season because it is so vital to our business.” —Maria Aguirre, Benold’s Jewelers, Austin, TX

“Enjoying the holidays at Kathryn Penn Fine Jewelry in Aspen means a daily meditation with my staff. We take at least 10 minutes to sit in the office and breathe, visualizing what we want to create that day, and reminding ourselves that our intention is to plant kindness and grow love as we connect with each of our customers.” —Kathryn Penn, Kathryn Penn Fine Jewelry, Aspen, CO

“I provide lunches quite often and always have snacks available. Some days, getting out for lunch isn’t an option. We do potlucks every once in a while, too.” —Tom Nelson, Nelson Jewelry, Spencer, IA

“Keep first things first: How are we supposed to help customers celebrate the season if we aren’t celebrating it with the ones we love? Take a night to look at Christmas lights with family, have a big dinner with everyone around the table, or go to a movie together. Make some memories during the month. It will make the busy moments so worth it!” —Kyle Bullock, Bullock’s Jewelry, Roswell, NM

“My first step in opening the holiday season is to take a short trip to Vegas with a couple of girlfriends, to shop and see a show. That really helps me get into a more festive mode. At the store, our back room is stocked with yards and yards of fabulous ribbon, and our staff is fully trained on how to make a perfect bow to go with that perfect gift!” —Soraya Cayen, Cayen Collection, Carmel, CA

“This is a photo of our window display, featuring our ‘Kesslers little red box.’ Doing things like this are what helps us to get through the holidays happily and joyfully, and it brings clients in the door!” —Jim Bretzel, Kesslers Diamonds, multiple locations in the Midwest

“Have lots of healthy, quick snacks for everyone—like nuts, fruit, and hummus with carrots. Our clients are wonderful and bring us lots of sugary, sweet treats. We have boxed candy with our name on it to give back to them and thank them for their kindness. But to work long hours and stay healthy, we have to eat healthy.” —Teri Hayman, David Hayman Jewellers, Yorba Linda, CA

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