Happy Valentine’s Day!
Valentine’s Day is my favorite holiday. The gift decision is easy. There is only one choice - jewelry. Sure, flowers and candy are nice, but they are only the side dishes to the main course, which has to be a piece of jewelry. Show up with anything else, and it might be, and deservedly so, your last Valentine’s Day together.
The other holidays and gift-giving occasions often allow for clothing, accessories, or electronics. But Valentine’s Day celebrates only one thing, and love, affection, and commitment is honored solely with jewelry. If it isn’t measured in carats, it’s not really a Valentine’s Day gift.
Smart retailers convey this message to their friends and customers every chance they get. Valentine’s Day is Cupid’s gift to our industry, and we should be thankful and take full advantage of the opportunity. Remind your customers they are better off keeping their blood sugar in check, and that nobody, not even their starry-eyed loved ones, enjoys their amateur poetry.
If you’ve been on an airplane lately, you know that “customer service” is no longer part of the deal. You check yourself in, you place your bag on the belt, and if you want a snack while in flight, you had better pack it yourself (and hope that the TSA doesn’t swipe it from you!). As I boarded my last flight, I thought they were going to hand me a scraper to help de-ice the plane!
This Valentine’s Day, customer service will be key, especially for those shoppers who are in the early stages of a relationship, and are afraid of sending the “wrong” message. Sharp retail jewelers will help them select the gift that sends the right message, whatever the status of the relationship might be. Make sure everyone knows where these special items are in the showcase.
For years, The 24 Karat Club has been helping retail jewelers help their customers by offering scholarships to further their training and education. Knowledgeable jewelers assist their customers in making well informed and confident choices that are appropriate for the occasion and budget.
I hope you are planning to attend the SJTA show next month in Atlanta so that you’ll have the opportunity to meet many of the members of The 24 Karat Club and ask about the many scholarship opportunities that might be available to you, your staff, or someone you know.
Happy Valentine’s Day to everyone from The 24 Karat Club, and despite what I said about watching your blood sugar and jewelry being the only gift for the holiday, I wouldn’t say no to a nice box of Hershey’s Kisses!