Last updateTue, 26 Jul 2016 9pm

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4 ways to market your store through others’ blogs

There are a lot of advantages to having a blog for your store, as long as you are consistently updating it with quality and helpful content. Blogging shows you’re an expert, with content that highlights tips, trends and advice. It helps build relationships with customers, makes you stand out from your competitors, builds brand exposure and can help your site optimization with fresh content that is keyword-rich. However, it takes time to effectively manage and maintain.

Jewelers eNews Special Report from Jewelers Mutual

Rolex smash-grab-and-run crimes on the rise

Jewelers Mutual is alerting jewelry businesses of a spike in crime specifically targeting Rolex watches.

Because a geographic pattern relating to these incidents is not evident, Jewelers Mutual is advising jewelry businesses in all areas to be on high alert. If you carry high end watches in your inventory, you are a target!

Recently reported Rolex crimes against jewelers:

  • August 26, 2014 - Criminals enter a Virginia jewelry store, smash three showcases, and make away with 27 Rolex watches.
  • August 18, 2014 - Armed robbers target a store in Northern California and make off with an undisclosed number of Rolex watches.
  • August 6, 2014 - Criminals enter a Maryland jewelry store, smash the cases, and flee with 25 Rolex watches.
  • July 27, 2014 - Thieves enter a Massachusetts jewelry business, shatter the cases, and get away with 32 Rolex watches.
  • July 22, 2014 - Armed robbers steal 40 Rolex watches from a jewelry store in Southern California.
  • July 18, 2014 - Robbers target a jewelry business in Texas where they smash through two Rolex cases.
  • July 10, 2014 - Two Rolex watches are stolen in a grab-and-run incident in Oklahoma.
  • June 25, 2014 - Robbers enter a Texas jewelry store where they smash cases and steal an undisclosed number of Rolex watches.
  • June 23, 2014 - Criminals carry hammers into a Mississippi jewelry store and proceed to smash cases and take Rolex watches.

What you can do

Jewelers Mutual is sharing the following safety and security tips to help in the deterrence of crimes such as those described above:

1. Identify when you are being cased. Refresh your staff on casing behaviors, and document any suspicious activity in a suspicious-incident logbook. Review the logbook on a regular basis and make sure all staff has access to it. Report any and all suspicious behaviors to the police and mall security, especially if you see a pattern in individuals at the location.

2. Confirm your surveillance system is operating and recording. Review your surveillance footage in the Rolex display areas of your store to detect any casing activity. Retain the footage for a minimum of four weeks, as recommended by Jewelers’ Security Alliance.

3. Consider hiring a guard (preferably an off-duty armed police officer). Use an unpredictable schedule to deter criminal activity. Also, station extra staff near the Rolex display at your location.

4. Use burglary resistant glazing material for your high end showcases. The material should be applied on the tops and sides of the cases.

5. Lock showcases when not in use. Make it a habit to lock the showcase after removing or returning items, even if you are walking away for a short time. When handling merchandise, replace an item and lock the showcase before going to a second showcase for an item. Unlocked showcases make it easy for thieves to grab items and run out the door.

6. Display high-value merchandise away from the exit. Luxury watches, large-carat jewelry items, and other high-value pieces should be distributed among several cases located as far as possible from any means of egress. As an additional precaution, arrange obstacles such as other showcases or furniture between your high-value merchandise and the exits.

7. Serve one customer at a time. Give each customer your full attention. When you can focus on one customer at a time, you deliver exceptional customer service and deter thieves from targeting your store.

8. The layout of your store is important. Jewelers Mutual recommends that store owners consider designing the store so that customers must walk around showcases to reach the door rather than have a straight path to the exit. This simple measure helps customers view even more jewelry as they walk around the showcases and improves store security.

9. Become a member of any local crime prevention network. Stay out ahead of crime by sharing crime alerts with other jewelry businesses in your area.

10. Use a private showing room. When possible, consider showing high value, high target merchandise in a private showing room. These rooms should have excellent surveillance coverage. Consider involving a manager or another sales associate when showing items over a certain value.

To learn more aobut Jewelers Mutual’s Jewelers eNews Reports, contact Jewelers Mutual Insurance Company at www.JewelersMutual.com or 800-558-6411.

Should you be using Instagram to market?

Although Instagram is much smaller (about 200 million users) than the social media giant Facebook, it’s a growing platform with growing opportunity. And since Facebook purchased Instagram back in 2012, we’re going to start seeing more integration with these two social media networks. For example, in the new Facebook Page layout, you’ll find an Instagram tab built into the page.

Jewelers of America releases 2014 Cost of Doing Business Report

(NEW YORK) - Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, has released the 2014 Jewelers of America Cost of Doing Business Report, an invaluable benchmarking tool for retail jewelers. The Report compiles 2013 financial data from a cross section of jewelers and reveals sales, product distribution and operating trends of retail jewelers along with high-profit performance indicators so owners and managers can compare their figures and learn how to become more profitable.  

Summer is over, but the threat of natural disasters is not

(NEENAH, Wis.) - Hurricanes are often associated with the warm weather of summer, but few realize that hurricane season doesn’t peak until mid-September and won’t end until Nov. 30. In the calm before the storm, Jewelers Mutual Insurance Company has created a new Secure Business Series video titled “Disaster Preparedness” to emphasize the importance of disaster planning and put the threat on jewelers’ radars, regardless of the forecast.

Rembrandt’s Symbols & Expressions® makes a splash during Fashion Week

(WILLIAMSVILLE, N.Y.) - Fashion Week hit New York City in early September and Rembrandt Charms took full advantage of the event by featuring their new Symbols & Expressions® collection on the Fox jumbotron in Times Square.

“This is an amazing opportunity for us. It’s the beginning of humanizing our brand and letting the consumers know we’re here,” stated Melanie Busch, Marketing Director of Rembrandt Charms. “It’s important to stay focused on the people buying our product.”

NAJA offering scholarship for gemology student

The National Association of Jewelry Appraisers (NAJA) is pleased to announce that it will award an ACE© It Appraisal Conference Scholarship to a deserving gemology student. NAJA invites GIA, FGA, FGAA, FGG, FCGmA, RGA students to apply for this scholarship for the 43rd Annual ACE© It Winter Educational Conference scheduled on February 1 – 2, 2015 in Tucson, AZ.

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