Instore Magazine, a nationwide trade publication for jewelers, offers tips of the trade for store owner-managers. Eileen McClelland of Instore Magazine recently covered the COVID survival tactics of Yardley jeweler Michael Kanoff.
Kanoff, owner-operator of Michael’s Jewelers, cited the strength of his business plan. Its marketing allocation focused sales on the bridal specialty business. His sustained investment in advertising, he asserted, saved him from a pandemic-forced closure in 2020.
He devotes a full 25 percent of Michael’s Jewelers’ revenue to marketing efforts. His message is relatively simple. Kanoff described it forthrightly: “We’re different. We’re unique. We’re custom. That’s us. No compromises. We’re going to build a bride her dream ring, and it will stand out from the crowd.”
Instore Magazine‘s compilation of current bridal business best practices also included other viewpoints from jewelry retailers across the country.
Their recommendations ranged from ensuring an informative, accurate and complete web presence to being diligent on social media.
Jeremy Auslander, owner of Roxbury Jewelry in Los Angeles, touted his pressure-free, private, luxury office. He calls it “…the way diamond and jewelry buying should be done.”
Cathy Miller of Caleesi Designs Jewelers in Austin said one-of-a-kind design is her specialty. She finds that market niche “…something non-custom jewelers just can’t compete with.”
More on the pandemic survival of the jewelry industry nationwide is available at Instore Magazine.