Jewelry Carbohydrates

Those of you who know me well know that about every four years I go on a diet. Not the New Years resolution kind of diet that’s all bluff and no beef, but a serious one. It has become a necessary part of the maintenance regimen for my Adonis like physique. Looking this good takes sacrifice people! It takes determination and almost super human self control. (As proof, I submit that to the utter disbelief of my fellow New Years Eve revelers, I didn’t even have a sip of Champaign at the stoke of midnight!) It is also my way of helping reduce our nation’s catastrophic obesity problem, starting with the man in the mirror. You also know that I would never be caught hanging out at one of those yuppy filled, socially conscious athletic clubs taking a Zumba classes. Nope…never happen. Besides, I am allergic to actual physical exercise….really. So the diet has become my weapon of choice in the battle of the bulge.

Over the years I have learned that 2-3 months of Atkins low carb eating gets me back to the weight I was on my wedding day. I must tell you, it’s not just healthy to cut out all those unnecessary carbohydrates, its down right enlightening. You start realizing just how badly we eat as a nation! You realize that your actions, your choices have a profound affect on your body shape, your overall health and you spirit. Yes, I said spirit. I find when I’m in this low carb diet zone, I become empowered, focused and task oriented. I become a doer, not a sitter. It’s all about realizing those things that are not good for you and eliminating them from your life. It’s about focusing on only those things that build our body’s muscle and eliminating the “crack” carbohydrates that for the most part are the real source of our fat and misery.

I believe this diet process enlightens me to see the world in similar terms…and yes even our business. Lately, as I approach the year ahead, I’ve been asking myself, what are the carbohydrates in the retail jewelry business that keep us from thriving? What are the carbohydrates that build our fat not our business muscled? So think of your jewelry store as a living breathing human body. Think our your store as a big buffet. What are the products we serve that give us quick easy cash flow, but little long term value. What is the junk food on your buffet? Are you in the fast food business serving up the latest fads and cheap disposable commodity jewelry, or are you a fine restaurant that serves unforgettable meals to people who know and appreciate the passion that went into the cooking? I say it’s time to cut out the jewelry carbohydrates and focus on the steak, fish and protein that will build your store for the long haul.

So what am I really talking about? I’m talking about cheap sterling, “fashion jewelry” and yes brands like Pandora. I’m talking about low priced, labour intensive inventory that does not attract serious, long term jewelry clients. This is the junk food of the jewelry business. Now, I’m not saying we have to take the “burger” of your menu, I’m just saying, don’t let your store be known as just a “burger joint”. These easy carbohydrates do play a roll and serve a place in most of our stores, but on a corporate and marketing level, don’t we really want to sell diamonds, bridal and better designer jewelry?

I submit, as our economy improves this year, and it is improving, we must own the higher ground in our communities. Do you want to known as “the Pandora jewelry store” or would you rather be simply “THE Jewelry Store”. Now don’t take this as an attack on Pandora, as you know I have been a fan of it’s ability to drive new consumers into fine jewelers. I’m not saying you should not have it in your store. It still can play a roll.  I’m simply saying, our business is way bigger than Pandora or any other fad line. They come…and they go. We stay.

This year, I say cut out the carbohydrates. Focus on the quality designer brands, beautiful diamonds  and gorgeous bridal jewelry that built our stores in the first place. You are a fine jeweler not a fast food joint. Your average ticket and gross volume will go up…. and so will your reputation.