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Editor's Note

Our December Issue Has All You Want for Christmas

From personal stories to sharp business advice, this issue has everything you need to get through the holiday season.



YOU’RE PROBABLY READING this during one of those rare breaks in the holiday action — or it’s possible you’re just now opening this issue AFTER Christmas.

We understand how fast and furious things can get in a jewelry store in the month of December. So, we put together a story about 10 “daredevil” store owners. They thrive in situations that others (like me!) do their best to avoid. Our hope is that you can live vicariously through tales of their off-season exploits during this most hectic time of the year.

But this issue isn’t all fun and games. As always, we offer up advice on a myriad of topics, like Shane Decker on three good selling habits that could help you close more sales while also making your clients happy, and Jimmy DeGroot on why the holidays are the perfect time to get an outside perspective on your store (and some great ways to do that).


And it wouldn’t be our December issue without stories about jewelers who give back to their communities. Read about the team at CD Peacock, who spent a day together putting together bicycles and duffel bags for foster children, and Keith Leclerc and his team at International Diamond Center, whose Fifth C Foundation benefits several causes near and dear to their hearts.

All in all, there’s a wealth of must-read content in this issue. I only hope you can find the time to read it! Happy holidays, and thank you for supporting INSTORE in 2023!

Now Introducing The INSTORE Show, Coming to the Chicago Area in 2023!

Trace Shelton

Editor-in-Chief, INSTORE

Five Smart Tips You’ll Find in This Issue

  • After the holidays, hold an open team meeting to talk about the positives of 2023. (Manager’s To-Do, p. 26)
  • Hold “stay interviews” with your employees to identify what you can do to keep good workers. (Ask INSTORE, p. 55)
  • Hone in tightly on the motivations of the particular audience of each marketing effort. (Andrea Hill, p. 54)
  • Rotate social media duty among staff to give more personality to your posts. (Tip Sheet, p. 46)
  • Hold a “Gambler’s Sale” of increasing discounts to clear old inventory after Christmas. (Brainstorm, p. 52)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at



Why This Jeweler Chose Wilkerson

Mark Lauer is the owner of Mark Michael Diamond Designs, the Minnesota-based jewelry gallery known for exceptional and uniquely designed diamond jewelry. Though he loved creating the beautiful jewelry his business was known for, retirement was an exciting alternative to the 60+ hours a week he’d spent building it up. He called Wilkerson to help with a retirement sale. “I did talk to two other companies, but I just didn’t feel they offered the same services that Wilkerson did,” he says. “I knew Wilkerson had the expertise to follow through and give me the service and results that I wanted. They’re the number one rock stars in this industry.”

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