I was overhearing a man talk yesterday and he was telling the sales staff at this store that 'flowers and chocolates' just don't cut it anymore. And I thought, what a great theme for a Jewelry store.

During events such as Mothers Day, Christmas and Valentine's your main competitor is not the Jeweler down the road, it is all the other products that are trying to get a piece of the gift dollar.

If you can convince the public, through your marketing, your store and through your staff that to make it special, you make it Jewelry, then you might not only make it special for your  shoppers, but also for your bottom line.