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Jimmy DeGroot is known as the “Jewelry Marketing Guy.” He recently created the “Jewelry Store Training” program which has tremendous advantages for jewelers.
He talks about helping jewelers understand how to market their jewelry stores to turn the hearts and minds of prospects into profitable customers and friends.
Jimmy created “Jewelry Marketing Guy” to help jewelers with their specific marketing, merchandising, and staffing needs.
He also developed the “Jewelry Store Training” program which is a weekly training video series that covers a wide range of store topics. Each training comes with assisted notes and a quiz or discussion topics. This forces your staff to engage and discuss the topics.
Clickable Show Notes
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Question #1 Jim, you’re an icon in the jewelry business but I would imagine not many people know the paths you’ve taken over your 20 years in the jewelry trade to get to where you are now. Can you share a bit of that journey with us? Timestamp: [4:35]
Question #2 You were the highly successful manager of the Avenue Jewelers in Appleton WI, and have been directly involved in the jewelry trade for over 20 years now. So why, in your experience do some independent jewelers make millions of dollars a year, and most other jewelers “just get by”? Timestamp: [7:00]
Question #3 Jim, let’s jump right into “The Jewelry Marketing Guy” portion of your business. We’ve got a mutual friend in Doug Meadows from David Douglas Jewelers in Marietta, GA, well I have to tell you that Doug raves about the growth in his jewelry business from using your services. One of the areas he talks the most about is your “Ad Packages” and “Marketing Services”. Can you delve into those packages for us? Timestamp: [8:44]
Question #4 When we were looking over the full array of services you offer jewelers obviously we had to stop and take a good look at the “Radio Ads” and “Voice Over” services you provide. Can you share with the jewelers out there how those two services can impact their business? Timestamp: [14:43]
Question #5 Let’s switch gears for a moment and talk about a new business you’ve started called, “Jewelry Store Training”. I have to tell you, Jim, this is one service that every independent jeweler could use to help train their sales team. Can you share some of the details? Timestamp: [16:16]
Question #6 You know, I can’t imagine your “Jewelry Store Training” program not being a huge hit among independent jewelers. Are there any success stories you could share with us and are there any thoughts of expanding the services to webinars, and city by city training seminars? Timestamp: [19:21]
Question #7 Jim, if you were starting a jewelry store from scratch today how would you connect with potential buyers in your local community and across the Internet? Timestamp: [22:27]
Question #8 You’ve seen a lot of significant changes over the years how do you see the jewelry industry changing in terms of marketing in the next few years? Timestamp: [24:05]
Question #9 Jim, we’ve covered a lot of ground today but is there one question that I should have asked you but didn’t? Timestamp: [26:06]
Mentioned In The Show & Links
Connect with Jimmy DeGroot on social media: Facebook LinkedIn Twitter YouTube
Jewelry Marketing Guy – I’ve always wondered why some jewelers made millions and most other jewelers “just got by”. It became my passion for learning just what it was that made those successful jewelers so…. successful. I was the manager of Avenue Jewelers in Appleton and have been on your side of the counter for 20 years now.
In 1999, With the help of two wonderful guys (Joe and Larry), I was able to go on that mission and come back with the big prize. I’ve learned how to market a jewelry store to grow exponentially. We did it with two stores in Wisconsin and I’ve helped other jewelers across the country do it as well. I’ve learned from great and wonderful people about product merchandising, staffing, sales management, retaining an excellent sales staff, and maintaining a profitable repair and custom shop.
Now, I am available to jewelers to help them one-on-one with their specific marketing, merchandising, and staffing needs. I’m also partnered up with Tony and Sean (Creative Edge Ads) creating beautiful jewelry ads so that independent jewelers have better ads than the big guys. These ads are available at www.creativeedgeads.com.
So read on, listen on, call me, email me, have me come to your store to help you explode your business! You can do it!
Jewelry Store Training – In a nutshell, this is a weekly training video for your jewelry staff to train and grow them about everything involved in the operations of a jewelry store. the videos include such topics as:
Closing throughout the sale – People skills – Diamond Presentation – Getting along with your co-workers – Greeting the customer – Basic Training for the new person – Clientelling – Colored Gemstones – Diamonds – Turning repairs into sales – Contests – Speak the customer’s language – Selling old merchandise – Selling add-on items – Turnovers – Group selling – Using Countersketch – Cover the Sweet Spot – Social Media for Jewelers – Getting Referrals
Jewelers that have been on this program for years just love it because the videos are weekly and relevant. And they’re trained by an experienced guy who’s been and still is in their shoes. I’ve taken jewelry stores to 3x their volume through the practices I teach. None of this teaching is a theory. All of it is from best practices I’ve learned from 20 years in the business and hiring almost everyone you can think of who has trained in the business.
It works like this; Every Monday morning you get an email message telling you your new weekly training is here. You click on the link and log in to your account, and now you can show the training video to your staff, download it for later, or just have them watch it on their own time whenever and wherever they like. Each video is 10 to 20 minutes in length to allow for a discussion and game plan afterward before the store opens. Each training comes with assisted notes and a quiz or discussion topics. This forces your staff to engage and discuss the topics.
There is no contract and you can cancel at any time.
I’ve been training jewelers years and this program allows their staff to have the best training available every single week by a person who has done what he trains on. It’s all about creating habits.
Successful habits grow stores! Let’s get going on growing yours!
Our “Inside the Jewelry Trade” Radio Show Episodes
The host of “Inside the Jewelry Trade” Radio Show – Jewelry Business Strategist – President of Four Grainer LLC. Author of the business books “A Reason To Chant,” and “A Reason to Chant – Jewelry Trade Edition.” Rod lives in Atlanta with his wife and two almost-human cats.