Jan 25, 2017
It would be reasonable to suggest that the way one dresses may be a reflection of her mood. After all, how likely are you to put on a bright yellow dress when you’re depressed? Such a theory was put to the test by a recent study conducted by Karen Pine, who is a professor in the School of Psychology at the University of Hertfordshire in England. The study examines the link between our clothing choices and our emotional states.
As Rheyanne Weaver reports on GoodTherapy.org, the study found that women who are sad are more likely to wear baggy tops, jeans, sweatshirts and jumpers. This suggests that a priority to be physically comfortable supersedes one’s need to look her best when feeling depressed. The study also found that women who are happy tend to wear their favorite dresses, jeans and jewelry. In other words, we tend to match our moods with our looks.
And while the study appears to convey that we make our clothing choices based on how we feel, the researchers have determined that what we wear can actually impact our emotional states. “The strong link between clothing and mood state suggests we should put on clothes that we associate with happiness, even when feeling low,” Weaver quotes from the study, which interviewed over 100 women aged between 21 and 64 years of age.
Interestingly, the vast majority of women interviewed – 96 percent, to be exact – stated that they believed that what they wear affects how confident they feel. With that said, it makes sense that jewelry is often looked upon as a mood enhancer. Often purchased to commemorate special occasions and/or bonds between loved ones, jewelry pieces are also seen as beautifying accessories. It can be argued then that happiness and jewelry generally go hand in hand.
Donna Stellhorn is a Feng Shui expert and author of the book, 2012 Year of the Water Dragon. She agrees with the study’s assessment that clothing choices and our moods are intrinsically connected. In Weaver’s article, Stellhorn speaks to the energy that the things we wear bring to us. And, not surprisingly, she pinpoints jewelry as something that has the ability to invoke a positive energy in its wearer.
“In Feng Shui we understand how you dress is associated with the five elements,” Stellhorn is quoted as saying, “Each element has an energy, and we’ll gravitate to the energy that’s in harmony with how we feel at the moment…Women’s hats bring attention (from others and our own) to our heads and indicate a person with power…Jewelry and handbags also bring an energy, and therefore an emotion, to the person.”
At TK Enterprises Inc., we have a lot of experience working with jewelry stores and, as a result, we’re very well aware of how positive jewelry can make people feel. Because our team of highly experienced phone agents have called so many jewelry store customers to personally invite them to in-store events, we’ve received first-hand knowledge that buying jewelry can significantly improve people’s moods.
With winter still in full swing, we’d love to assist you in getting your jewelry store to help cure the winter blues of your customers. For more information about our one-of-a-kind Retail Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com.
And don’t forget to come and visit us at booth 714 during this year’s JCK Tuscon event between February 1st and 4th! See last week’s blog for details.
Jan 18, 2017
The team, here at TK Enterprises Inc., has had the distinct pleasure of taking part in some of the most fascinating jewelry shows in North America throughout the past year. Participating in the Select By Centurion Midwest Show in Chicago this past September and the Atlanta Jewelry Show in August, we have had the opportunity to begin and develop relationships with some of the most innovative jewelry retailers in our continent. Each show has been an incredible experience.
So, it is with great excitement that we announce our presence at this year’s JCK Tucson event! Not only will it be a welcome change for us to travel from Windsor, Ontario’s winter chill to Tuscon, Arizona’s sunny warmth, but we are elated to participate in a fantastic show that will be taking place in the desert’s lap of luxury at the JW Marriott Tucson Starr Pass Resort & Spa, located at 3800 W Starr Pass Boulevard.
We are anticipating a dazzling experience! As described by their website, “JCK Tucson is a curated destination of finished jewelry, technology and loose gemstones from the finest designers and suppliers displaying one-of-a-kind collections with the utmost integrity. Surrounded by picturesque natural beauty this is the jewelry industry’s intimate winter oasis offering a relaxing yet productive experiential environment for business and networking.”
JCK Tucson will take place during the first four days of February, beginning on the 1st and running each day between 10:00 a.m. and 5:30 p.m., except for Saturday, February 4th when the show runs from 10:00 a.m. to 4:00 p.m. TK Enterprises Inc. is elated to be stationed at booth 714 where we invite all attendees to visit us in order to learn more about our one-of-a-kind Retail Event Marketing services. And we have no less than two show specials available for all those in attendance!
The first is a special “Enter to WIN!” contest! This exclusive draw will be available specifically to JCK Tucson attendees. The winner will receive 1000 live phone calls for their next in-store event! Our Retail Event Marketing services, which employ highly-experienced phone agents to make calls to your customers in order to invite them to your in-store events, has worked wonders for jewelry retailers all over the continent.
They have each found that, with the help of our friendly and professional team, invitees are not only endeared to attend the in-store events, but are lot more likely to develop loyal connections with their brands. We’re excited to introduce our unique approach to marketing to a lucky winner at JCK Tucson next month. But, as mentioned, we are also offering another special that is exclusive to show attendees.
We are offering a 10% discount on our Retail Event Marketing services to everyone who books an appointment with us during the show! Attendees may choose from four different call quantity tiers depending on their needs. To take advantage of the 10% discount, the special must be purchased at the JCK Tucson event between February 1st and 4th. Our services may be used any time during 2017, however credits will be applied to future campaigns if the call list happens to be lower than the call quantity purchased.
We can’t wait to meet you at this year’s JCK Tucson event! For more information about our one-of-a-kind Retail Event Marketing services and the specials that we’ll have available at the show, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com.
Jan 11, 2017
It’s no secret that people love jewelry. It’s commonly purchased to celebrate special occasions and commemorate significant moments. Engagement rings are the most obvious examples of such sentimental pieces but watches, bracelets, necklaces and more carry a lot of meaning for both their purchasers and their recipients. Of course, all pieces jewelry are not gifts. Many people buy for themselves, simply enjoying the beauty and design of these globally-popular accessories.
With all of that said, however, it’s important for jewelry retailers to keep in mind that jewelry doesn’t simply sell itself. In fact, it’s generally quite the opposite. Because most pieces carry sentimental value for their owners, a great deal of preparation is usually put into the purchases of jewelry. As a retailer, it’s often your job to answer questions and provide senses of comfort to those who are interested in what you have to sell.
This is especially true if the jewelry is handmade. Author of the book, Marketing and Selling Your Handmade Jewelry: The Complete Guide to Turning Your Passion into Profit, Viki Lareau shares her thoughts, tips and ideas about how to endear the buying public to your one-of-a-kind pieces. Among her helpful tidbits of information is her recommendation to speak to customers in person at trade shows.
“Try selling jewelry at a local craft show–the smallest show you can find, your church bazaar, your kid’s school fair, or your town’s local weekend market,” she advises on Interweave.com, “This type of show should be very inexpensive, $20 to $40 for a table or booth, so that you can at least make your fee back. Don’t think of it as a money-making endeavor, though, but more as research. You need to really listen to folks, see which pieces they’re commenting on, which they are ignoring.”
Naturally, it’s just as important to engage in conversations with customers when they enter your store. You’ll want to do your part in asking probing questions to discover what it is your potential buyers are really looking for. Keep in mind that what they’re “looking for” isn’t necessarily jewelry – it’s a feeling – one of compassion and adoration for a loved one. Learning more about the sentimental values they place on your products will help you to sell the right ones.
However, salesmanship will always be at play. After all, you are looking to generate profits for your store. And, as a result, it’s important that your products are properly displayed. That involves placing your items in spots where they can be comfortably seen. In his The Retail Doctor’s Blog, Bob Phipps recommends than you raise your counters so that your customers can see your products better.
“Does anyone want to look at something at the level of their crotch?” he challenges, “No. The sweet spot in any display is the area between the bellybutton and the eyes. You want to highlight your best products at eye level. Stooping over, especially for older consumers, isn’t their preferred way to do many things. Raise your display counters to 42” instead of 32” so customers can have an up-close relationship with the products they’re browsing.”
At TK Enterprises Inc., we believe wholeheartedly in the concept of making direct connections with your customers. Our many years of experience working with jewelry store owners have taught us that the personal connections made between retailers and their customers greatly improve their ability to generate sales. Our expertise, here at TK Enterprises Inc., is to get on the phones and invite your customers to your in-store events so that you’ll be given ample opportunities to make those personal connections.
For more information about our Retail Event Marketing services, please don’t hesitate to call us toll-free at 1-877-622-0195. You may also email us at heidi.tke@tomkaufmann.com.
Jan 4, 2017
Happy new year everyone! On behalf of everyone, here at TK Enterprises Inc., we wish you a very happy, healthy and successful 2017. If you ask us, we can pretty much sum up how to make this year your most successful one yet – pay attention to your customers! To be more specific, we’d advise you to make 2017 the year when you increase your focus on making deeper connections with the people who support your business.
Especially in the world of jewelry, purchases usually come along with personal attachments. Shoppers, quite often, pick up jewelry for loved ones – they are very rarely menial, impulse buys. So when you’re able to make a connection with an individual who is shopping for jewelry in your store, you automatically increase your chances of having that person become more comfortable with his or her purchase.
When you engage in conversations with your customers, you’ll learn a lot more about what makes them tick. You’ll be better equipped to meet their specific requests, know their likes and dislikes and understand how to identify their needs. And, perhaps, most importantly, when you drum up the types of conversations that make shoppers comfortable with you, they will become a lot more likely to provide you with repeat business.
On Unitiv.com, Meredith Estep encourages business owners to adopt the practice of interacting more with their customers. “Instead of merely talking to customers, listen to what they say so you can accurately identify their needs and help them find solutions,” she advises, “Through the course of a simple conversation, you may discover that you offer a specific product or service that would make your customer’s life more convenient. By offering that service, you raise the level of satisfaction and successfully cross-sell for your company at the same time.”
Personal interactions with customers truly go a long way. As mentioned earlier, they don’t just increase customer satisfaction but they inspire customer loyalty. And, to tell you the truth, gaining a loyal customer can be as simple as using his or her name frequently. Does it get any more personal than to refer to someone by his or her first name? Research has shown that people react very well to hearing their names called.
“People tend to like you more if you use their name a few times during conversations,” reports Gregory Ciotti on Kissmetrics.com, “People open emails with more consistency if their name is included. (That’s a big reason to ask for a name if you want increased conversions via email.) People often assume you are more competent if you know their name; it’s a big part of their identity, and if you recall it and use it, you are instantly viewed in a better light in their eyes.”
At TK Enterprises Inc., we specialize in the practice of using customer names during our conversations with them. Our team of highly-experienced and friendly phone agents have decades of experience making personal connections with customers. Our Retail Event Marketing services, therefore, have been very successful in getting jewelry stores high traffic for their in-store events.
Our team makes calls on behalf of your business in order to personally invite your customers to your store for a special event. We have continually proven that making efforts to personally connect with the people who support your store can produce excellent results. If you have any questions about how team can produce those results for your jewelry store’s next in-store event, please don’t hesitate to call us toll-free at 1-877-622-0195.
You may also email us at heidi.tke@tomkaufmann.com.
