Jewelers Fast Forward

How to make a new home in a town you don’t like?

2012-01-27T19:20:00.000-08:00

Last summer my entire family made a huge change in our lives. We stopped traveling the 11 western states selling door to door and settled down in Las Vegas where our primary residence sat unused for 10 plus years. I had always stated how much I disliked the Vegas area. Noting it was all about smoking, drinking, partying and gambling! Activities I had no interest in.
Well, I sat in my backyard the past 6 months noticing the humming birds that feed on our flowers, the cat, Henry visiting our grassy yard (thanks to my Mother-in-Law’s green thumb), the pomegranate tree bursting with fruit and began to think. “If I’m going to make this my home, I damn well better turn it into a place I love!”
Being the social animal I am, I began thinking about what would make this desert my “happy” home. Deciding that it would have to begin with community, I listed all the things that bring a smile to my face. My 12 year old daughter and family (on a good day!), yoga and believe it or not…technology!
Then I started researching each category and came up with a plan of action: Joining my daughters PTO and parent/school business group, a yoga studio and yes, the Las Vegas tech community!
Now that I’m into these communities and the people they provide, about 6 months, I can honestly say…I’m beginning to enjoy Las Vegas. How about that? Put the thought and energy into something can really change your out look. Have you ever tried to recreate your community?

3 friends got new jobs! How many stayed in the jewelry industry?

2012-01-22T16:07:00.000-08:00

I have several friends in the retail jewelry industry looking for new positions. Their specific reasons vary but the theme is always the same... They feel they're in dead end positions with not enough income, no benefits and no place to advance to. It seems that the retailers are having a difficult time recreating the sales persons job in the "brick and mortar."

These sales people are the "cream of the crop" when it comes to selling jewelry. The problem is that there just aren't enough buyers walking in their retail doors to sustain the sales force on the floor. They love the industry and have been looking for a few years at other options just to stay in the industry. Alas, it wasn't in their cards...

Sadly, two of these superb sales people have just left the jewelry industry. One joined a green trade show company and the other a health care company. Both positions included more money (yea!) and better benefit packages. (Anything is better than no benefit packages, right?)

The third person I'm referring to is in the process of creating a new position with an evolved company still in the industry. I sure hope he's able to make a go at it. I hate to think that many of my friends will have to leave the jewelry industry in order to lock in solid positions for themselves!

Do you know people with the same dilemma? What are they doing about it?

Building Your Online Presence Part 4

2012-01-16T14:37:00.000-08:00

After blogging, the next most effective way to build your online presence is on SM (Social Media) sites. Which site you begin with will depend on your type of business. I have found that for a B2B (Business to Business) business, Linked In seems to be the most effective while Face Book works best for the B2C (Business to Consumer) business. That does not mean that they are mutually exclusive. My business is primarily B2B so I have many contacts on Linked In and I still have a (business and personal) Face Book page.

One of the things to remember about SM is that it is constantly changing. That can be a good and bad thing. That being said, remember that the "beast" called “SM” is constantly changing. In fact I have begun to analyze what the Face Book Business pages offer our industry as well as Google+ with all it's bells and whistles and will report my findings when I have chewed on them a bit.

Happy New Year to you and yours!

2012-01-03T13:18:00.000-08:00

I look forward to sharing all that I learn about technology and how best to use it. Please keep in touch and follow me at my website; http://www.v-by.com/ , on Linked In at; Deborah e. Hecht, g.g., on FaceBook at: V-By, your personal concierge or follow me on Twitter at; VBytechnology!
Cheers!

Stay Inspired into the New Year!

2011-12-27T14:55:00.000-08:00

Building your Online Presence Part 3

2011-12-25T15:43:00.001-08:00

Although I am a member of the jewelry community, this series is meant to assist anyone (wholesale or retail) who is looking for the most concise ways to grow their brick and mortar business into a dual cash flow business by incorporating an online presence.
In Part 1, I pointed out the fact that there is much speculation throughout the technology community about the existence of websites becoming obsolete in the near future. Actually, that makes sense. Social Media is all about relationships between people and their interaction (like using a 2 way radio.) If a website is current it will be filled with oodles of great information BUT that info is static (like a 1way radio…hello..?) Meaning that unless you are so high on SEO (Search Engine Optimization), someone may never find you, your business or your great information. That is why I feel any company still struggling with the question of whether or not to create a website should “cease and assist.” There are more effective ways to get your name, product or idea out there!
In Part 2, I noted that “Blogging” (here I am) is a very important way to connect with just about anyone on the planet (which is kind of cool!) Through my own experience, it is essential to share content on a regular basis. Blogging occasionally doesn’t seem to capture a regular audience like consistent posting. The beauty of sharing content on your own blog is that it doesn’t always have to be your own original content. You might write about some of your own ideas and you might share someone else’s ideas or information on any particular post. (Be sure to give them credit!) The more you blog, the larger your audience grows. The larger the audience reading or listening on video to your blog, the more you become a voice of authority.
Being that “voice” is exactly what will grow your listening audience. Isn’t it a beautiful thing? You can make a name for yourself on the Internet without the cost of that billboard or that all day trunk show. This is a new way to build an audience who is looking for answers from you specifically.

Building your Online Presence or “Branding” Part 2

2011-12-21T07:43:00.001-08:00

Today it is well documented that by building an online presence you will have the ability to reach more people and eventually do more business. An online presence is very much like “branding.” In the past, when a company worked hard to “brand” their product they would work with retailers and advertise in important magazines or on billboards, get interviews on talk shows and even do live appearances in front of consumer audiences. These were known to be the most effective (and expensive) ways to introduce and motivate your audience to buy your product.
This is where the beauty of technology fits into business like a charm! In fact, it’s one of the things I like most about the Internet. Instead of costing tons of money, the largest expense using technology is the time it takes to learn. Having an online presence or “branding” makes it possible for the small guy to really make a splash over the Internet. In my view, the presence of technology really does level the playing field for everyone, so you no longer have to have the deepest pockets to get somewhere today! Yay!
Since I’m writing and you’re reading what I’m writing, I may as well point out the obvious. Blogging is a fabulous way to build your own online presence. Blogging has become a major forum (or platform or soap box) for anyone to write and video record (which I will be doing in 2012) their opinions, facts and information about anything. The SM (Social Media) experts claim (Hubspot) that the more often and regularly you write, the more of an audience you will attract. I have experimented (not intentionally!) to see if I agree with that fact and I do! When I write more frequently, I have a steadier readership.

So, if you’ve fantasized about writing the next American novel or sharing the reason for the next jewelry collection you’re designing, building your online presence with a blogging campaign may be the least expensive and most successful way to actually do just that. And to think, it’s all because of the existence of the computer that makes it possible today!

Building Your Online Presence is a Must!

2011-12-14T14:56:00.001-08:00

"Building your online presence is today's branding."

There are several ways to begin building an online presence. Many of them are fairly simple and don’t have to cost you loads of money. All you have to do is commit the time to learn and to educate yourself.

These days, the best part of learning something new (including growing your online presence) is that you no longer have to drive to a classroom at a designated time! Just go online, Google your question and up will pop several sites and blogs (like mine) with a variety of answers. Due to the fact that Cisco says that in 2014, 95% of Internet traffic will be on video, you will likely get the choice of learning methods: to watch it on video or read it. Another positive addition to online learning is the fact that you can schedule when you want to learn!

5 years ago the obvious first answer to the question “How do I grow my online presence?” would have been with a website. Sorry to say that that boat has already left the shore. It is no longer the best or first way to create an online presence. So, if you are still deliberating about building or hiring someone to build your website… hold that thought!

When you analyze what a website does you’ll probably agree. Websites are passive. They sit on the Internet waiting for someone to happen upon them. According to many Internet gurus, (i.e. Michael LeJeune, Business coach, http://www.michaellejeune.com/?p=374) websites will soon be a thing of the past and SM (Social Media) platforms will (and already are) taking their place. This is mainly because SM platforms are interactive. Conversations, comments and just general observations and opinions can take place and drive consumers interest. This is where your presence begins to take hold and the movement of product can begin.

So, even though you might have resisted the path of SM to begin with, I recommend that now is the time to reconsider your strategy. It doesn’t matter if you’re in wholesale or retail, SM platforms are an excellent place to begin to grow your online presence. Let me know what you think and how you proceed.

Blogging Tips...Thought you'd want to know as well!

2011-12-02T14:01:00.001-08:00

Hubspot has been recognized as a rising company within the world of technology. Thought I would pass this on to all of you bloggers out there!
What common blogging mistakes are you making? Find out how to fix them in our free guide: http://j.mp/qcsxCq

WILL BLUE NILE AFFECT YOUR BUSINESS IN 2012?

2011-11-25T16:27:00.001-08:00

It seems that many jewelry stores have seen a dip in their diamond and bridal business over the past 3 years. I think (and so do many of those retailers) that much of that falloff is due to younger customers researching and ultimately buying "online" instead of walking into a brick and mortar(their stores.)
Today, Blue Nile is the largest online jewelry site. In fact, they sold over $300M in 2010. Whenever I bring up this fact, every retailer agrees that some of those sales were made to their customers. I can’t help but think that if we as an industry were to modernize our efforts and work over the computer more we could recapture those customers.

In a recent National Jeweler article (online…) Chief Financial Officer David Binder of Blue Nile explained a new somewhat disturbing trend everyone in the jewelry industry will have to face. “When we look at the industry we see marriages declining and the spend on the engagement product declining fairly significantly over the past years,”
http://www.nationaljeweler.com/nj/majors/financial-reporting/article_detail?id=27421
To counter this apparent trend, Blue Nile has decided to broaden its jewelry focus by adding fashion jewelry to its site. Well, if you have been worried about your bridal business, what do you think may happen to your already "stalling" fashion jewelry sales? It seems to me, if Blue Nile has found such great success doing business online, why haven’t most jewelers figured out how to capture a piece of that pie?

Being deeply connected with our industry, I have been waiting for the brick and mortar retail stores to jump on the computer and fight back! Today with the pool of technological possibilities available, using smart technology for business may be challenging at the beginning but necessary none the less. All it takes is your commitment!

“Mom.. do I have to use technology?!”

2011-11-20T15:14:00.001-08:00

OK, so you don’t want to use technology. “It just doesn’t suit you. You like doing it the old way. We can’t teach old dogs new tricks. Your mind is already filled to the brim. You are so tired. It looks completely daunting. You just don’t have it in you. Finally, you don’t want to learn something new.”

I get it. But, what are your options? Do you sell your business? Do you close your doors? Do you go back to live with Mom and Dad? Check into the Looney Farm? Retire if you can? Or die? If these are true options for you, STOP READING NOW.

BUT, keep reading if you’re not going to hang it up. Are you ready to challenge your mind and keep it clear for your own enjoyment, your enjoyment of your grandkids and on into your golden years, etc..?

You don’t have to learn how to use technology alone because you’re not alone. I speak to others in our industry every single day and each person, be they wholesale or retail, has his own version of the same story. “Technology is here to stay and what am I going to do about it?”

Let me tell you about my own relationship with technology; “It shifted from disinterest to complete terror to exciting new adventure using this cool thing called my computer.” It was then that I began to recognize that technology was my lifeboat and I haven’t stopped rowing since.

What will it take for your relationship with technology to become so exciting? Your personal commitment together with the willingness to spread the word in our industry is all you need.

To join me in my lifeboat just decide you are going to survive, grow and get smarter using relevant technology (V-By.) BTW, if you choose to learn with some of your contemporaries, we would train you as a group. This will allow you to be accountable to each other for support and to share the excitement you will receive with your many new successes! V-By is committed to keeping you updated. My lifeboat still has room for you!

In the near future, we will be holding free 30 minute V-By webinars. Let me know if you would like an invitation.

5 Relevant Points for Wholesalers to Explain V-By Technology to Retailers

2011-11-01T19:56:00.000-07:00

1) As of today begin telling every one of your clients (with enthusiasm) that you’re going to bring them better service using technology!

2) Let your retailers know they will have the ability to look at your merchandise "live”, in fabulous detail whenever it is convenient for them.

3) This new way of conducting business gives your retailers (and their clients) immediate answers to relevant questions from you, the expert!

4) Inform your retailers that V-By technology not only allows them to see your product "live" but also allows them to invite their clients (no matter where they are) into the same meeting!

5) Make sure your staff understands that V-By technology gives them a “no boundaries” ability to conduct business. (You could offer your staff commission for V-By sales they make.)

***We're planning an early December free webinar to show V-By's capabilities. If you want an invitation to see for yourself, let me know. d:)

Have you considered closing your doors?

2011-10-30T20:54:00.000-07:00

As a road rep, I had to consider this question myself. “Should I get off the road?” I compared my income against the dollars and cents it took to travel throughout the 11 western states in a 40foot RV. I not only took into consideration my personal costs of doing business that way (diesel, upkeep of the rig, RV space each night, gas in the automobile we towed, Babco insurance on my valuable trunk, just to name a few), but also the strain and stress my struggling clients faced when I walked in their doors. There was too much pressure on them to buy enough merchandise from me to keep me returning the following season and I found I could not make enough income to do business that way any longer. It was a hard but necessary fact to face.

I recommend you begin by looking at different ways to create streams of income with the infrastructure you already have in place. It involves reviewing the hard facts of doing business today. How many people walk in your door or contact you to place an order? What is your average sale, which products sell and which don’t? What is your competition doing right and what are they doing wrong? Do you know what they are doing at all?

Gone are the days of winging it! Our margins are far too close for that. What used to get us “triple key” is lucky to be “key” today. We as business owners cannot count on it being the same way any longer. Today each one of us has to reassess our methods in order to keep our doors open and business flowing.

If you can ask and then answer these important questions honestly for yourself I believe there are new doors you can open. Personally the "technology door" is my choice. What will yours be?

Everyone Needs New Ideas for Blogging...right?

2011-10-17T10:04:00.000-07:00

HubSpot is a trendsetting company that generates useful information for all of us who don't have enough time... This is a perfect example of valuable info that I know I need and thought you might want to use for your blogging enjoyment as well!
"HubSpot: Need ideas for your business blog? Here are 10 posts you should write for your business now. - http://t.co/keF6trMC"

--http://twitter.com/HubSpot/status/125617115301560320

When a Friend has Passed...

2011-09-29T08:28:00.000-07:00

My friend Sandy Bassler died early this morning. The same day as the Jewish New Year of 5772. A poignant point in time that makes her passing a celebration of new beginnings.

Sandy was a good friend for many years. I respected her and admired her fortitude, skill and kindness. She understood others pains and always made time in her busy life to listen and offer support.
Sandy made the best she could out of the cards that were dealt her. Not complaining, blaming or feeling sorry for herself. Sandy was feminine, soft and always engaging…I will miss her voice.

Sandy is a part of me now. She is weaved into my fiber. Goodbye my friend.

8 Current Technologies That Will Shape Our Future

2011-09-18T19:00:00.000-07:00

http://mashable.com/2011/09/18/future-technology/

Industry’s ‘Digital IQ’ climbs but still lagging | National Jeweler

2011-08-25T09:09:00.000-07:00

Industry’s ‘Digital IQ’ climbs but still lagging National Jeweler

Not a surprizing article just out in The National Jeweler. Another indication for each one of us in the jewelry industry to pay attention to! V-By is all about raising "Digital IQ."
If you want to know more about raising yours, contact us!

Yes, LIVE diamonds shown over the internet.

2011-08-10T21:15:00.000-07:00

Technology just doesn't quit and it's a good thing. After all, the jewelry industry needs a break! Today, a person looking to purchase a diamond can see not only the certificate online, but using V-By technology the actual LIVE diamond it self! The customer is able to speak and ask questions directly to the person selling the diamond. This new level of live communication allows both parties to do business with all of the answers necessary for the buyer to feel confident. Bravo!

This is a video of a live presentation! Want to know more? Contact us at http://www.v-by.com/

2011... is Star Trek really here? YES!

2011-08-05T10:44:00.000-07:00

Do you think V-By technology is advanced? Check out this video to see where technology is really going!

ARE YOU THE EXPERT IN THE CLOUDS?

2011-07-23T14:50:00.000-07:00

This past week I attended an interesting webinar "A Practical Approach to Social CRM (Customer Relations Management) for Small Businesses" by Intelestream. I picked up some good information and statistics that blew my mind!

The more I learn about SM (Social Media) and the massive numbers of people using it, the more I understand why the jewelry industry is stalling... Did you know that 93% of American consumers expect any business to have a SM presence (FB, T or LI) on the Internet? 85% of American consumers expect those company's to interact with them. And, get this, 81% of American consumers go on line for advice from experts, opinions from other consumers (They take opinions from strangers more than their Uncle Charlie these days.) and service information! It is clear that these numbers are going to grow.

That brings me to the question... Are you the expert jeweler that the consumer can speak to on the Internet (up there in the clouds?) Do you have the consumers ear when it comes to what jewelry they should or shouldn't buy? Do they tell their friends to contact and buy from you (in those clouds), their personal expert that provides them valuable information? Unfortunately, I think not!

As far as jewelry purchases, I know that Blue Nile is considered the expert in many consumers minds because they sold $330M of jewelry in 2010 (up 10% from 2009) all virtually! Don't you think some of those sales should have been yours? It seems to me that Blue Nile figured out where and how to grow their business. And they have done a bang up job!

I've got to say that these facts really upset me. The jewelry industry as a whole have little to no presence where the consumer is looking. Too many retailers (and wholesalers) are standing in their brick and mortars (or offices) wondering what happened to the good old days..

My friends in the jewelry industry are the experts and need to act like it where their audience will find them and listen! I am not suggesting that jewelry won't sell out of the retail store cases but, I am saying that the entire industry must help each other add new roads to business up in the clouds if they plan to continue being the expert!

It's good to have another set of eyes look at your business.

2011-07-19T20:58:00.000-07:00

Michael LeJeune has been my business coach for a year now. We have met once a week for the past year. He keeps me focused on my priorities and not on the little stuff. He shares my vision and adds to it!
I recommend you read this article if you sometimes feel off balance. Michael has a clue about how to find your footing between good old fashioned business and the Age of Technology.

Michael LeJeune
Chief Strategist and Master Coach

http://michaellejeune.wordpress.com/2011/07/19/how-to-get-10-times-the-impact-out-of-every-marketing-dollar-you-spend/

"Michael-
If you don't mind, I'd like to share your article with my industry. They will uncover several "pearls of wisdom" directly relating business with today's technology and Social Media. These strategies have kept me on track. Thank you!" Deborah

How I Begin Follow Up with Focus

2011-06-19T14:55:00.000-07:00

For me (and for most of us) following up is one of the most difficult elements to growing business. If you ended up having a successful JCK like we did, you probably have oodles of leads and possibilities. How you systematically dissect and deal with these prospects can make or break your growth.
Writing about it now is one of the ways I am using to make sure I DO my follow up properly and effectively! So, if I break down what “follow up” consists of perhaps it will make more sense and be more doable in my own mind.

#1- Organize and categorize the pile of cards/leads into groups that make sense. Because my product is usable for most aspects of business, I'm lucky enough to get to include both wholesale and retail as potential clients.

#2- I then start by researching that lead and their company over the Internet. Beginning with their website (if they have one)and anything else that might give me more detailed information about that particular company and their business direction. The more I know about a lead before the call, the more valuable our conversation can become. That potential client then knows that I am a person who does my homework and calls with solutions.

Taking the time to analyze my findings (rather than picking up the phone blindly) goes a long way. If I can figure out how V-By technology could benefit them, then our relationship starts on a strong foot and has a better chance of success if not today, than tomorrow.

Following up on your JCK leads...

2011-06-19T12:50:00.001-07:00

The biggest challenge after an event like the JCK trade show is "follow up." Following up on leads is high on the list for any business trying to grow. And now 2 weeks after the show I am indeed in the middle of “follow up” hell!
I left the show with many active leads. A great deal of those leads were retailers and the rest were wholesalers. We were very smart to hire someone to input each lead into our data base. (If I hadn’t hired someone, we would still be inputting today.)
Each morning I know that my number one job is to speak to those people who left cards at the booth and to figure out how V-By technology could enhance their particular business. This initial conversation could take several phone calls just to set up. No wonder the follow up process is such a challenging step!
I have V-By clients who tell me they are in similar situations. After each show, they gather a pile of business cards from new and potential customers. One client tells me that usually those stacks of cards are still sitting on their living room floor, days, months and even years later! Imagine how strong their business would be if they truly followed up on each lead?
In the next post I will begin breaking down my own “follow up” process. If you have suggestions or recommendations, please tell me!

V-By Thanks You JCK2011!

2011-06-11T14:08:00.001-07:00

Our V-By “coming out” party in the lobby at JCK2011 was more successful than I could have ever dreamed about…

The shows over now and I’m still overwhelmed by the great response. The jewelry industry is genuinely interested and ready to learn how best to use technology for their businesses! We are pleased to be of service to them!

Our business coach, Michael LeJeune ,(Chief Strategist and Master Coach Mobile: 636-577-5005 Skype: getSolutions4Success) warned Tim and I about the pitfalls we might face while growing our business. Follow up for instance. This is where the difference between success and failure becomes evident. My job is to continue reaching out to all of those interested parties with relevant answers and information.

Having just ended our 21 year career on the road, will allow us now to increase our focus on clients, their individual needs, excellent customer service and unparalleled cutting edge innovations. After all, our expertise is why they've partnered with us!

When is it Time to Quit?

2011-05-10T21:30:00.001-07:00

I met with a customer this past week whose store was burglarized twice in the past 6 months. He had me sit and watch the actual event over his video. Early one morning, in less than 2 minutes, 4 guys broke through 2 inch glass doors and a metal gate to accomplish a 1.2 million dollar heist!

Watching these men do their meticulous work really pissed me off! I suppose a violation like this feels similar to a rape. My customer, who is normally an upbeat cocky guy, appeared unusually worn down and slow. Events like this really deflates the already tired storeowner because long hours no longer equate to large profits.

Caring about my customers, their work and their successes is what motivates and drives V-By’s existence. I want to create a safe, effective new alternative way to conduct better business. Tim and I both know what we have to do to accomplish it and now with the JCK speaking engagement in front of us we are staring it right in the face!

Going Home After 21 Years!

2011-05-10T21:29:00.001-07:00

Yesterday I said goodbye for the last time. It’s both strange and obvious at the same time, that my customers and friends are each facing the end of a chapter in their own lives as well. Their regular time hanging with me every 6 months is over. I am no longer the road warrior selling door to door like Willy Lohman in “Death of a Salesman.”

My sister asked if I have any regrets about changing our family's path? That question was looming in my mind throughout this past 9 week trek... I will miss people, places, restaurants, yoga classes and farmers markets for sure. But I have no regrets at all because every stop was only a strong reminder of why we need to move on. It was a wonderful message to receive while driving home for the last time ready to face so many new challenges.

My family is riding on the same magic carpet as I am! They each have a list of tasks they want to do when we get home; i.e. getting a dog, painting and rearranging furniture, working on airplanes, regular yoga and exercise regimen, visiting friends, stretching out in our own rooms, starting a garden, beginning school just to name a few! My crystal ball says we will accomplish all of these things along with growing V-By into the viable necessary business it is!

New Mexico: The Land of Enchantment and Lousy Roads!

2011-05-01T16:57:00.001-07:00

Traveling south on I-25 out of Colorado Tim can identify the New Mexico border easily by its potholes. We always hope there won’t be an immediate need for an alignment job! The poor RV gets a true work out through out the state.

Our main stops in New Mexico are Santa Fe and Albuquerque. This particular trip had an added value…70 mile an hour winds! Rarely do we sit parked and have the need to close up the slide outs… But this time there were 2 nights the rig was shaking, flapping and rocking so much that we had to hang on to each other all night! Nearing the end of this sojourn, what else should I expect?

Besides the times I spend here with both my customers and friends (Some of whom are pictured here!), I love my yoga studio! Tim is always good about my taking my daily practice along with my appointments. This yoga studio (The Yoga Source, Santa Fe) along with several others through out my territory keep me more sane in the RV.

Being a true believer that exercise of any sort is better than none, I have always made it an essential part of my life. Like getting off the road to do our business completely over V-By … I put my money where my mouth is and exercise where ever I can. When there is no studio nearby sometimes my practice consists of throwing my mat out the door beside the RV, on gravel, a cement slab or on a grass spot if I’m lucky!

I feel our travels coming to an end with only 10 days left. My 21 years are ready to be history. I know this because there are no regrets hanging out in my brain!

NOT EVERYONE WANTS TO BUY WHAT I SELL

2011-04-27T18:13:00.000-07:00

To move through our territory we have to visit RV parks in states that just don’t buy fashion jewelry, the kind of product I happen to sell. Sad!

While in these places I always make the best of it. This being my last trip was no exception. I met with several customers, past and present to take tally of how their business has been over the past year. We chatted about their need to reach new customers and need to upgrade their use of technology.

It seems that Utah’s economic issues showed up a bit later than elsewhere in my territory. I also believe that they have an edge on most of the country because bridle is their mainstay. After all, couples are always getting married. Especially in Utah.

While there, I spent time doing V-By demonstrations (if the wireless card worked!)

The last city we visited, SLC is one of those kind of areas. Bridal is what sustains this state. I have been lucky to do some business there all these years.

Colorado through my eyes

2011-04-22T20:26:00.001-07:00

The beautiful gargantuan rock formations throughout the Rocky Mountains always leave me in awe. The I-70 corridor from Grand Junction through to Denver, the majestic pass from Denver into Estes Park and the drive south on the I-25 with the front range keeping us company all the way to The Garden of the Gods makes for an appropriate period on the end monumental list. My eyes continually sweep those confectionary spotted mountain tops making me wish I could take a lick.

The water features deserve their own mention. Glenwood Springs is a favorite for Hannah and I. Every time we pass through town on our way to Aspen, we have to stop and take a dip. Our visits have been both on warm spring evenings as well as during serious snowstorms. Either way we get our suits on, jump in and take in the amazing surroundings.

Then there are the wonderful rivers, the Colorado, the Arkansas and the Eagle. We have spent time driving or parking along side each one. I must say that my favorite one is the Arkansas River while it meanders through Salida. We have a special spot where the RV sits parallel to an active part of the river, when the weather is warm and people are fly fishing, birds are swooping and the air is filled with seasonal bugs traversing the water. Driving during this last trip, all three of us are realizing how much a part of this elegant mountainous country we have become over the past 10+ years.

The outdoors always beckons me especially in the colorful state of Colorado. I try to convince Hannah and Tim to walk the mountain paths with me whenever I can. If convincing them becomes futile, I make sure I get my share of out door physical activity. The fresh air and natural beauty just call to me in snow or sunshine (but not rain!)

Driving through Colorado always stills my thoughts and reminds me of things greater than my self. Because we tend to spend more time outside than in several of the other states we visit, Colorado gives me a healthier perspective on the world.

Floods, Hail, Rain & Snow...What else?

2011-04-20T20:43:00.001-07:00

In northern California we love to set up the RV right next to the Sacramento River. It is a beautiful view and often allows me to practice my yoga on the grass while listening to the water flowing by and seeing the birds swooping down to feed.
Not so on this trip! This time the interstate going north into Oregon was closed to anyone without chains so we were locked in the RV for 3+ days as those consecutive Pacific storms tumbled over us. It was so bad that our 11 year old daughter, who usually sleeps like a dead one, couldn’t sleep at all! Of course that means we all had cabin fever and were sleep deprived. Later when my customers mentioned the strong winds, I remembered the direct experience of the “rock’n and a roll’n” all night long!
One of those nights the river rose by almost 30 feet! The dam upstream was being released due to overflow and it had me checking the levels all night long. When the sun came up, the river had risen so far as to cover the trees and picnic tables way too close for comfort. And we still couldn’t leave the park!
OK…is this a joke? It’s our last trip and as challenging as it’s ever been. Getting into Oregon to see my customers/friends is looking impossible! In fact, Tim said “maybe we should just skip Oregon.” No way! I have to complete this sojourn in it’s entirety. Then voila! The sky turned blue and north we headed into Oregon, the land of green like nowhere else!

Customers and Friends…

2011-04-09T19:34:00.001-07:00

These ladies are my friends. Twice a year, we share our life's challenges and the strategies we use to get through them. They represent the voices of my customers who are used to my walking in their doors.

We must all face changes in order to survive. I know that supporting each other through these changes will only strengthen each of our resolve to thrive. They don’t like the idea of doing business using technology, however, they have agreed to make an effort with V-By for me. I will miss their bright faces, our honest conversations and delicious lunches. I thank them!

SURVEY RESPONSES ARE STILL COMING IN!

2011-04-07T18:19:00.001-07:00

We have been pleased by the large number of people responding to our survey. Because the more responses from our industry that we receive before May, the better the information will be for the audience at JCK2011. http://jcklv11.mapyourshow.com/3_0/sessions/sessiondetails.cfm?ScheduledSessionID=1044

As a member of our industry, you’re also invited to fill it out or forward it to your friends and colleagues. This applies whether or not you are attending the JCK. You can learn what the final results indicate here on my blog after the show.

http://http//survey.constantcontact.com/survey/a07e3koz9jjglg6ywol/start

WANT A COLD SHOWER? NOT ME!

2011-04-07T18:16:00.000-07:00

Traveling in an RV can be a mixed bag. Tim does care for our rig like a second child. But, just like technology, glitches can occur with a 40foot RV. Cold water is something we have to face from time to time. Unfortunately, 98% of the time I'm the first one to jump-in in the morning...Oy! Weak cell sites are nothing I can blame on the RV (or Tim!) Roaming the territory with a wireless card is just another challenge we face on a day by day basis. When you're growing your technological business, poor cell site (and telephones for that matter) are unacceptable! Having a cold shower because the heater isn't working may not bother the person on the other end of the computer, but it starts my day wrong. Poor cell site capability is bad for us both! Just more reminders that it's time to get off this road!

Change is here...

2011-03-26T18:33:00.000-07:00

"I am still in denial..... It is impossible to believe you will not be in our store again soon. That being said, you are absolutely right about all the reasons it makes sense to give up the old ways of doing business and take advantage of the all that is new and bright. Your dedication to your vision has truly taken you and your family to a better life style and a new and rewarding way to selling jewelry. As you know, I have been firmly and faithfully clinging to the "have to touch it and feel it to know it's value" group. Now is the time to learn new things. Thanks for continuing to tell me your story. I think I GET IT!" I love you too Barbara! And will be happy to hold your hand into a whole new way of serving your clients, old and new!

Saying Bon Voyage to clients on the road is a mixed ball of wax!

2011-03-19T11:24:00.001-07:00

“Hello Goodbye, I don’t know why you say hello, I say Goodbye!” It’s hard to believe it is now time to say goodbye to the friends/customers I have visited 40 times over the last 20 years.

The pictures you see in this blog series are some of my more open minded and progressive retailers. As I meet with each one in their store for the last time, they express their own particular issues with the way their business has shifted. They are trying to figure out how to best maneuver this new terrain by altering their work hours, changing sales staff, bringing in new product and using new technology! I applaud these retailers because they are looking for new answers to thrive in today's market place.

On the one hand, some retailers are still stuck in how it used to be. They insist on staying with what they know. When I hear them say “I will never use technology!” I sadly think why would anyone be so sure of anything these days? Denial might be the only way they can get through each day…And for them…it may be that one of their options should be retirement.

Happily I will continue working with those customers that want to grow. I have assured them that the time I have spent learning new methods will become as valuable to them as the jewelry I used to sell them. It will be exciting to introduce them to new income flow, marketing options and educational programs for their customers.

As long as the roads are clear, we will head north this week for the last time as independent road reps. Hello, Goodbye!

The Last Trip for this Road Warrior

2011-03-05T11:24:00.001-08:00

Driving around our territory as a family in an RV is no longer profitable or safe. After 20 years I am calling it quits on the archaic style we rep jewelry to the retail store! This last sojourn has been a long time coming!

Over the past 4 years my retailers have heard me speak about the end of my repping career drawing near. They have watched me search for a new way to work and many of them have been my beta testers along the way. I am grateful to them. Still it will be a shock for all of us to say goodbye from the door of my home on wheels.

Letting go of old habits is never easy…This major shift in my career brings up a combination of excitement and fear all rolled into one. After all, I’m no spring chicken! We have been carving my new path of choice, V-By technology, with a machete for the past 3 years. It was created from necessity and has never existed before. I believe that using technology is the only way we as an industry will survive. V-By is my answer and I’m sticking to it!

Anyone reading this knows that we are dedicated to the survival of the jewelry industry and we are available to assist you in your technological transition. It is not difficult. It is a commitment to a new business model that each one of us has to make in order to succeed. I welcome you aboard this road to the future. It is where it’s at!

Was the Magic Show2011 magic for all?

2011-02-21T15:37:00.000-08:00

Unfortunately the Magic Show in Las Vegas did not bring the crowds of years past. While walking the show I listened to comments of disgruntled vendors and few buyers.

Why would fine jewelry sales rise at the Tucson Gem Show2011 while accessory sales sank? Maybe the news about clothing costs going up due to cotton prices had something to do with it? Perhaps it's the timing of the show or maybe this market just is not bouncing back at the same pace as jewelry. Whatever the reason, vendors still have to pay for all of their expenses and these days even Las Vegas isn't a deal!

Tucson Gem Show 2011 here we come!

2011-01-30T20:27:00.000-08:00

The Tucson Gem Show is here once again and the business climate feels better than the previous 2 years. I have spoken to both wholesalers and retailers and they seem to be taking some large deep breaths after an oxygen drought. Those exhales have given me a great deal of relief as well because this is my industry and moreover, made up of my friends.
V-By will be hosted by Bill and Cynthia Herer, Rare Earth Mining at the AGTA, booth 222. We will be supporting their business by demonstrating V-By technology to their clients. That way, Bill and Cynthia will have more clients aware of a new way to purchase Rare Earth Mining’s one-of-a-kind pieces.

Tim will be hosting these events over the Internet from Las Vegas while Bill's client and I attend via my laptop. Any other wholesalers or retailers who request a demonstration will experience how the use of computers can be effective for sales, marketing and training purposes.
It will be a pleasure to see business being written between buyers and sellers! This refreshing shift seems to be accompanied by a more open minded industry. I am glad that we have begun to make the transformation offered by the 21st century; The Information Age.

Technology and The Jewelry Industry

2011-01-21T08:43:00.000-08:00

When asked why our industry is struggling today, the pat answer might be "either the economy or the price of metals." When you look just below the surface, there are many deep seeded reasons that cannot be denied. Only by facing this question i.e. Why is our industry is struggling and analyzing the answer honestly will we be able to develop new directions and methodologies for survival.
Three years ago I wrote an article in the JCK http://www.jckonline.com/article/279803-An_Endangered_Species_The_Independent_Sales_Rep.php What I asked at that time was still hypothetical. It was MY call to action. Today the entire business world has been shaken as never before. It is no longer fiction but hard core fact that the. As my business coach, Michael Lejeune says " We have to figure out how to change or DIE." http://michaellejeune.wordpress.com/
There are positive attributes to being one of the world's oldest industries; respect, quality and good values are just a few. I'm sorry to say that our industry's ability to change with the times is not one of them! As far as our industry is concerned, the change that technology offers all of us sharing the WWW might as well be as an alien to your local, long time jewelry store.
When looking at how other industries are coping with similar issues, I am heartened to see that they have begun to adapt. The mortgage banking industry is making all aspects of its processes available in person, over the phone and now used technology. In order to stay competitive, they see the need to be available in every way possible in order to grow and best serve their clients. Entertainment has also stepped up their methodologies. For example, to be more cost effective they audition potential actors using video conferencing technology. They accept headshots on the WWW and not on paper. Both of these industries have answered the question: Figure out how to change or die.
When I reviewed the article I wrote 3 years ago I see that several of my ideas would not have worked given conditions of today. This is true especially in my assessment of technology. At that time I was under the mantra of the jewelry business "Technology will never work in our business. You have to touch it in order to buy it." Given the multi business success story of Blue Nile (Blue Nile did $302.1M sales in 2009) I would say we were wrong.
What are the problems we face today? For the designers it is less access to the retailers. For the retailers it is less and less access to their customers. The operative word here is access. Traditional methods to reach customers are presenting new problems today: cost effectiveness, logistics, security and foot traffic to name a few. Access refers to the entrance , approach and opportunity to meet someone. As always, to conduct business one needs access between designers/manufacturers/retailers and ultimately the consumer. How you gain that access is directly linked to using new marketing strategy. Marketing is defined as the selling of products or services: the business activity of presenting products or services in such a way as to make them desirable.
So, how do you improve your marketing strategy? Brian Halligan, CEO of Hub spot and MIT graduate talks about just that in his webinar. He wrote: "To be successful and grow your business and revenues, you must match the way you market your products with the way your prospects learn about and shop for your products." http://www.hubspot.com/view-webinar-how-to-grow-your-business-online
I believe our industry knows that we have to begin using technology, but they just don't seem to do it. Where's the hold up? Perhaps it is the fear of the unknown. We don't have time to allow these fears to run the show. Perhaps we've always done it the way our Dad's did it i.e. If he handed out pens with the store name on it, so will I. If my Dad were still around I know he'd tell me to forget about the pens and learn how to use these new sales and marketing strategies to make my business thrive.
Personally, I have found that using technology to create new strategies for business is an exciting venture. If practiced consistently, it levels the playing field for the smaller guy. Technology is like an equal opportunity employer. It allows anyone with a computer the possibility to reach out in new ways. Your audience can expand from your town alone to include the entire global world market if you like! And, though that does sound like an overwhelming undertaking, if done the way PT Barnum says, one brick at a time, it is very attainable.

New information @ How We Learn Best

2011-01-09T09:13:00.000-08:00

What kind of learner are you? Do you know what kind of learner your customer is? Visual, Auditory or Kinetic? New information that will make you stop and think about how best to sell to the customer of today.
http://ezinearticles.com/?Different-Learning-Styles---Visual,-Auditory,-and-Kinetic---Explained&id=4920089

http://www.selfgrowth.com/gwlesson3.htm
Facinating to know and examine how best to succeed in the 21st century.
V-By uses visual and audio... This is another reason why V-By technology was created. Join us at one of our free events this month and "see" how V-By can work for you!
To register for January 13th, 10am PST, click this link:
https://v-by.webex.com/v-by/j.php?ED=162823592&RG=1&UID=1193516797&RT=MiM0
To register for January 19th, 11am PST, click this link:
https://v-by.webex.com/v-by/j.php?ED=162823097&RG=1&UID=1193515892&RT=MiM0
To register for January 25th, 1pm PST, click this link:
https://v-by.webex.com/v-by/j.php?ED=162823752&RG=1&UID=1193517172&RT=MiM0

Standing on your Head in 2011

2011-01-01T20:18:00.000-08:00

If standing on your head without using your hands doesn't stimulate you, what does? What is your next feat going to be? Are you ready to tackle it? I am. Aside from standing on my head without using my hands (Click this link to watch video; http://www.youtube.com/watch?v=Vz0y2xXE8Sk )in 2011 I'd like to motivate the jewelry industry to adopt and use V-By technology to enhance their business.
Our customers, wholesale or retail, want access and convenience in every way possible... Today the computer is a major player in that equation. We live in a Web-based world, and the internet is not only the fastest growing delivery channel for information, it's the channel consumers often turn to first. Think about it, don't we depend on our computers all the time? We, therefore, have to show them that we are flexible and sophisticated enough to serve them in any venue. Every industry has to interpret how to best use technology effectively within their own field.
There's no longer a choice- is there? How up to date we are sheds light on who we are on a business level, personally, and socially. I am totally driven by the fact that all customers expect an outstanding experience while doing business.
My commitment to these ends will be to continue standing on my head until I can lift my hands as well as furthering my education in Web2.0. Because of my 30 years in our industry, I see my challenge is to filter technology into bite size pieces for easy consumption. That will allow you to seamlessly continue your passion for designing, manufacturing, selling or purchasing jewelry. Our customers are counting on it!

CAN WE EVER GET ENOUGH DONE?

2010-12-22T12:56:00.000-08:00

It's challenging to keep up with all that life brings. I find myself worried that I'm never doing enough. It's probably because of my "A" type personality. I wonder if you are a different type personality do you share the same issues?
What do I do to keep both the challenge and worry in check? Either I go to a private place and have a conversation with myself or I contact one of the most supportive people in my life and have them remind me of who I am and of my history of accomplishments. This usually settles my angst and gives me the boost I need to face the day. Then I make sure my "to do" list is current. Remembering to breathe deeply throughout this process, I plunge into my work.
I usually start with the most challenging part of my list. I know others who like to get the easy stuff out of the way first. Whatever works for you! These days I am newly attempting to better schedule my time. I think we are all overwhelmed with what life presents us today, so even following a vague schedule can be effective.
Once the clock reaches middle afternoon and I can review what I've actually accomplished from my to do list, I feel the day has been a success. I reward myself with a treat to eat, a visit with a friend or a yoga class.
Can we ever get enough done? Probably not. But we can make a success of using our time and in that way feel accomplished!

Retail is entirely different today than 20 years ago!

2010-11-14T16:44:00.000-08:00

What used to be a steady flow of regular and new customers walking into retail stores has (in some cases) become a trickle at best. Why? The B2C (Business to Consumer) webinars I regularly attend and my 20 year stint of walking into these stores shed some light on this subject.
Realizing that I am a wholesale jewelry rep selling new product to retail stores, I do have a front row seat to "life in the store" during my appointment. My visit can last all day. During this time I see the numbers of customers walking in, I note their ages and their requests, and know if a purchase was made. In addition, I am also privy to the owner and sales staff's satisfactions and their discontents as to their business.
When a store has been open for 10+ years often their steady customer base is 50+ years. Many of these customers have already purchased their significant life jewelry and are now either working on redesigns or repairs for that jewelry. The point is, they are not looking in the cases to buy new jewelry. They are more interested in who will inherit their collections.
So, where is the 40 and under audience? They don't seem to be walking into stores like their parents did. When I ask my retailers where they are, I often get a shrug... According to the webinars I attend, those consumers are buying on line instead of walking into the brick and mortar. They find it intimidating to enter a retail store and being computer savvy they seem to be much more comfortable purchasing on line.
Some retail stores are trying to counter this fact. They use all the traditional strategies ( moving product around, advertise discounts, etc.) without affecting sales sufficiently. They are still at a quandary as to what will work.
So, what do I (and my webinars) suggest to the retail stores? They must change their business practices to meet this new 21st century customer. In other words, bringing the mountain to Mohammad. How? If it's intimidating for that new customer to walk into the retail store, make the store inviting to that customer. If that customer likes online business, do on line business with them.
Here are your choices; Do you change or close your door? What will you do?

Sorry for my delay in Posting...

2010-11-11T12:48:00.000-08:00

I am sorry for the long delay in posting on my blog. It's not that I haven't had "beaucoup" to say every day, but when it's Blog time it's often been too late. We are now home from our travels around our territory and I promise to post regularly again!
Even though we keep hearing about the failing economy, my business has been steadier over the past 90 days than it was during the same time in 2009. One reason is the fact that many retailers are beginning to admit that the way they have been doing business isn't working any longer. In many cases, they are not seeing enough of their customers walking through the doors to make their ends meet. Another fact is that the majority of their customers are from the 50+ group. These customers are looking to have their jewelry repaired rather than purchasing new pieces. Some retail jewelers are not happy that they have become dependant on these repairs (and not sales) for their cash flow each month. Another newer development for these retailers is the fact that they are not visited by the 40 and younger customer. In my next posting I will write more about the strategies some of these retail customer's are looking to implement to counter these and other current issues.

The other reason I saw stronger purchasing over the past 3 months is due to my 20 years in the business. Fortunately I have gained my buyer's trust and in many cases they will act on my recommendations. For example, many retail customers are finding their high end merchandise sitting in their cases without interest from their consumers. My advice to them covers 2 issues they all have been facing. Bring in new and exciting jewelry at lower price points. This will excite that older crowd to consider adding "fun" pieces to their already extensive collections of fine jewelry. If put in a window display, this kind of jewelry will peak the interest of that younger consumer who has never considered walking into a store. The goal is to generate new customers and even if it's smaller profits, at least it is a profit!

As a dedicated sales person, I am always looking to enhance business. Today enhancing is more like a complete reconstruction! With the holiday around the corner, what does your reconstruction look like and what are you doing to enhance your bottom line?

How can the Retailer use Simple Technology to better serve their 21st Century Customer?

2010-09-17T18:10:00.001-07:00

What makes your store special? You, your knowledge and your taste in jewelry. Using today’s technology you can provide the same service to your customers over the internet no matter where they are!

Can you afford to make a television commercial? Using today’s technology (E-Marketing) every jewelry store can make a unique 21st century commercial for their entire email base and beyond!

Do you have customers who have moved away, are seasonal or just can’t make it into your brick and mortar? Using today’s technology you don’t have to loose them and they don’t have to loose you. Every jewelry store sales person can be “proactive” and keep that customer their own!

Today’s technology gives you access beyond your wildest dreams! Learn how to add simple technology to cultivate new customers, to add sales and to market your store, yourself and your staff.

Level the playing field. You can use technology to reach out to your 21st century customer! They have been waiting!

Using Advanced Technology to Sell to Retailers: How to use the internet to make “live & interactive” sales from your office

2010-08-08T10:53:00.001-07:00

Webinar Registration with JCK Las Vegas

Do you think you are conducting effective business in the age of the internet?
1) Are there areas in the country where you have no representation?
2) Are the dangers on the road inhibiting business for you and your reps?
3) Have your costs for travel gone up?
4) If there was a way you could get back 5 to 10 hours every week to grow your business or spend more time with your family would you like to know about it?
If you answered yes to any of these questions...
Using V-Bytm technology; the internet sales tool for the 21st century could be a solution for you!
Deborah E. Hecht, G.G. has been a successful independent wholesale jewelry rep for 20 years. Prior to that, she owned 4 retail jewelry stores in Hawaii and San Francisco, for which she bought, sold, traded and bartered merchandise as a daily practice. Deborah holds a BA degree as well as a teaching credential from San Francisco State University. She graduated from The Gemological Institute of America and also sold equipment for Gem Instruments.
For the last 10 years, Deborah and Timothy Rhodes (Hecht-Rhodes Inc.) have been a successful wholesale repping team known for their creative and innovative selling methods. They have traveled their very large territory in an RV while homeschooling their daughter. Recently both expenses and danger levels have increased on the road. Strong relationships, however, with their large retail customer base, inspired them to look for new solutions. This journey has brought them to the development of V-BY. It is a patent pending sales tool utilizing video conferencing technology for "live" jewelry presentations. Since 2007 they have successfully done that receiving much applause from their customers. V-By is a "green" process that is capable of enhancing business for both the wholesale and retail divisions of our industry.

https://www1.gotomeeting.com/register/532183089
-------------------------------------
By registering for this event, you agree that we may share your registration information with our sponsor who makes this free webinar possible.

V-By, JANY2010 and Robert Frost

2010-07-31T17:49:00.000-07:00

V-By went to its first JA NY show this week. I was there physically and Tim was there virtually from our office across the country. We spent the entire show going from manufacturer to designer to rep (and retailer) giving V-By demonstrations showing how technology could enhance each of their businesses. The majority of these demonstrations both enlightened and boggled most of the viewers to the bone.

At this show, I was once again reminded that our industry is completely overwhelmed, uncomfortable and even nervous working in the 21st century. It is not the kind of economy that most of us grew up in and therefore we have no road map with directions! I understand as I live in the same economic climate. However, rather than being frozen, hoping that if we keep driving down the same road things will go back to what we’re used to, why not choose a new road? This dilemma reminds me of the poem:

The Road Not Taken by Robert Frost.

Two roads diverged in a yellow wood
And sorry I could not travel both
And be one traveler, long I stood
And looked down one as far as I could
To where it bent in the undergrowth; 5

Then took the other, as just as fair
And having perhaps the better claim,
Because it was grassy and wanted wear;
Though as for that, the passing there
Had worn them really about the same, 10

And both that morning equally lay
In leaves no step had trodden black.
Oh, I kept the first for another day!
Yet knowing how way leads on to way,
I doubted if I should ever come back. 15

I shall be telling this with a sigh
Somewhere ages and ages hence:
Two roads diverged in a wood and I—
I took the one less traveled by,
And that has made all the difference. 20

I too regularly encounter uncomfortable situations these days. I still choose the road less traveled. What will you choose?

V-By, for the Consumer, Retailer or Wholesaler

2010-07-18T11:00:00.001-07:00

I created V-By to make it possible for you, using your computer, to interact with a live sales person, in real time. During an appointment, that sales person can directly answer their clients questions while showing all the details and intricacies of the product being discussed.
Think about what that means… . If you are a consumer, V-By makes it possible to buy, with input from your favorite retailer, even if you’ve moved away, are seasonal or just can’t get into that store. If you're a retail buyer, no matter what time of day or where you are, using V-By makes it easy to purchase merchandise from your sources. You can have access to anyone's product when it's convenient. You can examine the item and ask questions at that very moment with the satisfaction of getting instant feedback and expert advice.
V-By is proactive and is all about serving the needs of the consumer or the retail buyer. It is not a passive approach to a sale or stagnant like a website. It gives all parties a way to connect live with their expert at any time.
I find many industries are computer-phobic and need the consumer to guide them towards new, unique and versatile methods of doing business. V-By does just that! It keeps your business personal, accurate and current. V-By is the 21st century’s personal concierge.

Ask your favorite salesperson to use V-By today! http://www.blogger.com/www.v-by.com

AH, HA! PROOF THAT EMAILS MEAN ALMOST EVERYTHING IN BUSINESS TODAY

2010-06-27T21:17:00.001-07:00

The Web2.0 community has once again spoken. Whether you’re in the wholesale or retail jewelry business, this fabulous chart corroborates my post dated March 22nd, 2010 about your new mantra. Emails are where it’s at! They are essential if you intend to keep your customer base current and growing. Being a retailer with the mentality of the ‘70’s is no longer an option. Wake Up!

V-By IS ALL ABOUT BEING PROACTIVE!

2010-06-13T15:34:00.000-07:00

V-By was available at the JCK 2010 for their existing wholesale members to explain to retailers how this technology was the third alternative to purchasing in stores or at wholesale jewelry shows. We also provided demonstrations for other manufacturers, designers and reps who wanted to know what V-By could offer them today.

My 30 years of experience in this industry gave the V-By staff insights into the difficulties both the wholesalers and retailers are facing in the 21st century. At the JCK this year, these audiences were more open minded and excepting of V-By i.e.; this alternative method to doing business. I am excited to report that many who watched the V-By demonstrations saw new possibilities to solving their conundrums.

V-By will be co-hosting a webinar with the JCK for anyone in the wholesale jewelry industry who wants to know more about the ability of doing business this new way. We are dedicating this summer to all manufacturers and designers who have decided to “pro actively” reach out by using V-By.

V-By technology trainings will be given over 2 week intervals and if you would like to know more, please contact us.

Was the Smart Show smart for V-By?

2010-05-12T21:13:00.001-07:00

The Smart Show 2010 is over. They say it was a mixed bag. It seems that most regional retailer jewelers attended and they loved the education and informational seminars. Jewelery manufacturers and designers weren’t as smitten. They didn’t find the retailers were fully committed to purchasing and of course, that fact didn’t sit well with the many reps who traveled distances in hopes of profiting from those mid-western stores.
V-By had a different kind of reaction. We are a “start up” company with no one else competing and we had an audience where ever I was with my computer in hand. It was so enjoyable to walk up to a retailer relaxing on the cushy couches or a designer who wasn’t working behind their booth and say “Would you like to see what todays technology can allow you to do when your customers aren’t walking in your store as often?” 90% of the time the answer was “Yes!” with enthusiasm.
V-By was viewed by 60 different groups of people, consisting of companies from every facet of our industry. In these 5-10 minute demonstrations Tim would pop up on the computer (while sitting in our mobile office in Arizona), say “hello” and then proceed to show merchandise with such clarity as to "wow" that audience. It was exciting for both of us to expand our viewers reality. They learned how this new technology can add to their sales in simple and accurate ways.
V-By has been invited to present at the NYJG breakfast on May 20th. Our demonstrations / educational seminars will be at the industry tradeshows and association meetings nation wide. If you want V-By to participate at your next event for a personal presentation, please let us know.

"V-By is the only live virtual sales tool that addresses your issues of cost and danger on the road!"

2010-04-18T15:56:00.000-07:00

V-By will be at the Instore Smart Show supporting our members in their booths;

*KC Designs in booth # 2316

*Kimberly Collins Designs booth # 714

*Zina Sterling Silver booth # 2314

We will be traveling between our V-By members with a wireless laptop presenting live demonstrations.

When you see me, stop and ask me for your own quick V-By demo!

For more information go to www.v-by.com and see what your retail customers are saying about V-By.

If you would like to become a V-By member, we are offering a discount for registering at the Smart Show.

Look forward to meeting you there!

Deborah and Tim

YOUR NEW MANTRA

2010-03-22T19:08:00.001-07:00

No getting ‘round it anymore! In order to have your business flourish in the 21st century, no matter if you are a jewelry designer, manufacturer or a retailer, you must collect and learn to use email addresses. Make sure that every person in your establishment understands the importance of collecting and using email addresses to communicate and conduct their daily business.

Webinars about “Web2.0” (one of the most current and relevant ways to market B2B {Business to Business} and B2C {Business to Consumer} today) statistically show that email addresses are essential in at least 50% of every connection or sale going on!

Those of us in the wholesale end of the jewelry industry may not professionally relate to the importance of email. Probably because we’re so busy designing, manufacturing and selling in the ways of the 20th century. We think the tried and true way to work with a retail customer is to have them walk in our door, right? But those very customers are way ahead: They are already in the 21st century and are willing to use technology to conduct a large percentage of their personal business. Why don’t we step up to the plate and give them what they want? Using V-By in a jewelry sale can provide the consumer with a service they want no matter where they are.

Are you up to the challenge? It does require exercising your mind and learning new sales techniques. These challenges are exactly what our job is at V-By. We bring you the highlights of the latest ways to market your product or store. Will you step up and use the new methods? If you plan to see your business grow, you must!

Keeping it as simple as possible, (something that has not changed through the centuries: The KISS method.) Step number one- START COLLECTING THOSE EMAIL ADDRESSES! This is your new mantra.

If you have more questions for us here at V-By, let us know and we’ll do our best to answer them for you!

I've Blogged for a Year!

2010-03-18T20:34:00.000-07:00

I have just reviewed my very first post from a year ago. What I wrote explains the "road" we took to get to V-By. It's probably not a bad idea to publish it again for all of you who have interest in purchasing V-By. It indicated how Tim and I chose to handle issues that everyone in the jewelry industry knows about and faces; Costs, security and the pursuit of happiness! Luckily I was born an optimist and therefore live with the philosophy of turning lemons into lemonade. Do let me know if you want more. Cheers!

My first 9 years as an independent sales rep I traveled alone. Everyday was a lonely adventure. I had to deal with different airports, rentals cars, hotels and restaurants as well as the need to regularly find working payphones to schedule my next weeks appointments. (There were times, so as not to leave the car, when I had to hang out of the window to reach the phone.) I was single and this was the "old" way to rep.

At the start of the second 9 years in business, I got married, got a cell phone and planned to have a child. To continue to service my customers, I would have to “think outside that old box”. Then I had a dream; Buy an RV and take the show on the road. Not sure how it all happened, after all, I had never stepped foot in an RV! By the time my daughter (Berry) was here we had already purchased our first rig with my husband at the helm. Technology was now allowing me to make my phone calls while sitting in the co-pilot seat (What a luxury!) My customers enjoyed the novel repping method I used. Many insisted on visiting the rig and Berry as we passed through their town. According to my accountant, this new change in travel method was working out to cost the same as the old. (Not including last year when diesel was almost $5.00/gallon!)

Even though the outside of the RV is always changing, the inside stays constant. We keep regular school hours, dinner hours, bath time and bedtimes. Our territory became our backyard as we got more familiar with the RV owners and their parks specialties.

Today, traveling is old hat for my family. There appear, however, to be many reasons why it is time once again to “think outside that old box.” With the change in the economic climate and the rise in security issues we realize that in order to stay in business safely, we all have to examine and then reinvent what isn’t working. This is my journey doing just that.

GOT ANY BLANKS LEFT?

2010-02-25T12:21:00.001-08:00

Why I developed V-By may be quite informative to you. Reading how someone else uses V-By may be even more helpful. It can fill in some of the blanks or questions that may be keeping you from joining the era of technology = V-By.

I just received this testimonial from a new V-By member. Read it for yourself and let me know if you still have any blanks left?

“Deborah, I am very excited to report to you and Tim that I have completed my sale on V-By. I have been practicing within my office for about 3 weeks and getting very confident at working the controls and understanding the concept of V-By.
Last week my customer called me and asked if my Texas Rep would call her because she needed to fill in some Ear Charms. I suggested V-By to her and she had no idea what it was, but she was very excited to make a V-By appointment. It worked perfectly, she couldn’t get over the clarity of the Jewelry. I got orders for 3 and 4 of a kind. I must say I was thrilled with the results and the amount of the Sale. My customer was so impressed with V-BY she may put it in her store for her own customer sales.

Every Salesperson in the Country should have V-By.”

1st QUARTER 2010 ---YOUR SALES IDEAS?

2010-02-09T18:08:00.001-08:00

The Tucson gem shows are well on their way to being over and the word out there is that buying is going on. Glad to hear that our retail customers need merchandise.

At this point what is the best way to proceed? Should the fine jewelry designers, jewelry manufacturers and independent sales reps hit the road? Are the orders going to outweigh the cost and dangers?

I don't think so. So my plan over the next 30+ days is to put my money where my mouth is and use my V-By sales tool. It makes my business day consist of "smiling and dialing" to every one of my clients as well as new ones where my jewelry lines have no representation.

What are your ideas during this first quarter? Do you think V-By might be a wise and safe way for you to keep a cash flow happening ?

You and V-By

2010-01-15T16:35:00.001-08:00

Happy New Year to you!

Those of us using V-By are in a very strong position starting 2010. We are bringing exciting new methods to our customers. Something they have not seen before. They will look at you as a trend setter and want to follow.

Tim and I want you to take advantage of this strength. (That’s why we’re using V-By right?)

Beginning a New Year can be tough and you may find it even more challenging due to your V-By learning curve.

Don’t let that stop you!

Remember to “smile and dial” while mentioning V-By in every conversation you have. More awareness will create more acceptance.

V-By Updates

1) Tim and I are almost finished writing User Manuals for all V-By members.

Included;

Hardware and Software Setup
Setting Up a V-By Appointment
V-By Tips before your Appointment
V-By Tips during your Appointment
Introducing V-By to your retail buyer
Introducing V-By to other Manufacturers

2) Tim has devoted much time updating the V-By website. Please review the website and let us know if any adjustments are needed.

3) Since all of you are listed on the Participants Page of the V-By website, send us the jewelry that you want included on your 3 minute video. We will then go into production and attach it to your logo. Time is of the essence, please send your selection to us asap.

4) We are looking for the best venues to bring V-By to the wholesale jewelry industry. Any ideas or connections you have to increase V-By’s visibility would be welcome.

We wish for each one of you to have a wonderful V-By year!

D&T

Deborah e. Hecht G.G.

702-524-3883

Tim Rhodes

702-218-8054

http://www.v-by.com/

PRESS RELEASE FOR FREE V-BY WEBINAR 12/09/09 11am PST

2009-12-05T14:21:00.000-08:00

FOR IMMEDIATE RELEASE
For more information contact:
Deborah e. Hecht, G.G.
702-524-3883
Deborah@v-by.com

V-By Offers Cutting Edge Sales Tool to Wholesale Jewelry Industry

Technology has arrived and is here to stay. The jewelry industry has been slow to embrace this new concept. V-By is a unique sales tool using technology for live virtual interactive jewelry presentations. It has been storming the industry as manufacturers, designers, sales reps and retail buyers realize the potential profits that it brings. Unveiled at the JCK 2009, V-By is offering a one time free online webinar to the wholesale jewelry industry. “The response to V-By has been overwhelming,” says Tim Rhodes, Chief Information Technology Officer. “The webinar is designed to show real life applications and how our industry can use the V-By video conferencing technology to do business in every part of the world. Participants will be able to see, feel and taste how this technology works in real time.”

This one time free wholesale V-By webinar will be held on Wednesday, December 9th at 11am, PST . Interested parties can register at: https://v-byevents.webex.com/v-byevents/onstage/g.php?d=667619428&t=a. Pre-registration is necessary in order to attend. “We are really excited to offer this event to the industry” voiced Deborah e. Hecht, a veteran sales rep and one of the creators of V-By.
“V-By is without a doubt the best way to show jewelry. Our online video program allows both wholesalers and retailer to show their wares without the cost or risk of traveling. It has multiple platforms for use across the industry, so it’s good for everyone. Let’s face it, the rules of doing business in the jewelry industry in the 21st century have changed and V-By addresses this. Participants are going to be blown away by how beautifully the jewelry shows with this virtual tool!”

Deborah e. Hecht, G.G. and Tim Rhodes, a dedicated long time independent jewelry rep team, created the V-By sales tool two years ago. It was made to keep the personal sales connection in place while diminishing the dangers and expenses found on the road. The product has already been featured in JCK as well as Instore Magazine. Without a doubt V-By is a must have tool in your toolbox for the 21st century.

V- By
Deborah E. Hecht, G.G
Timothy T. Rhodes
http://www.v-by.com/http://
www.jewelersfastforward.blogspot.com/

4 CUSTOMERS- 4 CITIES- 3 STATES- ALL CONFIRMED V-BY SALES. CAN YOU DO THAT IN ONE DAY?

2009-11-16T22:02:00.001-08:00

Anyone in the wholesale jewelry business needs to know about V-By's capability. This was one of the biggest reasons we created V-By i.e. while in Grand Junction, CO we held V-By appointments in Belleview, WA, Ventura and Visalia, CA, and Denver, CO. Each of these customers was given the same service as if I was sitting across the table from them. The beauty was, I never left my mobile office. Yay! This peace of mind alone makes V-By worthwhile!

Tim wants me to make sure to say that V-By is not a gimmick or just a fast way to make a sale. It can take as much time as a regular jewelry sales appointment if you don’t plan it in advance. That's why I highly recommend that you have your retail customers send you a list of sold and in stock merchandise before their scheduled V-By appointment. It’s good for two reasons. First it makes the customer participate and understand that it will be a true appointment and second, you can be more prepared and therefore be able to streamline the time the appointment takes. When you explain this to your customer they will have a strong incentive to do their part.

Just another reminder of why looking beyond the box (V-By) for new ways to do business is so essential!

Want to learn about V-By the Tool? Attend our Free V-By Webinar

2009-10-24T17:16:00.000-07:00

OK, so for my daughter it's all about Halloween and candy. Tim and I see it differently...it's all about going home at the end of a difficult year. Phew!

We certainly won't have time to kick back for long and I for one am glad. We have much to do. Deadlines to make all the way into 2010. I have decided that we are going to put on a free V-By Webinar for all of the wholesale jewelry industry on Wednesday, Dec. 9th at 11am PST. This program will be designed to highlight the multiple uses of V-By the tool for the jewelry manufacturer and designer with or without reps and for the jewelry reps themselves. If you want to attend, please make sure you are on our email list. If there is someone in (or out of) the jewelry industry whom you think would gain by using V-By the tool, please let them know and send us their email as well. Tim and I are dedicated to make V-By the tool an alternative sales option for the entire jewelry industry.

We will be holding a V-By Webinar exclusively for the retailer jewelry stores and their sales teams in January. A date will be announced later.

HERE COMES 2010...I'M EXCITED, ARE YOU?

2009-10-03T20:16:00.000-07:00

My phone calls this season have been difficult for new reasons. Instead of worrying about my customers spending their dollars with any other designer, I am concerned about their doors staying open. Less than 25% of my calls find my customers moving fairly smoothly through their season. Many more of my favorite customers are facing the possibility of consolidating by closing secondary stores. They are also upset over their weak monthly numbers and are confused as to what to do in order to turn things around. Before each call, I never know what I'm going to hear and consequently I am more apprehensive.

Surprisingly for me personally, this season has been exciting. V-By and what it has to offer has stirred almost every person I have spoken with. Even those customers who are facing stressful times see that V-By offers them an innovative way to bring in an additional income. Having both the major jewelry trade magazines, JCK and Instore, writing about V-By in their August issues has definitely added to the "hum". If my cash flow could handle it, I would sell V-By exclusively. It really turns me on to see peoples' eyes light up, after a demonstration, with their ideas of how V-By could enhance their own cash flow.

V-By has sparked interest in many “facets” of the jewelry industry including retail store owners, manufacturers, reps and designers. They see its potential and in several cases have purchased it and are in the process of learning its use. One day I know that the trade magazines will write about these forward thinking business people and their V-By successes. The fact that I have created a new method for people to use to be able to add to their dollars makes my work very satisfying.

This new established process, V-By, enables customers to increase those currently weak monthly numbers.

This is exhilarating! The V-By patent has been deliberately written to benefit the sales of any merchandise, not just jewelry. The future looks bright and I can already see the success that V-By promotes.

V-By, a new invention, is recognized by the Jewelry Industry

2009-08-30T16:50:00.001-07:00

V-By the tool, has begun to have a life of its own. This month it got written up in two of the prominent jewelry trade magazines for our industry.

Augusts edition of The JCK and Instore Magazine both recognized V-By as a viable sales tool for jewelry designer, rep and retailer. They acknowledged that the way V-By uses technology makes it’s superior quality something special and useful for every facet of the jewelry industry. The credibility given by these magazines validates the work and effort that we have put into it for the past 2 years.

V-By has begun to sell to each facet of our industry. The interest it promotes inspires people to see beyond their old methods. The first wave of V-By customers are the industry leaders from the sense of breaking tradition and using technology to learn new ways to do business. In return, these customers inspire me to educate them to make V-By as effective and successful as possible. Isn’t that what education is all about?

Are you going to lose jewelry sales this season?

2009-08-03T22:01:00.001-07:00

It’s time. The shot was heard. The jewelry industry season has officially begun. Holiday sales are on everyone’s minds whether you’re wholesale or retail. Now is the time to make those calls and those sales.

What if you go through a territory and they tell you they will buy in another 45 days? What are you going to do? Spend the time and money to go back later?

Not me, I will go back via V-BY. I won’t have to spend the money to do it again. And, did I mention the diminished safety issue? I worry more about that than ever. Using V-BY I am determined to keep every sale this season. How about you?

New Technology for the Jewelry Industry

2009-08-01T14:05:00.001-07:00

I’ve been reviewing the technological methods the jewelry industry has been developing to enhance safer and more cost effective sales for business to business (B2B) transactions. There seems to be a drive for more creative jewelry websites that handle cleaner, in-depth imagery along with point and click ordering systems. This type of software is a welcome addition to the many poorly designed websites out there. Jewelry store buyers have gotten real good at determining which websites (and therefore jewelry designers) are worth their effort. The thing that’s missing in many of these kind of software methods is that personal contact and connection between buyer and seller. That connection makes for a more effective order. This is the exact reason why we created V-By for our industry. Along with cost and safety, V-By answers the personal connection dilemma.

These other creative new programs can allow a traveling jewelry salesperson with laptop in hand to generate a more comprehensive order. The fact that the salesperson is present and doesn’t have to travel with as much valuable inventory (because the computer images are so detailed) are definitely two positives. Any time there is less risk of jewelry loss for both the salesperson and jewelry manufacturer; We are happy! But that salesperson still has to fill the gas tank, turn the key and drive to the store; Not so happy…

The other way I see these new jewelry website sales generated are over the internet by the buyer themselves. This is the type of sale that is alright for a fill in order but by no means makes for any kind of significant sale. The main reason being that the salespersons is no where in the equation. I think we all can agree that the salesperson always generates the best sale in the end.

YOU KNOW WHAT MAKES ME CRAZY?

2009-07-16T20:29:00.000-07:00

It's making me crazy! So much negativity floating around the jewelry industry blogs. Ranting and raving about how things aren't working. It has had me captivated for a month! Look at the date of my last post! Where do you think that leads to besides no posts?
I don't want any part of it. I want to be the duck with the water rolling off my back. I want to be the one looking for answers and finding them. What about you?
You have to be careful with technology. I have found that there is a balance you must keep in order not to let it rule your life. Just like the scale in the bathroom. Do you really need to weigh in every day?
I admit, it is important to be informed. But do I really have to see what is being said everyday. I do not. Getting pulled into the daily unproductive drama just doesn't work for my future plans. Those ranters must have nothing better to do...sad.
There was a time in my life when I was proud because I took the high road. I need to remember that mantra now. For my future, yes. But mostly for my sanity!
Are you drawn to the drama? Do you like it? Does it help?

The Birth of V-BY

2009-06-28T20:49:00.000-07:00

Have you ever thought of a great idea but never put it into effect? Have you ever seen that great idea put into effect by someone else and said "I thought of it first, it should have been me!" Don't you just hate when that happens? Taking my own advice, I decided not to let that happen this time when I invented "V-BY"tm ("Virtual BY Deborah", "Virtual BY Your Name".)

It has been a long and exciting 18 years that brought me here. I married, adopted a beautiful daughter, traveled regularly to visit my family and friends (and sold jewelry of course!) The jewelry industry was changing and the writing on the wall became more and more apparent as my profits slimmed, danger grew and my daughter got older. All three of us (my husband, daughter and I) love the traveling and visits along our regular route. In fact, we really don't plan to give it up. I just needed to find a safer and more successful way to do it.

Technology has always been daunting to me. I don't know how to do it. I surely couldn't figure it out. But when a friend from another industry mentioned that she wasn't traveling all over the country anymore selling her software and was still successfully selling it, my ears perked up. How could she possibly be doing it? Technology. She explained that her industry wasn't easily converted to her new "techno" methods but that over time it became the only way they could work with her and see her product. Today, some 8 years later it is common practice for her industry. OK, that was it. If she could do it, so could I! it was then that our direction took a turn for the better. As long as I could learn the technology, I too was going to convert my industry's traditional practices of buying and selling. It wasn't going to be easy, but it was clearly the only way out of the dilemma that I felt the jewelry industry was in.

Since the last quarter of 2007 we have dedicated our free time towards V-BYtm. My most understanding customers put up with all the mistakes we made as we perfected the process. It took hours of time to make the process easily understood and effective. Today I see V-BYtm being only the tip of the iceberg. Technology is clearly here to stay and grow. In my mind, I plan to be here as a beacon for the industries that need simple and successful ways to continue to conduct sales using technology. If I can do it, so can you!

My Crystal Ball

2009-06-12T11:39:00.000-07:00

I'm feeling a projection coming on...Not that I have a crystal ball or anything. It's just that I'm getting a more flexible feel from my retail stores. They have begun to purchase some of my more unusual, quality, silver jewelry; pieces that a traditional store used to never consider. This happened the last time the perceived value of gold jewelry went up and it reminded me why it is important to carry a variety of metals.

So far I am getting good responses from the stores that chose to buy my silver. These new and fresh items have excited not only the buyer, but also the sales staff and the consumer. In my opinion we are seeing sales happen even at this mid range price point.

My crystal ball (and my calendar) says that summer sales will begin over V-BY this month which will keep my costs and dangers to a minimum. I'll let you know when we expect to actually return to the road. Meanwhile, tell me what your crystal ball is saying!

Did you Do or Die at the Jewelry Trade Show?

2009-06-04T20:52:00.001-07:00

OK, the shows are over now… How did you fare? If you were a manufacturer did your sales meet or exceed your expectations? Did you open any new accounts? Did you pay your expenses? If you were a buyer, did you find what you were looking for? Did you have a budget? Did you follow that budget? Bottom line, did you get what you wanted from the 2009 Jewelry Industry Trade Shows?

It is important to note that if you did attend the show as a manufacturer, designer, rep or retailer, hats off to you! Your participation made a statement. You are here to stay no matter the economic climate. The fact that you were there with a booth or buying from one shows strength and fortitude and I commend you for it! It is exactly how you will make it through the rest of 2009

My 7 days at the shows were spent selling jewelry and launching my new V-BY process to anyone who would listen. 80% of the people I spoke to (wholesaler, designer, rep or retailer) were definitely interested in knowing more about this new way of doing business. When I spoke about V-BY and it’s positive sales track record, each person listened carefully knowing it could affect their gross sales. Whether it be V-BY or some other new method, I am looking forward to seeing who will be ready to put the energy into altering their business to meet the evolving times. Will you? What will your choice be?

It seems like the industry, with few exceptions, had a hard first half of 2009. Many are hoping that the second half will give them a break. If you’ve read my blog before, you already know my position on waiting for a break…it isn’t coming! You will have to make the year happen. this is another call for action. What is it YOU plan TO DO?

Is there balance in your life?

2009-05-20T08:12:00.001-07:00

Balance is something we all need to have. It is especially important during times of stress. 2009, economic imbalance and the largest trade show of the year in the wings are certainly examples where staying balanced can get tossed out the window. And as I review my blog and see no entry for 10 days I recognize my own tipping of the scales.

I suppose the recognition of the imbalance is the first step towards correction. At least I hope so! Today with a week to go before the shows begin, I will attempt to regain my own footing. Eating properly, sleeping enough and getting my priorities in order will be first on the agenda. It stands to reason that having my goals set clear in my mind (and on paper) will allow them to take form. Past experience reminds me that this effort to balance my life can make for a more positive outcome.

Taking stock of your own life right now is never a bad thing. Maybe difficult, but usually effective in the long run. What do you need to do to keep your balance? How are you going to enter this years shows most effectively? And if you aren’t going to the shows, what balancing issues can you resolve that will enhance both your life and your work?

LIVE SCHOOL ON THE INTERNET FOR US?

2009-05-07T14:30:00.001-07:00

I attended an awesome class today and I did it on the computer! ONLINE MARKETING WITH A HUMAN TOUCH. Given our industry’s “pet peeves”, the title alone fascinated me.
The 2 computer marketing experts giving the class were live in front of the camera. They gave easy to understand information (As long as you knew that B-C meant business-to-consumer and B-B meant business-to-business) while talking and answering questions. It was like I was sitting at the front of the class. Surreal!
The subject was truly so on point for the jewelry industry. We are so worried about losing the “human touch.” It addressed the fact that with new technology we can still touch (code word; sell)people and make that personal connection. Wouldn’t you feel relieved to know that there really are ways to successfully conduct personal sales using the internet? I was.
I think our biggest hurdle is our own individual phobias surrounding the computer. But I am here to tell you “You can do it!” All it takes is baby steps by you or whomever you decide is to be the “computer expert” in your place of business. So, whether you are in retail jewelry or wholesale jewelry be the first on your block to try it!
It is exactly why I did create V-BY (virtual-by Deborah) last year. I had to figure that eventually the computer was going to become one of our main ways to connect. Our industry sorely needs connection! Last year alone, when I had time, I wrote over $200K worth of business. 90% of those customers loved the process.
If you would like me to give you a demonstration of just the kind of technology these guys were referring to, email me, and I’d be happy to explain how it works and how it could improve your bottom line. Remember, we are in the 21st century. So why not get on board sooner than later?

JCK 2009--- Retail buyers and designers alike!

2009-05-01T16:50:00.001-07:00

“Happy May Day!” May 1st also marks our countdown to the big shows. Everyone has to get all their ducks in a line so that when show time hits we’re organized. No matter if you are a jewelry designer with or without a booth or a retail jewelry buyer you want to have a list of all you want to accomplish up to and through the jewelry shows. I’m going to start building my personal “duck” list below:

Review and contact all of my existing and potential retail customers.

Confirm if they will be attending the May shows or any other shows this year.

Keep note on how their business has been as well as how my products have done for them.

Begin a time schedule for all appointments made.

Review which customers still have outstanding balances.

Review customer credit rating changes and confirm with my designers if terms are going to to be altered.

Keep in mind that this year your list could be different from past years. #5 and #6 are each something I don’t usually worry about. But this year is different. I want to make sure that any business I write at a show, can and will be shipped. If you are a retail buyer (especially if you are not also the owner), knowing if your credit dropped would be nice… You don’t want to walk up to a booth, place an order and then be told that you have outstanding invoices or that your rating dropped and therefore your terms have altered. This would qualify as a duck out of line! Let us all avoid any embarrassments ahead of time.

Lists are everything to me. If it isn’t written on a pad or in my computer, I won’t remember to do it. So use whatever you use a start writing what could end up being a very unusual list. And then, share it with us!

LOOKING FOR A NEW JEWELRY LINE TO PUT IN YOUR STORE?

2009-04-28T08:59:00.001-07:00

photo by Sky Hall
Are you going to look for a new jewelry line at the JCK? Is it because the line you already carry in that category isn’t moving or you just want to bring in something new to spice up your jewelry mix? Are you having trouble with the manufacturer of your current colored stone jewelry line? Perhaps one of your vendors just doesn’t get the order right or takes too long to ship. Do you think it’s time to bring in a silver jewelry line for that add on sale? What questions do you want answered before choosing that new jewelry line? Please let me know.I am building a questionnaire for retailers. What do you need to know most before you are willing to purchase from a new designer or manufacturer?
Below is a list I have developed by listening to your concerns while in your store.
Please, add any question that you want to while considering the purchase of a new jewelry line.1) Where is the merchandise made?2) What is the wholesale price point of the line? 3) What is the average delivery time for a regular order?4) What is the average delivery time for Special Orders?5) What are their repair policies?6) What are their return and exchange policies?7) Are there retail references available?8) How does their sold merchandise wear over time?9) Is there a retail jewelry store in my area already carrying the line?10) What terms will I receive?

HEY RETAIL...ARE YOU LOOKING AROUND?

2009-04-21T15:44:00.000-07:00

photo by Sky Hall

I met with an innovative retail store owner the other day. This man is also making the best in this soft economy. He heard about a local competitor who was closing his doors. Knowing this competitor, he decided to speak with him directly and negotiate to take over the space. He successfully accomplished this, and in so doing, he relieved the previous owner of his rental obligation. It will be my store owner’s second space in the downtown area, and to avoid directly competing with himself, he plans to sell a different kind of jewelry product. After looking at what jewelry category was missing in that particular area he determined it was silver jewelry. Silver is known for being a favored product in a soft economy.

What are things that you have done or are thinking about doing to make your business stronger in this economy? I’d love to hear from you!

DESIGNERS WOES... photo by Sky Hall

2009-04-15T22:39:00.000-07:00

Been on the road with your jeweler designs and finding it tough to sell your own work? Do you take it personally if they don’t want to buy what they see? Maybe you aren’t a “people person.”Have you been thinking about getting an independent wholesale rep but don’t know where to find one? If you were to find one, would you worry about being responsible for them on the road? And what about that necessary extra insurance cost? It’s a vicious cycle and I can tell you…You are not alone! Today, all of you need to look for different ways to show and sell your work.I hear from jewelry designers regularly asking me to rep them or to refer them to another rep. It just isn’t that easy anymore because those reps who are still actively on the road have established clientele and lines of merchandise. While new reps without a customer base are less desirable to the established designer. Therefore these new reps cannot afford to roll profitably with a non-established line. So, what is a designer to do? I have an idea! For those of you who see the need to, once again, step out of that old, comfortable box, there is a way to keep the reps you have safer. It also offers a way for you to sell your designs with an in house rep that won’t travel. It’s called V-BY. It’s both innovative, savvy and has a successful sales track record.

IT'S INEXORABLE!

2009-04-05T21:19:00.000-07:00

The week is about to start and there is no turning back. Monday will come no matter how hard we wish for it not to. It's all going to happen, we just have to decide in what way? So, putting our best foot (the right one) forward, whether it’s on the phone, in the car or in front of the next customer doesn’t matter. Is your glass half full or half empty?
That old expression “smiling and dialing” comes to mind. Instead of worrying and freezing in your tracks you just have to keep going. Somehow things will start to work!

RETAILERS HAVE TO STAY IN THE GAME

2009-03-30T16:21:00.000-07:00

This week I saw business begin to “pop”. For example, several jewelry store buyers, from different towns each calculated their positive sell through on my product and were willing to replace that merchandise. It made all the difference!

Another positive circumstance occurred during an in-store event this week. Customers showed up excited to see and purchase new product. Ordinarily, in-store events are not very valuable to the store or the rep. These days I have another take on this type of sale. Here it is. One's state of mind can make or break a business. I saw that this week. Whatever one does to make a retail store look fresh, hip and ready for business already has a leg up on its competition. This particular store was bravely designed like a fishbowl by the two women partners. Just past their 10 year anniversary they are always available and visible for their customers. The optimism in their bones made the difference in their store this week (and I believe every week!) They are held in great esteem in their business community. This event reconfirmed to their customers that they remain a successful business and are not going to disappear.

This week was a reminder that our choices can make or break our business. Do you make good choices for your business? What are they? Please tell me how they affect your bottom line.

ON THE ROAD AND HIT AGAIN?

2009-03-25T08:26:00.000-07:00

Just heard that another wholesale jewelry rep was held up… His car was boxed in by 2 other cars and then he was held there with a knife at his throat. Not good... Conventional precautions are fine, but they aren’t going to prevent these guys from holding up the rep. Situations like this are unfortunately on the rise rather than the decline.

How does the retail store feel when the rep gets hit going into or out of their store? How does the wholesaler or designer feel? Guilty of course!

Reps’ getting held up has been a problem the jewelry business has lived with for ever. But today it has grown to unacceptable proportions. Along with the rise in the cost of living, the balance of the whole eco system within the jewelry industry has tipped. Most in the industry will agree it has become the proverbial “Last Straw.” To rebalance that system, the rep who is the voice of reason between wholesale and retail, must look for a safer way to keep delivering valuable products and information to their customers.

Increasing danger for reps is making the need to travel and to give face to face service less possible. Desperation makes more and more sense for us to look for new methods. Fortunately for the jewelry industry, there is an answer; Technology! Because our industry has always been such a touchy- feely business, the biggest hurdle for all of us is in proving that technology can be an effective tool. The buyer will have to take the leap of faith by stepping up their technological skills. New arrangements between designers, reps and retailers will add some security for that buyer. All of these steps lend themselves to brand new ways to safely succeed. Isn’t that what we all want?

Over the last 18 months my partner and I have designed a new technological method that addresses these security issues and more: V-BY. This innovative process has allowed my customers to continue to receive the benifit of my personal interaction and expertise. Bottom line, therefore, they have successfully accomplished their buying needs for their store using cutting edge technology without endangering their valued rep. And they loved it!

ARE YOU JUST SITTING ON YOUR HANDS?

2009-03-18T18:20:00.000-07:00

I’m not and you shouldn’t be. If we live long enough we know there are ebbs and flows to EVERYTHING.
Retailers, are you sitting in a store waiting for the customers to show up? Reps, are you wondering when that retail store is going to call and need to see you and your lines? Designers and manufacturers, are you sitting behind a desk wondering if producing your latest designs will be worth it? Whatever the situation, whether you’re in retail, wholesale or are a manufacturing designer, just sitting idle isn’t going to make a difference and it definitely isn’t going to pay the bills.
My way of “sorting out” a murky situation, (like today’s economic climate), is to look for the “silver lining”.
Today I have more time on my hands and that is my "silver lining". So I decided to do something way out of my comfort zone by stepping into the new age of technology. This exercises my mind as never before. It has offered me a new successful way of doing business. Since technology is here to stay, what did I have to lose?
I was not going to miss that "technological train" no matter how computer illiterate I was. So, though I knew nothing, I choose to take a course in blogging with the sole intention of providing a platform for the jewelry industry. The goal is to provide you, the reader, an exciting new method to follow instead of just sitting on your hands!

OUR WHEELS ARE ALWAYS TURNING FORWARD

2009-03-17T14:54:00.000-07:00

My first 9 years as a rep I traveled alone. Everyday was a lonely adventure. I had to deal with different airports, rentals cars, hotels and restaurants as well as the need to regularly find working payphones to schedule my next weeks appointments. (There were times, so as not to leave the car, when I had to hang out of the window to reach the phone.) I was single and this was the "old" way to rep.

At the start of the second 9 years in business, I got married, got a cell phone and planned to have a child. To continue to service my customers, I would have to “think outside that old box”. Then I had a dream; Buy an RV and take the show on the road. Not sure how it all happened, after all, I had never stepped foot in an RV! By the time my daughter (Berry) was here we had already purchased our first rig with my husband at the helm. Technology was now allowing me to make my phone calls while sitting in the co-pilot seat (What a luxury!) My customers enjoyed the novel repping method I used. Many insisted on visiting the rig and Berry as we passed through their town. According to my accountant, this new change in travel method was working out to cost the same as the old. (Not including last year when diesel was almost $5.00/gallon!)

Even though the outside of the RV is always changing, the inside stays constant. We keep regular school hours, dinner hours, bath time and bedtimes. Our territory became our backyard as we got more familiar with the RV owners and their parks specialties.

Today, traveling is old hat for my family. There appear, however, to be many reasons why it is time once again to “think outside that old box.” With the change in the economic climate and the rise in security issues we realize that in order to stay in business safely, we all have to examine and then reinvent what isn’t working. This is my journey doing just that.