 |
|
| July 2004
Managing/Careers and Customers Women in the Know A WJA conference tackles topics such as what women and men have learned from each other, tomorrow's customers and networking
Shared Knowledge Women have brought new perspectives to management, but they’ve also learned from men Women entered the jewelry industry in record numbers over the past 30 years and now hold key management positions. The “Women in the Know” conference gathered five executives from retail and supply businesses to discuss what women and men have learned from each other. Hedda Schupak, editor in chief of JCK, moderated. Here’s a summary of their observations: Collaborative Management: Women championed collaborative management. As a result, employees participate more in decision-making and bring valuable bottom-up ideas to senior managers. Family Issues: Women spearheaded more flexibility where families are concerned, which has helped employers attract and keep key workers. Knowledge of Jewelry: Women “get” jewelry and the shopping process and have brought those skills and insights to the creation and marketing of these precious goods at wholesale and retail. The Male Perspective: Women have learned things from men, including more assertive selling skills and less emotional reactions in business situations, say the panel members. Men also have taught women not to take things personally in business. “Men are not fazed by pot shots – they know the higher you fly, the more you’re going to get shot at,” says Andrea Hill of The Bell Group/Rio Grande. Male vs. Female Bosses: Panelists concurred there is no advantage to having a male or female boss – all said they had seen both do the job well and poorly. The dated idea that men are generally nice bosses while women are often nasty ones has faded.
Glimpsing the Future Customer demographics are changing rapidly What trends will affect how you sell jewelry in the future? Futurist Edie Weiner, president of Weiner, Edrich, Brown Inc., has some ideas. Physical Challenges Many more people than you realize are physically challenged at some point in their lives, including pregnant women, parents with children in strollers, the obese, those with carpal tunnel syndrome or asthma, people who have trouble reading small type and weekend athletes with injuries. Thus, you should look at everything through the eyes of someone coping with limitations. Make typefaces in printed material larger and clearer. Make clasps easier to manipulate. Offer services for the homebound. Keep store aisles wide and open. Plan a child-friendly area in your store. Seniors Older customers are varied today – they can be getting married for the first or fifth time. They can have children or stepchildren from adult to infant. Never assume a woman is the mother of the bride or that the baby gift is for a grandchild. Show seniors sport watches, and talk about jewelry for active people. Lend-Lease Renting or leasing luxury products or services is a growing trend. The practice of lending jewelry for awards shows has led smaller jewelers to lend important pieces to local “celebrities.” The next step: a formal fee-based rental program. New Luxury Luxury now means getting something personably valuable, such as more time, less stress, more power and heightened relationships. To fulfill these needs, visit customers at their offices or homes. Keep track of their important dates and preferences and provide choices that make buying jewelry easy. Create marketing programs showing fine jewelry and timepieces are the ultimate symbols of power and love. Customized Networking Make your own rules for success Most jewelry industry managers understand the value of networking, but many don’t do it because they presume it’s too challenging, says Diane K. Danielson, president of DWC Services. Not true, says Danielson, who has written a book on the topic. Follow her suggestions to make networking comfortable for you.
|
Photo by Ron Saltiel Productions.