Keep The Holiday Spirit Alive With The Right Attitude
John Green, owner Lux Bond & Green, West Hartford, CT, show how
Connecting with customers and guiding them through their most important milestones is a way of life for Jewelers of America Chairman John Green, owner of Lux Bond & Green, West Hartford, CT. The retailer’s family tradition dates back to the store’s founding in 1898, and Green (a member of the family’s fourth generation in the business) has served as President and CEO since 1992.
More than a century later, the company -- with eight locations -- still operates on its founding principles of caring for the well being of their staff (numbering over 150) and communities. Green says that attitude is critical in these challenging economic times -- when Christmas and Hanukkah provide motivation for people to purchase -- but maintaining that attitude may be more difficult than usual.
He shares his advice on guiding the business through the season to have positive returns into the New Year:
- Have Staff Reach Out to Customers: Green says the store is encouraging sales staff to make plenty of phone calls and invite customers in to see new merchandise.
- Create a Positive, No-Pressure Environment: “We’re not trying to put pressure [on customers],” Green says. “If they really just want to come in and have us clean their jewelry this year, we’re happy to see them and say hello. They don’t have to walk in the store and buy something; we just want them to walk in the store.”
- Give Customers Price-Point Options: Some customers may not be able to spend as much as last holiday and Green says it’s critical that the store conveys the message that’s okay and gives them choices. “We look at what we think customers are going to spend to have the right merchandise in the right price ranges and in different looks,” he says.
- Give Back to the Community: The store is giving back more to the community this year, a reflection of area's need.