Game changers! Changes Affecting Retail

Alex Hevia Schlindwein | Kate Peterson | Trace Shelton | Suzanne Martinez

(PRESS RELEASE) NEW YORK — On March 16 at 2 p.m. Eastern Time, The Plumb Club presents the next launch event in the series of inaugural presentations at the Jewelers Resource Center.

Over the past few years, jewelry retailers have seen seismic shifts in both the way they need to do business and the changing habits of their customers. From the growing importance of digital and e-commerce, to the constraints of a pandemic, to changing consumer expectations, the retailer had to navigate an ever-changing obstacle course to secure the sale. How have savvy retailers been able to adapt tactics and change strategy on the fly to ensure their bottom line results are achieved?

An experienced and successful panel from the retail, sales training and publishing industries illustrates how reaching and interacting with a customer has changed over the past decades. Each will provide proven insights and strategies for success on how a retailer can reach customers, meet their changing needs, manage unforeseen obstacles, and turn consumers into customers for life, despite a changing environment. Panelists include:

  • Alex Hevia Schlindwein is a third-generation jeweler who serves as the Marketing Director of her family business, Kiefer Jewelers, a chain of 2 stores in Tampa, Florida. Over the past few years, under his marketing leadership, the company revamped the website, lowered e-commerce buying barriers, and improved the online customer experience. As early adopters of new technologies, they also focused on social media tactics across various platforms to build community and drive sales. The overwhelming result was a tripling of sales.
  • Suzanne Martinez is a highly skilled senior gemologist, jewelry appraiser, jewelry historian and co-owner of Lang, which opened in San Francisco in 1969. Under her leadership, the company benefited from the early adoption of e-commerce, cross-training of human resources, social media, email and virtual communication, which has made Lang one of the most renowned real estate jewelers in the world, growing strongly in recent years despite the pandemic.
  • Kate Peterson has over 40 years of business experience at all levels of sales, management, operations and training in companies from 1 to 1000 sites and has held leadership positions in operations and training for a variety of major retailers before founding Performance Concepts in 1998. With the team at Performance Concepts, Kate provides training and sales consulting services to retailers, manufacturers and trade organizations worldwide.
  • Tracer Shelton began writing for INSTORE, a trade publication for retail jewellers, in 2003, and joined the team full-time in August 2004. He was appointed editor of sister publication INDESIGN in 2007 and became leader of INSTORE in 2016. Prior to coming to work for INSTORE, Trace spent six years as a marketing consultant for independent retailers.

After the presentation, retailers will have the opportunity to take part in a fun scavenger hunt and potentially receive multiple prizes ranging from Dom Pérignon champagne, Godiva chocolate, to in-store sales training and an analysis and report. experts on the website.

To register for the inaugural presentations and events, or to take a virtual tour and learn more about the Jewelers Resource Center, please visit


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