SUPER. HAVE a. SHow! AN ILLUSTRATED GUIDE TO ROCKING THE SMART SHOW IMAGINE, BUY, TRY, AWAKEN, FRIEND and ENJOY

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1 AN ILLUSTRATED GUIDE TO ROCKING THE SMART SHOW IMAGINE, BUY, TRY, AWAKEN, FRIEND and ENJOY at its core, what The SMART Jewelry Show is about is making things happen. Getting moving. Taking action. So before we jump into our action-packed illustrated guide to a few of the smartest new concepts at the SMART Show, we want to take a few minutes to introduce six action words six verbs that you should remember as key themes for this year's event. imagine: Stop thinking small. If your goal is to survive, you can t possibly thrive. Imagine what you want your store to be. Believe in your heart that you can make that vision come true. Let INSTORE and The SMART Jewelry Show lay out the tools for you. And the rest, friends, is up to you. buy: If you ve been listening to us for the last couple of months, you ve moved some of the old inventory clogging your cases and have some cash in hand. If you ve done inventory planning with the help of the resources at instoremag.com/imagine, you should be ready to make some smarter buying decisions. Lastly, use all the innovative tools we ve put together at the show to restock your cases with fresh, fast-turning inventory. try: Remember Einstein s definition of insanity: Doing the same thing over and over and expecting different results. This year, STory by david squires ART by wim nutakhom let s switch the script. Try using the QR codes (download the software to your smartphone at instoreqr.com). Try HAVE a SUPER SHow! buying a Mother s Day-specific product from our vendors and highlighting in your store advertising for the holiday. Try Share Point to meet fellow retailers and share your best finds from the show floor. Try leaving a testimonial for a favorite vendor at our Rave Spot. Presented with a new idea? What the heck, try it! awaken: Most of us have periods of our lives and careers when we slumber. Then there are the times when we dig down deep and strive hard to lift ourselves. Make 2011 a time to strive. Before the show, visit instoremag.com/lifelift for motivation. Then, at the show, come to the SMART Energy Zone near Town Square and meet with our wellness experts Kevin Stacey and Pamela Ingalls for techniques to beat stress and generate energy. friend: But not in the superficial Facebook way. Instead, use networking opportunities at the show (with fellow retailers at Share Point, experts at the SMART Bar, and owners of Cool Stores everywhere) to make new connections who can help your business. Get out of your comfort zone. Set a target of meeting three new people who can inspire and motivate you at this year s show. enjoy: We regard The SMART Show as the jewelry industry s friendliest trade event. And what we most want you to have is a good time. Enjoy the beauty and atmosphere of one of the country s coolest trade show locations, Chicago s Navy Pier. Enjoy our Sunday night Chicago Cool Blast featuring Frank Sinatra.* Enjoy a 15-minute massage with our massage therapists in the SMART Energy Zone. Enjoy! * OK, a terrific Frank Sinatra impersonator g BUY SMART h TRY QR CODES j MEET MENTORS k TAKE ADVANTAGE SMARTJEWELRYSHOW.COM 53

2 before the show, go to instoremag.com/imagine for advice on setting up your merchandising plan for the show. "Eliminate all old dogs from your jewelry cases" Don t get soft-hearted... SCRAM! learn to buy smart Hmm... NEED A cool product at the $ price point.... and Continue to build your merchandising plan using the forms and tools on our WEBSITE. Arrive at the SMART Show ready to purchase new, fast-turning merchandise to replace your tired old dogs. Use our show guide to find vendors whose sales policies best match your store needs. For fastest-moving products, look for the vendor label of best-seller. And Look for the label Mother s Day to find products aimed right at moms. Use QR codes to find special deals and expanded information. At daily "Share Point" sessions, share the show's coolest styles and best deals WITH FELLow retailers. GREAT DEAL! YoU VE Gotta SEE IT! Don't be shy. Be ready to share. When you meet a new contact, be ready to ask (and be be asked) the magic question: So what did you buy today? Do these things and, we promise, you ll go home with orders for smartly selected, fast-turning new merchandise that will energize your store. 10% Discount 54 SMARTJEWELRYSHOW.COM

3 FUN WITH QR CoDES BEFoRE THE SHoW, VISIT INSToREQR.CoM on YoUR CoMPUTER or SMARTPHoNE. THERE YoU LL FIND THE PERFECT CoDE READER FoR HUNDREDS of SMARTPHoNES on ALL MAJoR PLATFoRMS. 1. PICK YoUR PLATFoRM. 2. DoWNLoAD. 3. you ll be done in A MINUTE or so. HEY, THAT WAS EASY! QR Codes version 4.2 NoW YoU'RE READY. HIT THE SHoW FLooR AND look FoR QR CoDES. IT WoN T TAKE LoNG! GoT one!!! at vendor BooTHS, get contact data, EXPANDED INFo AND EVEN SPECIAL DEALS. $50 off MY INITIAL order! SWEET! THE SMART SHOW ALSo FIND EXtra CoNTENT IN our SMART STATIoN EDUCATIoNAL EXHIBITS on THE SHoW FLooR. I'M GoNNA REQUEST MY FAVE SINATRA SoNG! YoU CAN EVEN HAVE FUN WITH QR CoDES AT THE CHICAGo CooL BLAST, our BIG SHoW PARTY. and BEFoRE YoU head home, be sure to visit TAPPINN to learn about QR CoDE opporunities in YoUR SToRE. CooL IDEA! 56 SMARTJEWELRYSHOW.COM

4 Meet and network with cool stores more than 50 "Cool Stores" and "America's Coolest Stores" will attend this year s smart jewelry show. I m INVITED! It's a great chance to meet some of America's most innovative jewelers. like... Gary gordon Samuel gordon Jewelers You re Invited Gary Simon Simon Jewelers Julie Sather-Browne Sather s Leading Jewelers "Hey, INSToRE, March 2005, right?" RIGHT! Good memory! you have a cool STorE. THANKS. now tell me about your store. Tom Duma Thom Duma Fine Jewelers SCore yourself an official SMART show t-shirt LIKE this year's official SMART Show t-shirt? Well, We're giving away 1,000 of them free to attendees. don t be shy. say hello. SWEET! it could be the start of a very cool relationship. Get yours by arriving early on Saturday, Sunday or Monday. (one per customer, supplies limited!) Cool SHIRT! Looking SMART! don t miss your chance. 58 SMARTJEWELRYSHOW.COM

5 More smart Actions THE SMARTEST LUNCH EVER! beat your Stress don t let pressure drown you. Learn how to manage stress and build your personal energy with smart show wellness experts kevin stacey and pamela ingalls. PARTY WITH SINATRA! okay, it's not really ol blue eyes. But you'll still have a blast with our swinging band sunday night at the Chicago Cool Blast party. 60 S M A RTJ E W E L RY S H OW.C O M If you're here on april 1, have a lunchtime working meeting with Shane Decker. Admission: $16.50, includes lunch. order online at instoremag.com/shanelunch be ready to BUMP For easier networking, go to and download Bump networking software for your smartphone. Want somebody's contact information? Just bump phones. EVEN More smart Actions 2

6 EVEN More smart Actions INSToRE/INDESIGN editors are stationed in each of the educational "Experience Areas" and at the INSToRE booth. Need help? We're right there. support our VENdors +meet an editor If you enjoy our Show, remember who pays for it. Support show vendors, and we can support you with more smart ideas next year. GUIDE use your show this show guide contains useful and unique information on vendors. spend time reading it to decide which vendors you want to visit. GET EXTRA EDUCATIoN arrive in Chicago one day early to attend our pre-show conference day on Friday, April 1. CHoose From 20 smart educational sessions. KEEpING UP WITH THE NEWS AT THE SHoW FACEBook.Com/instoremag twitter: #smartjewelryshow, #smartshowdeals website: instoremag.com don t miss daily video updates from the show floor ACME JEWELRY diamond bracelet SKU: big look for a low price! remember to TAKE Notes If you like a product, write down its name and the reason you like it. (this will help you buy later. Plus, you can tell fellow jewelers.) 62 SMARTJEWELRYSHOW.COM