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Big Survey

7 Out of 10 Jewelers Surveyed Said They Do Not Want to Add a Brand

Only 28% of our Big Survey respondents said they would add a brand if given the chance.

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72 PERCENT OF RESPONDENTS to INSTORE’s recent Big Survey said they did not want to add any brands. For comparison’s sake, the No. 1 brand on the list, Rolex, received 6 percent of the votes. This follows a growing trend of independent jewelers moving away from brands and toward self-branded merchandise or custom design. That said, there are still some names that carry cachet in the industry. Most were watch brands, with the exceptions of David Yurman, Cartier and Gabriel & Co.

Question: What jewelry or watch brand would you most like to add to your cases?

1. ROLEX
2. PATEK PHILIPPE
3. OMEGA
4. David Yurman
5. CartierTIE
5. TAG HeuerTIE
7. Gabriel & Co.
8. BulovaTIE
8. ShinolaTIE
10. CitizenTIE
10. TudorTIE

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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