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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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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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