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A Funny Thing Happened On The Way To The Solstice

These were the customers that you hope get in and out before another client comes in.

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A Funny Thing Happened On The Way To The Solstice

A couple of years ago in late May, I had a 30-ish couple come in, both wearing ankle-length white robes of, um, er, gauze — loosely woven gauze. They were going to Washington for the solstice and looking for jewelry to complement their wardrobe. They ended up with a pearl necklace with gold chain fringe between the pearls and a pair of sunburst brooches (for her shoulders), and for him a hollow half-filled chain to wear as a belt with a vintage cloak pin to be worn like a sporran. I kept praying to myself that no other clients would walk into my tiny shop while I was showing them different pieces. — James Doggett, Doggett Jewelry, Kingston, NH

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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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