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Zen Jeweler: A Simple Matter of Context

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AS A STUNT, The Washington Post asked world-acclaimed violinist Joshua Bell to play his Stradiva-rius during rush-hour in a Metro subway station. Here’s what happened: 

He played for 45 minutes. Six people stopped to listen (out of nearly 1,100). He made $32 and change. The Post article talks about context and framing and how we have no more time for beauty. The article has led me to ask a question. 

When people enter your store, can they see and feel that you are a concert hall, acoustically perfect? Does everything (from the lighting to the length of time the concert goes on before you pause for intermission) work together to show off the musicians, the dancers, and the works of art you wish them to appreciate? 

Taken out of context, Joshua Bell is just another street musician. But get the context right and he is something extraordinary. Look with a critical eye at every single facet of your store. Get the frames and the context right, and your works of art will be pre-sold.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Zen Jeweler: A Simple Matter of Context

mm

Published

on

AS A STUNT, The Washington Post asked world-acclaimed violinist Joshua Bell to play his Stradiva-rius during rush-hour in a Metro subway station. Here’s what happened: 

He played for 45 minutes. Six people stopped to listen (out of nearly 1,100). He made $32 and change. The Post article talks about context and framing and how we have no more time for beauty. The article has led me to ask a question. 

When people enter your store, can they see and feel that you are a concert hall, acoustically perfect? Does everything (from the lighting to the length of time the concert goes on before you pause for intermission) work together to show off the musicians, the dancers, and the works of art you wish them to appreciate? 

Taken out of context, Joshua Bell is just another street musician. But get the context right and he is something extraordinary. Look with a critical eye at every single facet of your store. Get the frames and the context right, and your works of art will be pre-sold.

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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