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Montana Bridal Jewelers Believe in Talking Less and Listening More

It’s the most important thing they’ve learned about selling engagement rings.

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Jim and Brandy Adair Adair Jewelers, Missoula, MT

Jim Adair’s first foray into jewelry retail was a mall store he bought with his father in 1982. In 2000, Adair built a larger freestanding store that became well known in Montana. This year, he opened the Adair Bridal Center with his wife, Brandy. It’s a 24,000 square-foot facility anchored by the 8,000 square-foot Adair Jewelers and the 4,000 square-foot Last Best Bridal Shop, both of which they own and operate. They rent the remaining space to other bridal-service businesses, which allows for easy cross-promotion. They manufacture much of their own bridal and have a large selection of loose diamonds and custom pieces.


  • The most important thing I’ve learned about selling engagement rings, is it’s easier and more efficient to talk less and listen more. 
  • The most enjoyable thing about living in Montana is that I absolutely feel blesssed to see elk, deer, vison, pheasants, and wild turkeys on most days while driving to and from work. 
  • My perfect day off doesn’t have to be perfect. It would just be nice to have them more often. When that does happen I’m sure it will involve a nap and a beer. 
  • My secret talent is, all dogs and small children like me. I consider them to be excellent judges of character. 
  • Right now on my “to-do-list” are these three things: 1) Full tilt Christmas merchandising 2) Hire more employees 3) Manage the website better 
  • Describe a dream trip? Maybe something with your wife, me-over here. The one that wrote all these, so it’s legible.  

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After 42 years, it was time for Gina McHugh to hang up her bench tools and plan on doing something completely different. She and her husband, Mick, had a beautiful Binghamton, NY store — The Goldsmith — but in late 2019, the time felt right for retirement. They called Wilkerson. “They’d always been a part of our bridal jewelry selection,” says Gina, “and I felt really good about their quality and service. So, when we were looking for someone to work with us, Wilkerson was a natural.” With the kind of service and support Wilkerson is known for, Gina says their sales consultants made their retirement sale, “successful and quite easy.”

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