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David Geller

Are You a Good, Better, or Best Jeweler?

Here are the characteristics of each type.




YOU’VE PROBABLY HEARD of “good/better/best” pricing, but I’m going to talk to you about “good/better/best” jewelers.

A “Good” Jeweler …

Runs the store by the seat of their pants. They buy lots of inventory because they like pretty things without thinking too much about price points and how well they turn in a year. They hardly ever get rid of years-old inventory, thinking they’ll make a killing as gold rises — it’s their retirement plan.

Inexpensive items are left in the showcase at night covered with bedsheets. This invites criminals to break into the store windows, taking worthless jewelry but causing $25,000 to $50,000 in damage.

They expect that if they hire a salesperson, they should already know how to sell. Ha!

They are still using handwritten receipts.

A “Better” Jeweler …

Has a point-of-sale program and looks at a Daily Activity report, including how much money they took in and how much was sold by each sales staffer.

A Better Jeweler might be on a jewelers Facebook group, responding often to questions or even asking questions and deciding which answer coincides with their beliefs.

They might even have a commission plan, but it’s so weak, the staff yawns at it.


A “Best” Jeweler …

Ah‚ the Best Jeweler. A delight. Runs a report each week of stock items sold last week that were in the store for less than six months and reorders this item until it doesn’t show up on the report anymore. This gives them a yearly turn of TWO! An awesome number, easy to achieve and it gives us more money.

In addition, a Best Jeweler knows inventory over 12 months old becomes stale, for customers and for cash flow. Over a year old increases accounts payable debt, credit card debt, loans from the owner and banks. It lowers our bank account balance as well, but a Best Jeweler uses many tactics to get rid of it.

  • Returns it to vendor after 12 months
  • Doubles commissions on aged inventory or gives spiffs.
  • Puts it on sale.
  • Sells it to other dealers.
  • Takes it apart and makes new designs.
  • If it reaches 18 months, scraps it.

A Best Jeweler has incentives for the staff, has bi-monthly sales training and even joins jewelers mentoring groups to enhance their ability to run a top-notch store and train themselves to be a better manager to their staff.

They also use advertising media that matches how sales came into the store. Consistently, not blowing big bucks only at year’s end.

A Best Jeweler is not a workaholic, giving more time to their family and the families of their staff as well.

Here’s hoping you had a cash-positive 2023, and here’s to an even better 2024.



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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