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Best of the Best: Custom Made Easy

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[dropcap cap=B]ob Disinger, owner of Disinger Jewelers in Jasper, IN, wanted to expand his custom-design capability, but felt he didn’t have the time to learn a complicated CAD program. He also wanted to get his staff of 15 excited about the future of the jewelry business. — EILEEN McCLELLAND[/dropcap]

[componentheading]THE IDEA [/componentheading]

[contentheading]New Software [/contentheading]

When Disinger, who had no previous CAD experience, learned about Stuller’s customer-friendly CounterSketch Studio software, introduced to retailers late in 2009, he thought it was ideal for him. “It’s perfect for the independent jeweler who wants to get into CAD but doesn’t want to start with a totally blank screen and build the product,” Disinger says. “It gives you a model to start with and to modify.” He also thought it would be great for customers who have trouble envisioning a design from a sketch on a piece of paper. “I jumped aboard,” Disinger says.

Best of the Best: Custom Made Easy

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[componentheading]THE EXECUTION [/componentheading]

[h3]Two Studios[/h3]

Disinger went all out on implementing CounterSketch, launching an ad campaign, and setting up two custom-built design studios on the showroom floor. “They look all high-tech and create the picture that we are with-it, so we appear more high-tech to the tech-savvy customer,” Disinger says. The sales staff operates CounterSketch with the customer’s input and direction. When the design is complete, he can — with a simple keystroke — send it to Stuller for casting. His total investment was $13,000, which included the design studios and the largest possible computer monitors.

Best of the Best: Custom Made Easy

[componentheading]THE REWARD [/componentheading]

[contentheading]Future View[/contentheading]

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“This created excitement from both my staff and the customers,” Disinger says. “In the jewelry industry, you have to be careful you don’t get into a rut. This offers a refreshing view of the future.” The vivid, detailed renderings make it easy for the customer to understand what the finished piece will look like. Disinger is able to print out photos for the customer and e-mail them to her friends as well. How easy is it to learn? “We had a ladies night recently and 15 minutes before the door opened, I had shown my 16-year-old son how to use it, and he was designing and modifying rings all evening,” Disinger notes.

[componentheading]DO IT YOURSELF[/componentheading]

• “Make a full commitment and set aside the appropriate space,” Disinger says. “You want to show it off. It needs to be out on the showroom, but in an area with some privacy so customers feel comfortable.”

• Invest in the full training program for as many employees as possible. “I brought along four employees. I probably didn’t need to, but I wanted them to totally buy into this venture.”

• Let everyone know you have the software and what it can do.

• Consider the timing. “Christmas was all about grab-it-and-go gifts. But now (in January) I see customers more interested in wanting to sit down, spend time, and create an heirloom,” Disinger says.

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[span class=note]This story is from the May 2010 edition of INSTORE[/span]

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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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Best of The Best

Best of the Best: Custom Made Easy

Published

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[dropcap cap=B]ob Disinger, owner of Disinger Jewelers in Jasper, IN, wanted to expand his custom-design capability, but felt he didn’t have the time to learn a complicated CAD program. He also wanted to get his staff of 15 excited about the future of the jewelry business. — EILEEN McCLELLAND[/dropcap]

[componentheading]THE IDEA [/componentheading]

[contentheading]New Software [/contentheading]

When Disinger, who had no previous CAD experience, learned about Stuller’s customer-friendly CounterSketch Studio software, introduced to retailers late in 2009, he thought it was ideal for him. “It’s perfect for the independent jeweler who wants to get into CAD but doesn’t want to start with a totally blank screen and build the product,” Disinger says. “It gives you a model to start with and to modify.” He also thought it would be great for customers who have trouble envisioning a design from a sketch on a piece of paper. “I jumped aboard,” Disinger says.

Advertisement

Best of the Best: Custom Made Easy

[componentheading]THE EXECUTION [/componentheading]

[h3]Two Studios[/h3]

Disinger went all out on implementing CounterSketch, launching an ad campaign, and setting up two custom-built design studios on the showroom floor. “They look all high-tech and create the picture that we are with-it, so we appear more high-tech to the tech-savvy customer,” Disinger says. The sales staff operates CounterSketch with the customer’s input and direction. When the design is complete, he can — with a simple keystroke — send it to Stuller for casting. His total investment was $13,000, which included the design studios and the largest possible computer monitors.

Best of the Best: Custom Made Easy

[componentheading]THE REWARD [/componentheading]

Advertisement

[contentheading]Future View[/contentheading]

“This created excitement from both my staff and the customers,” Disinger says. “In the jewelry industry, you have to be careful you don’t get into a rut. This offers a refreshing view of the future.” The vivid, detailed renderings make it easy for the customer to understand what the finished piece will look like. Disinger is able to print out photos for the customer and e-mail them to her friends as well. How easy is it to learn? “We had a ladies night recently and 15 minutes before the door opened, I had shown my 16-year-old son how to use it, and he was designing and modifying rings all evening,” Disinger notes.

[componentheading]DO IT YOURSELF[/componentheading]

• “Make a full commitment and set aside the appropriate space,” Disinger says. “You want to show it off. It needs to be out on the showroom, but in an area with some privacy so customers feel comfortable.”

• Invest in the full training program for as many employees as possible. “I brought along four employees. I probably didn’t need to, but I wanted them to totally buy into this venture.”

• Let everyone know you have the software and what it can do.

Advertisement

• Consider the timing. “Christmas was all about grab-it-and-go gifts. But now (in January) I see customers more interested in wanting to sit down, spend time, and create an heirloom,” Disinger says.

[span class=note]This story is from the May 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

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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