WHAT YOU’RE HOLDING in your hands is one of the most important collaborative projects in the jewelry business. It's our second annual Big Survey — where we ask jewelers around the country a hundred-plus questions about virtually every aspect of their businesses.
Last year, we were extremely pleased to get 550 jewelers to invest the time in taking our inaugual Big Survey. This year, numbers rose to more than 750 — making this by far the largest survey of its kind. And all we can say is “wow” — thanks so much for your time and support.
This special edition contains tons of useful information — with important insights into how your fellow jewelers buy, sell, pay, profit, market, service, protect themselves, and even how they feel.
We think you'll find it a typically eclectic package — we can't imagine there's another magazine in the world where you'll find David Geller, Roberto Coin, and Monica Lewinsky mentioned in the same story.)
Use this information carefully. For example, it would be the height of complacency to decide that, since 41 percent of jewelers don't know their Gross Margin Return on Inventory Investment, that you really don't need to figure out this important barometer of inventory performance. (Evaluating your inventory solely on sales would be like a baseball general manager judging a free-agent pitcher only on wins — even though he's got an ERA of 5-point-something.)
Enjoy the Big Survey!
Wishing you the very best business
David Squires
Associate Publisher