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Brand Founder Stamps Cellphone Number on Inside of Products

This could be a great way to show clients how much you care.

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RALPH ANDERL, the founder of high-end eyeglass brand IC! Berlin, stamps his cell phone number on the inside of every frame his company makes to allow any customer to get in direct contact over an issue with their glasses. Every business owner claims to stand by their products, but it’s rare for one to make him or herself so available. True, a customer may not want your phone number inside his fiancée’s engagement ring, but could you do something similar — put your mobile number on all receipts or anywhere else to allow the customer to get in touch immediately?

Over the years, INSTORE has won 76 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Texas Jeweler Knew He'd Get Only One Shot at a GOB Sale, So He Wanted to Make It Count

Most retailers only have one GOB sale in their lifetimes. This was the case for Gary Zoet, owner of Shannon Fine Jewelry in Houston, Texas. “Wilkerson has done thousands of these sales,” says Zoet. “I’ve never done one, so it’s logical to have somebody with experience do it.” The result exceeded Zoet’s expectations. Wilkerson took care of everything from marketing to paperwork. When it’s time for you to consider the same, shouldn’t you trust the experts in liquidation?

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Brainstorms

Want a Golden Opportunity? Sponsor a 14K Run

Sponsoring a 14K run will conjure thoughts of jewelry.

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OUT FOR A run the other day (and struggling through the 5K barrier), we had a brainwave — a 14K run is the perfect sponsorship opportunity for a jeweler. It’s precisely one-third of a marathon, but better still, say “14K,” and people immediately think of jewelry. Running season is just around the corner. Go for the gold!

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Brainstorms

Why Bank Closings Could Be Good News for Your Store

Think of it as a real-estate opportunity.

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AMERICAN BANKS have closed 9,000 branches in the last decade as digital banking and other trends have resulted in fewer people visiting their physical outlets. While that’s bad news in some communities where consumers now have to travel great distances to find a branch, it’s good news for jewelers, especially those looking for a new location. Few other abandoned commercial buildings are such a good fit for jewelers, given bank branches’ often central locations on Main Street, security-driven designs, features such as walk-in vaults and often cool, retro designs. Pondered a move lately? Keep an eye on your local bank.

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Brainstorms

You Won’t Believe What This Jeweler Did to Make His Community Love Him

A jeweler gives every Christmas a real meaning.

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Siegel’s Jewelry in Paso Robles, CA, walked the Christmas walk last year. On Christmas Eve, they put a tree outside their front door with approximately 50 gifts worth $10-$50 each for anyone in need of a present but who couldn’t afford one. “On the following Monday, all the gifts were gone and a note under our door said how nice it was that people like you are still around,” said owner Ken Siegel. Such were the feelings of goodwill generated by the gesture that Siegel’s decided to up their generosity: “This year we will be doing our gift tree each night for seven nights before Christmas,” Siegel said.

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