Editor's Note

Considering a Big Risk? Make Sure It’s Personally Rewarding

Those are the gambles most likely to pay off.

Published

5 years ago

February 24, 2020

Trace Shelton Instore March 2020 Issue

IN THE PAST, the prevailing business wisdom was that risk-taking should leverage new technologies, evolving consumer preferences or organizational assets. One aspect that experts rarely, if ever, advised business owners to consider was the personal vision and strengths of the owners themselves. Yet that’s what many retail jewelry store owners are now using as the driving factor behind their big business risks.

This issue’s lead story examines the motivations (and results) behind the gambles taken by several store owners. One, executed by the husband-and-wife team of Steve and Melissa Quick, shrunk a three-store Chicago chain to a single store based on a desire for more “authenticity,” which translated into more product with stories they believed in, as well as more face time with customers. Another, a cross-country venture that required Pennsylvania store owner Cathy Calhoun to split time in Carmel, CA, was simply a result of the owner’s desire to live and work in that state. In the case of Leitzel’s Jewelry, the decision was made to open another location in a nearby market largely based on family dynamics.

Because independent jewelry stores are generally “family-owned” by a few people at most, it only makes sense that the biggest risks taken by these businesses should consider the personal vision of ownership as a primary factor.

What dreams have you been putting off? Now may be the perfect time to take that leap.

Trace Shelton

Editor-in-Chief, INSTORE
trace@smartworkmedia.com

Five Smart Tips You’ll Find in This Issue

Encourage word-of-mouth with a sign near your exit that reads, “Don’t forget to tell your friends about us!” (Manager’s To-Do, p. 30)
Invite your customers to an “Appraisal Clinic” at your store, reminding them that insurance typically pays the most recent appraisal value. (Manager’s To-Do, p. 30)
When taking a big risk, let staff know what’s going on, but don’t let them change your vision to suit their own preferences. (The Big Story, p. 38)
Form a jewelry book club that meets every other month. (Tip Sheet, p. 52)
Charge at least $100 for initial consultations on custom design, which can be applied to the finished piece. (Evan James Deutsch, p. 60)

Windsor Jewelers: Building for Tomorrow with Wilkerson

After 43 years in the jewelry industry, Windsor Jewelers' President Rob Simon knows the value of trusted partnerships. When planning a store expansion in Winston-Salem, North Carolina, he turned to Wilkerson to transform existing inventory into construction capital. "There have been very few companies I've dealt with that I totally trust," Simon shares. "Wilkerson understands their success is 100% based on your success." The partnership enabled Windsor to fund new showcases and construction while maintaining their position as their community's premier jeweler. For Simon, the choice was clear: "Over the years, I've been abused in every direction there is by different people in this industry, so I know what to avoid. One company not to avoid is Wilkerson."