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David Geller

David Geller: Maximize Each Sale When Taking A Repair

When a repair walks in the door, don’t let a missed sale walk out shortly after.




TO ENSURE YOU’RE getting the most out of every sale — and the customer the best service — be sure to cover all these points when the next repair customer comes in the door.

1. Suggest having all prongs tipped when only one is bad as the others are probably thin as well.

2. Ring sizings with a shank less than a millimeter thick probably should have a new thicker shank installed.

3. Show every sizing customer a sample of an arthritic shank (FingerMate, SuperFit, etc). You might sell one to every 10-20 customers.

4. When replacing a soldered pin in a tennis bracelet or other type of bracelet with pins, know that the first three rivets on either side of the clasp (six in total) usually wear and get thin long before the pins in the center do. Suggest replacing all the pins even if you have to give a 20 percent discount on the total of six. The customer will have a better job and you’ll make more money. Be sure and lay the bracelet on a photocopying machine (unless you have a camera) and keep a copy of a picture of the broken bracelet in the job envelope. This will prevent the customer later saying it’s the same pin you repaired.

5. Tell customers there is an extra charge of $20 to check and tighten stones in their jewelry above five (first four stones are checked free). For this fee, “we will check and tighten every stone, and make sure they are tight for one year. If they get loose, we’ll tighten them at no charge and if they fall out we will replace them at no charge.” Yes, you can limit size and such, but the customer should know this up front. Do the math. A typical store will sell 70 percent of its customers who are presented with this option. If you take in 5,000 jobs a year and 60 percent of the jobs coming in have five or more stones and 70 percent of those folks say yes, you’ll take in $45,000 a year in lost stones. This money goes right to the bottom line.


This story is from the May 2009 edition of INSTORE.

David Geller is a 14th-generation bench jeweler who produces The Geller Blue Book To Jewelry Repair Pricing. David is the “go-to guy” for setting up QuickBooks for a jewelry store. Reach him at [email protected].



Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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