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Do You — or Don’t You: Are You Listed as a Vendor for Any Websites?

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Do You — or Don’t You: Are You Listed as a Vendor for Any Websites?

BY INSTORE TEAM

Published in the November 2012 issue

15% YES, I AM
 

The websites help send people to the store so that we can sit down with them and develop a relationship. — Nihala Halem, Halem & Co., Healdsburg, CA

We are listed on Wedding Wire, Martha Stewart Wedding and others. There has been no real benefit. — T. Julian McGrath, Tipperary at Tara, Brunswick, NY

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We get lots of leads but it doesn’t convert to $$$$. — Don Unwin, Sterling Jewelers, Wethersfield, CT

We have had a few customers who come in to shop and mention that they saw us on Wedding Wire. This shows us that it’s working, but I don’t think we’d fully rely on it to supply our customers for us. — Morgan Bartel, Collins Diamonds, Liberal, KS

We have had some response directly from being listed on The Knot and had one couple drive from an hour away to see us last we because of our listing. But it also lends us a lot of credibility when working with clients. — Bret Dougherty, Studio 2015 Jewelry, Woodstock, IL

We get some good leads from The Knot, but we find our local online wedding registries are the best. — Peter Manka Jr., Ben Garelick Jewelers, Williamsville, NY

85% NO, I’M NOT

I looked into The Knot and the only trading area they would list me in is approximately two hours’ drive from my actual location. I won’t put my advertising dollars that far away from my store. — Sue Parker, Nyman Jewelers, Escanaba, MI

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I don’t need a middleman online. I’m doing just fine by myself. I’ve had my own website for 13 years, plus I sell on Etsy, Artfire, and a little on eBay. Because of the wonder of the Internet, my jewelry lives in all 50 states and 35 countries around the world! — Janne Etz, Contemporary Concepts, Cocoa, FL

I have considered sites like Etsy or some auction sites but found them unsuitable. Too easy to get lost in the masses on Etsy, and at auction sites people want a steal, not a deal. — Mark Thomas Ruby, SunSpirit Designs, Loveland, CO

I’m in a rural, low population area. Word of mouth is 10,000 times better than the Internet. — Steve Stempinski, Steve’s Place, Madison, GA

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Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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