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Do You Or Don't You?

Do You — Or Don’t You — Encourage Your Staff To Wear Jewelry From Your Store?




Published in the May 2014 issue

78% YES, I DO

We absolutely do! If it compliments their wardrobe then throw it on! Or if they have an event to attend, I’ll deck them out. Anytime I can get our jewelry seen and out there I’ll do it. — Marc Majors, Sam L. Majors, Midland, TX

They only wear what they own from the store. I let them to buy at cost, however. — Jodi Winters, J.L. Winters Jewelers, Muncy, PA

They all love nice jewelry: Some they own, some they can’t afford to own. It’s this second category that we encourage our staff to wear, and, yes, on occasion they do forget to take the piece off and it goes home with them. — Mark Kasuba, M. Edwards Jewelers, Pittsfield, MA


Wearing it and showing it sells it, plain and simple. — Mark Sheely, Mark R. Sheely Jewelry, East Petersburg, PA

When we put in a new line, I’ll split the cost of an item for them up to $500. — Joel Hassler, Rasmussen Diamonds, Racine, WI

I encourage my employees to wear what they like, what excites them because they will talk about it if it is their idea. — Sara Commers, Commers Custom Jewelers, Minneapolis, MN

We have made many sales right off the sales person’s neck. They get to pick the item so you know they really love it and are pumped about it. — Don Unwin, Sterling Jewelers, Wethersfield, CT

They love to wear the jewelry with the tags on, and when someone comments on a piece the answer is, “It could be yours!” (No pearl jewelry, though.) — Frank Salinardi, Linardi’s Jewelers, Plantation, FL

They are required to wear four items each day at work. They have all sold pieces off their body, and they understand the value in it. — Barb Binkley, Cooper & Binkley Jewelers, Brighton, MI


22% NO, I DON’T

I want my pieces fresh and perfect. I don’t let my customers wear and return, so I can’t allow my sales staff to either. I often buy pieces for my girls to wear from market; it makes a new item MOVE and dramatically improves the sales pitch! — Denise Oros, Linnea Jewelers, La Grange, IL

Most of them have their own beautiful jewelry. — Susie Freeman, Freeman Jewelers, Fort Wayne, IN

I do not want customers to see staff with it on and then in the case. Clients think it’s used and wonder who else gets to wear it. — Lex Harrison, G M Jewelers, San Jacinto, CA

We used to allow it, but there were too many problems with wearing it and then forgetting to return it at the end of the day. — Ragnar Bertelsen, Ragnar Jewellers, Vancouver, BC

You’re invited! Own a jewelry store in the U.S. or Canada? Join the Brain Squad and get a free T-shirt. Email: [email protected]


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After 42 Years in Business, They Chose Wilkerson to Close Up Shop

After 42 years, it was time for Gina McHugh to hang up her bench tools and plan on doing something completely different. She and her husband, Mick, had a beautiful Binghamton, NY store — The Goldsmith — but in late 2019, the time felt right for retirement. They called Wilkerson. “They’d always been a part of our bridal jewelry selection,” says Gina, “and I felt really good about their quality and service. So, when we were looking for someone to work with us, Wilkerson was a natural.” With the kind of service and support Wilkerson is known for, Gina says their sales consultants made their retirement sale, “successful and quite easy.”

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