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Do You Or Don't You?

Do You Or Don’t You … Give VIP Customers Special Perks?



[componentheading]Yes, I Do[/componentheading]

Using the Edge software, we are able to pick out customers that have purchased a certain item or category. We then set up an evening or weekend with specials and value pricing geared to their interests. — Scott Kelly; Jems Jewels & Gold, North Wales, PA

We send a newsletter four times a year to 600 of our best customers with special deals and to alert them of the upcoming trends. — Rosanne Kroen; Rosanne’s Diamonds & Gold, South Bend, IN

We send gift certificates for dinner for two, or a family portrait certificate to a photographer in town. This keeps them loyal to us. So, if we call or e-mail about a special piece of jewelry we think they would like, they are receptive and come in to take a look. — David Stone; Nancy and David Fine Jewels, Milburn, NJ

We are more likely to take them to our consultation room where we will sit down with them, and take much longer to take care of them. (Hint: the table in that room is a glass-topped cabinet showing beautiful gems — many sales have resulted!) — Eve Alfillé; Eve J Alfillé Gallery & Studio, Evanston, IL

We sent gold mistletoe to the top spenders. — Steve McNeil; Diamond Designs, Marion, IL


House calls at any time of the day. I even have house keys and alarm codes for some customers who have vacation homes here, and I will go in and turn on the air or heat and lights for them if they are coming in to town. — Ben Brantley; Ben Brantley & Co., Shelbyville, TN

At Valentine’s we sent them candy hearts and a gift certificate. — W.J. Smith III; Smith Jewelers, Franklin, VA

We place personal phone calls to our top clients and e-mails that simply ask how they are and don’t mention a word about jewelry. Sometimes we just want to be a friend to our top clients. — Tom Duma; Thom Duma Fine Jewelers, Warren, OH

We have a special open house for VIP customers that is by invitation only. We also schedule individual showings for VIPs at their convenience — even if after closing time. — Gary Richmond; Van Horne & Co., Granger, IN

[componentheading]No, I Don’t[/componentheading]

I consider everyone who comes through my door to be the most important customer I have, because at that very moment, they are. You can never tell who will be the next big spender. — David Phelps; Precision Platinum, Durham, NC


We only sell bridal and engagement jewelry and, try as we do, we’re not very good at judging divorce timing issues. — Chuck Kuba; Iowa Diamond, Des Moines, IA

We don’t. But it is a fault of ours. Something we should and will be doing. — Alex Weil; Martin’s Jewelry, Manhattan Beach, CA

We would love to, but can’t seem to find a consistent, efficient way to do so. — Melissa Kelley; J.F. Kruse Jewelers, St. Cloud, MN

We are working on a Facebook page right now and developing an e-mail list. — Al Bitman; Park Jewelers, Tampa, FL

[span class=note]This story is from the May 2010 edition of INSTORE[/span]



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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