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Do You — or Don’t You: Have You Changed Your Strategy to Deal with Internet Competition?



Do You — or Don’t You: Do you do your own taxes?


Published in the May 2012 issue


Before we take on a new line we do a lot of research to evaluate its presence online and to see if it’s discounted. — Kathy Corey, Day’s Jewelers, Waterville, ME

If a potential client wants our ring with his stone purchased online, we decline the sale. — John Anthony; John Anthony Jewellers, Kitchener, ON


I keep the Blue Nile website bookmarked and show it to customers and explain that I will match prices for like items. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MT We use the example that every diamond is unique, and picking one out on the Internet is like picking out your fiancée using a stack of driver’s licenses. They often get the point. — Chuck Kuba, Iowa Diamond, Des Moines, IA

We compete with Blue Nile by actually showing stones and educating the client. They most often don’t mind paying a little more for the one-on-one sales presentation. — Michael Cook, Walter J. Cook Jeweler, Paoli, PA

It’s caused me to list prices for most everything. — Bill Warren, The Gold Mine, Hudson, NC

If you can’t beat ’em, join ’em. We set up a storefront on Amazon. com in addition to our website and store. The Internet is a great marketing tool, and we are using these sites to promote our hand-fabricated jewelry. — Francis Lynch, The Jeweler Studio, Mount Dora, FL

We emphasize the ability to touch and compare which is not doable on the Internet. — R.G. Carreras, Carreras Ltd., Richmond, VA



We have not changed anything. We do give the best quality with the best service we can. This has worked for over 65 years, and it looks good for the future. — John Anthony Jr., John Anthony Jewelers, Bala-Cynwyd, PA

The industry is split into two groups: 1. the merchants, and 2. the real jewelers who are able to create jewelry in-house. The latter has a good chance of survival. — Klaus Kutter, A Jour Inc., Bristol, RI





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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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