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Don’t Be a Buyer, Be a Curator

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Don’t Be a Buyer, Be a Curator

Great jewelers don’t just buy to fill their display cases. What they really do is curate their display cases.

These jewelers know that what doesn’t get in their cases is even more important than what does get in. So they streamline, tighten, clip and prune. What remains is only the very best – the essential.

In his book, Rework, Jason Fried talks of one of America’s most famous delicatessens – Zingerman’s. Writes Fried: “There’s a reason for every olive oil … Zingerman’s sells: They believe each one is great. Usually, they’ve known the supplier for years. They’ve visited and picked olives with them. That’s why they can vouch for each oil’s authentic, full-bodied flavor.”

Check out Zingerman’s website to see how this great company connects with their products.

Don’t be a buyer. Be a curator.

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A few more articles and resources to inspire you:

  • Garagiste Wine. You have to — repeat, have to — sign up to receive their highly poetic daily bulletins. If you like wine, you’ll love these.
  • The Retail Curators website
  • This April 2012 article from INDESIGN by Josh Wimmer.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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David Squires

Don’t Be a Buyer, Be a Curator

Published

on

Don’t Be a Buyer, Be a Curator

Great jewelers don’t just buy to fill their display cases. What they really do is curate their display cases.

These jewelers know that what doesn’t get in their cases is even more important than what does get in. So they streamline, tighten, clip and prune. What remains is only the very best – the essential.

In his book, Rework, Jason Fried talks of one of America’s most famous delicatessens – Zingerman’s. Writes Fried: “There’s a reason for every olive oil … Zingerman’s sells: They believe each one is great. Usually, they’ve known the supplier for years. They’ve visited and picked olives with them. That’s why they can vouch for each oil’s authentic, full-bodied flavor.”

Check out Zingerman’s website to see how this great company connects with their products.

Advertisement

Don’t be a buyer. Be a curator.

A few more articles and resources to inspire you:

  • Garagiste Wine. You have to — repeat, have to — sign up to receive their highly poetic daily bulletins. If you like wine, you’ll love these.
  • The Retail Curators website
  • This April 2012 article from INDESIGN by Josh Wimmer.

/* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */
var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

/* * * DON’T EDIT BELOW THIS LINE * * */
(function() {
var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
dsq.src = ‘http://’ + disqus_shortname + ‘.disqus.com/embed.js’;
(document.getElementsByTagName(‘head’)[0] || document.getElementsByTagName(‘body’)[0]).appendChild(dsq);
})();

Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular