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David Squires

Editor’s Note: Serving Tales of Jewelers Biggest Sales

Jewelers’ big-sale tales make a tasty summer meal

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THIS MONTH, as we enter summer’s hot, lazy heart, you probably could use a little something to invigorate you.

INSTORE’s solution? This month’s special lead story, “Whoppers,” packed with tales of your fellow jewelers’ biggest sales. One thing about those whopper sales: They’re almost as fun to read about as they are to make. (Almost.) And they make you realize what a magical business we work in.

There are two themes that run through these stories: One, be persistent, because sometimes those big sales only come after a long, hard fight. And two, enjoy those serendipitous whopper deals when they come. Some of the transactions took less than five minutes to make. Others required months or even years.

You’ll read about sales made in bathrooms and sales made from hospital beds. You’ll experience sales made to customers in muddy boots with stinky feet and sales made to trophy wives with their very own “handlers.”

You’ll experience delicate negotiations and sales made, unmade, and then made again. You’ll even be there for a surrealistic limo ride where a jeweler starts to believe that his refusal to share an offered marijuana cigarette might jinx his deal.

You’ll learn about some jewelers who are the soul of discretion. And meet others who seem to revel in pushing their customers’ buttons: “If you really love your wife, you’ll buy her this” or “Would you rather buy her the ring and see her smile now, or have me see her smile after you’re dead?”

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Enjoy the magazine. Hopefully from the beach nearest you.

Wishing you the very best business,

David Squires

David Squires is the Group Editorial Director of SmartWork Media. He believes that the first role of business media is to inspire readers.

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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.”

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