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Editor’s Note: Trace Shelton’s Nothing Short of Super

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Retail champions prove that with great power comes great jewelry

BY TRACE SHELTON

When I was a kid, I fell in love with superheroes. Spider-Man, Iron Man, Green Lantern, The Flash. No problem was too big for them. And they didn’t just use their super powers; they had to use their wits as well. They were smart, they were brightly-colored, and they weren’t afraid of anything.

Today, I still love superheroes (just ask my wife about my collection of super-themed T-shirts), but I have a new group of heroes to admire: Jewelers. Who else can accessorize a particular outfit, face shape or complexion with the perfect piece? Who else can explain the mysteries of diamonds, gemstones and watches? More important, who else can help me get out of the doghouse?

So when our crack team of super editors suggested we do a story on “jewelry super powers” for this issue, I jumped at the chance to write it. After all, when else will I be able to write phrases like “mere mortal,” “evil’s greatest weapon,” and “Flash CAD Man to the rescue”?

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As I dove into my research for the story, what I found was that you, our readers, are even more sensationally-powered than I realized. From on-call jewelry delivery, to unfathomable jewelry-making skills, to virtual mind-reading of your clients, you make jewelry retailing look way easier than it is.

I believe you’ll see a little bit of yourself in each of our 12 featured “jewelry superheroes.” I hope you enjoy it. And now I leave you to continue your fight for truth, justice, and beautiful jewelry for all!

Wishing you the very best business,

This article originally appeared in the December 2014 edition of INSTORE.

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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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Editor's Note

Editor’s Note: Trace Shelton’s Nothing Short of Super

Published

on

Retail champions prove that with great power comes great jewelry

BY TRACE SHELTON

When I was a kid, I fell in love with superheroes. Spider-Man, Iron Man, Green Lantern, The Flash. No problem was too big for them. And they didn’t just use their super powers; they had to use their wits as well. They were smart, they were brightly-colored, and they weren’t afraid of anything.

Today, I still love superheroes (just ask my wife about my collection of super-themed T-shirts), but I have a new group of heroes to admire: Jewelers. Who else can accessorize a particular outfit, face shape or complexion with the perfect piece? Who else can explain the mysteries of diamonds, gemstones and watches? More important, who else can help me get out of the doghouse?

Advertisement

So when our crack team of super editors suggested we do a story on “jewelry super powers” for this issue, I jumped at the chance to write it. After all, when else will I be able to write phrases like “mere mortal,” “evil’s greatest weapon,” and “Flash CAD Man to the rescue”?

As I dove into my research for the story, what I found was that you, our readers, are even more sensationally-powered than I realized. From on-call jewelry delivery, to unfathomable jewelry-making skills, to virtual mind-reading of your clients, you make jewelry retailing look way easier than it is.

I believe you’ll see a little bit of yourself in each of our 12 featured “jewelry superheroes.” I hope you enjoy it. And now I leave you to continue your fight for truth, justice, and beautiful jewelry for all!

Wishing you the very best business,

This article originally appeared in the December 2014 edition of INSTORE.

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.”

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