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Editor’s Note: Attention: Truckload of Useful Information Ahead

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[dropcap cap=W]elcome to instore’s “Big Survey,” year four. It’s one of our annual projects that I’m most proud of. And one we couldn’t do without tons of support from those who read and support our mag.[/dropcap]

As usual, there’s a truckload of useful information here. But I want to make clear that, if you’re an established jeweler with a mature business, you should be careful how you use it. For some questions, being in the middle of the pack is a reassuring result. But in many others, you should ask yourself, “Is average really where I want to be?” Because average is the opposite of extraordinary. And customers don’t remember average.

Inside you’ll learn many interesting things about the finances, expenses, inventory and policies of American jewelers. But my personal favorite stuff is when we ask you about your life. A few lifestyle nuggests:

[li] You guys are definitely not fresh-faced babes. In fact, 60 percent of you are 50 or older. Which means that while you may not feel old, you are at least eligible to receive AARP magazine.[/li]

[li] 74 percent of you are at least pretty happy with your professional life (rating it 7 or higher on a 1-10 scale). And 82 percent of you are happy with your life as a whole.[/li]

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[li] Almost half of you (47 percent) see yourself as lovers of jewelry who run stores, while the other half see yourself as businesspeople who sell jewelry. Hmmm

Lots more inside. Enjoy the issue![/li]

Wishing you the very best in business!

[email protected]

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

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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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David Squires

Editor’s Note: Attention: Truckload of Useful Information Ahead

Published

on

 

[dropcap cap=W]elcome to instore’s “Big Survey,” year four. It’s one of our annual projects that I’m most proud of. And one we couldn’t do without tons of support from those who read and support our mag.[/dropcap]

As usual, there’s a truckload of useful information here. But I want to make clear that, if you’re an established jeweler with a mature business, you should be careful how you use it. For some questions, being in the middle of the pack is a reassuring result. But in many others, you should ask yourself, “Is average really where I want to be?” Because average is the opposite of extraordinary. And customers don’t remember average.

Inside you’ll learn many interesting things about the finances, expenses, inventory and policies of American jewelers. But my personal favorite stuff is when we ask you about your life. A few lifestyle nuggests:

[li] You guys are definitely not fresh-faced babes. In fact, 60 percent of you are 50 or older. Which means that while you may not feel old, you are at least eligible to receive AARP magazine.[/li]

Advertisement

[li] 74 percent of you are at least pretty happy with your professional life (rating it 7 or higher on a 1-10 scale). And 82 percent of you are happy with your life as a whole.[/li]

[li] Almost half of you (47 percent) see yourself as lovers of jewelry who run stores, while the other half see yourself as businesspeople who sell jewelry. Hmmm

Lots more inside. Enjoy the issue![/li]

Wishing you the very best in business!

[email protected]

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

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

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