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David Squires

Embrace Weakness



It’s your shortcomings that make you real.



There comes a time in life when it makes more sense to embrace your weaknesses than to hide or correct them. (I’m thinking it happens about the time you turn 40.) You are a certain type of person. And your store is a certain type of store. Ask yourself now — does your store let you be you? If not, it might be time to make some changes — perhaps to your store, or perhaps just to your role within it.  
You might be a person who loves to tell stupid jokes. Certainly a weakness. Instead, turn it into a strength by making a series of commercials where you tell awful knock-knock jokes. Then tell an even dumber one to each person who enters your store. (Before turning them over to a more typical salesperson.) 
You might be a person who tends to be way too technical when explaining gemstones to customers. Weakness, right? Instead, make it a strength by promoting yourself as your town’s “ultimate gemstone nerd” and building a by-appointment business for customers who want to know everything about the purchase they are considering. 
You might be a person who loves hideous fashion jewelry from the ’70s. Most people not named Florence Henderson would consider that a weakness. Flip it by creating a little museum of the era in a corner of your store — fill it with Partridge Family lunchboxes, print dresses in Day-Glo colors, corduroy bell-bottoms, and your jewelry collection. 
It’s all about authenticity. Embrace your weaknesses. For it is your weaknesses that make you real.  
Wishing you the very best business … 
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Downsizing? Wilkerson Is Here to Help

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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