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Zen Jeweler: Fair Prices Aren’t Enough

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WE’VE ALL BEEN saying our business is under attack from other sources of jewelry ? big-box outlets, wholesale vendors who open retail stores and the Internet. We’ve also been saying that consumers today have more choices of luxury items than ever. Choices like vacations, cars and electronics. So, how do we account for the fact that last year a record number of home-theater systems were sold, and close to a record number of dollars were taken in at movie box offices? I’m not saying movie-going wasn’t affected. It’s just that these two competitors seem to have entertained their guests so well that neither is losing out. The Internet is not to blame if your store is missing customers. It just means that your current customers need a higher entertainment factor. Look around. Where are you having more fun spending your money? At the New York show? Or the Vegas show? It’s not enough to be a professional with fair prices anymore. Your store needs a personality.

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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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Zen Jeweler: Fair Prices Aren’t Enough

mm

Published

on

WE’VE ALL BEEN saying our business is under attack from other sources of jewelry ? big-box outlets, wholesale vendors who open retail stores and the Internet. We’ve also been saying that consumers today have more choices of luxury items than ever. Choices like vacations, cars and electronics. So, how do we account for the fact that last year a record number of home-theater systems were sold, and close to a record number of dollars were taken in at movie box offices? I’m not saying movie-going wasn’t affected. It’s just that these two competitors seem to have entertained their guests so well that neither is losing out. The Internet is not to blame if your store is missing customers. It just means that your current customers need a higher entertainment factor. Look around. Where are you having more fun spending your money? At the New York show? Or the Vegas show? It’s not enough to be a professional with fair prices anymore. Your store needs a personality.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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