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Zen Jeweler: Fair Prices Aren’t Enough




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 Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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