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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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When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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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

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

Promoted Headlines

Most Popular