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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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Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

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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

Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

Promoted Headlines

Most Popular