Zen Jeweler: Fair Prices Aren’t Enough

Published

16 years ago

July 2, 2008

INSTORE Staff

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.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”