Big Survey

Family Jewelers Report That Customers Often Jump to Conclusions About Who Is Related and How

Awkward situations often ensue.

Published

3 years ago

October 18, 2022

Eileen McClelland

HUNDREDS RESPONDED TO our Big Survey question: “If you work with any family members, please tell us the funniest or strangest thing that’s ever happened, either between you or that you both (or all) experienced?” Jewelers report that they experience every possible form of mistaken identity and misunderstandings about just who is related to whom and how. Here is a sample of those awkward situations and memorable moments:

My dad was swearing like crazy in his office, adjacent to the bridal section. I, with a straight face, apologized to the customer for his Tourette’s syndrome. Boy did I get cussed at for that one!
We have pulled a wrapped Christmas gift (for my sister) from under the tree at home and sold it on Christmas Eve!
I started at the age of 18 and hired my mom as my staff. Try going without Mom’s food when there is a disagreement!
I work with my dad, and he always calls me Troyki on the sales floor. My name is Troy, and I tell him over and over that is not professional. “Let me get Troyki for you!” SMH
Our customers assuming my wife and I were together before we actually were.
The cutest thing recently has been our grandson’s inquiry “What did you sell today?” (He’s 9) That’s one of the first things he asks.
Grandson pushed the panic button instead of the door buzzer and was surprised when the police came.
I was using our large melting torch, and as I turned off the gas, it popped and was very loud. My wife screamed bloody murder.
Many clients think all staff are related to me.
When I call vendors, they think it’s my son; it’s like I don’t even exist.
When we were younger in our business, a woman tried to set my husband up on a date with her granddaughter in front of me. She didn’t realize we were married.
Customers assuming my mother-in-law was my wife or that my wife was my sister. They basically knew it was a family run store and it was funny how they put the relationships together.
My son and I did a 36 hour turn around driving 12 hours to pick up a laser. We didn’t kill each other!
Twin granddaughters confused the buyers.
Everyone thinks I am my father when I answer the phone.
Customers call my sister my mom.
People keep asking me if my dad is here. He is actually my husband and is really only 5 years older than me!
Customers thinking I’m my father’s wife!!! Ugh!
I work with my wife. At the advice of our legal team, I will not be answering this question now or in the future.
People asking me if my wife is still married.

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.