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Eileen McClelland

Five Awesome Things About the Jewelry Business

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We’ve got a story coming up about what’s “awesome” about being in the retail jewelry business.

Here are five of my favorites, from among 50 you’ll find in print in INSTORE in May, to add a little inspiration to your day. Please feel free to comment — and add what’s on your own list.

Eileen McClelland


Managing
editor at
INSTORE Magazine.

W

e’ve got a story coming up about what’s “awesome” about being in the retail jewelry business.

Here are five of my favorites, from among 50 you’ll find in print in INSTORE in May, to add a little inspiration to your day. Please feel free to comment — and add what’s on your own list.

1. Making an object someone loves that will outlast you. Every piece is like a bit of immortality.

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2. On Christmas morning, hundreds of folks squealing with delight, opening boxes with your name on them.

3. The freedom to be a hopeless romantic.

4. You become a good listener, in and out of your store. You’re really a psychologist without a degree.

5. The privilege of helping people as they celebrate the milestones of their lives.

 

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Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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