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David Squires

Fom The Executive Editor



Like exercise, promotions is something that’s very hard to do at first. 
You’ll gasp. You’ll struggle. You’ll wonder if you’re doing it right. And you’ll think about giving up. Don’t. Because it’s worth the effort. In fact, creative and aggressive promotions will likely mean the difference between a business that dies (or, worse, lingers on forever, leaving you struggling just above the poverty line) or a business that thrives, expands its floor space, opens new locations. And if you keep doing it, and find yourself getting better at it, you’ll find that you like yourself ? and your store ? that much more.  
When you started in this business, you didn’t say ?Hey, let me just open up this store and see how it goes for a few months.? No, you made a commitment. It’s the same thing with advertising and promotions. If you believe that advertising will bring more traffic to your store, that every exposure of your store’s name increases your strength, and that calling your customers and reaching them more frequently by direct mail will help you sell more, then promotions is something that you will make a genuine commitment to. 
In our second annual promotions issue,we’ll provide you with as many secrets to help you market your store as we can pack in. And the rest, my friends, we will leave up to you.  
Wishing you the very best business … 
David Squires  
Executive Editor and Associate Publisher  
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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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