Jewelers and consultants often say you shouldn't keep inventory around longer than a year. If it isn't selling, it's time to clear it out and make space for something else.

But Gene the Jeweler, a fictional character created by marketing specialist Jimmy DeGroot, doesn't see it that way. "The older the better" is his motto.


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If a piece has been around for 12 years, it's 12 times as valuable, in his view.

Gene, as it turns out, has a habit of getting emotionally attached to his products.

Watch the video:

 

JIMMY DEGROOT is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com.

 

 
JEWELER SUCCESS STORIES

“Halfway Through the Sale, We Already Did a Year’s Worth of Volume”

Torin Bales says he was “blown away” by Wilkerson’s results after the company ran his retirement sale. “When you hire a consultant, you have to let them take control,” says the Texas retailer. After all, if you’re like most jewelers, you only retire once. Get the maximum return on your life’s investment. Turn to Wilkerson & Associates and let your new life begin!

 


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