Connect with us

Funny Thing…

Published

on

Who says jewelers are stuffy and intimidating?

DOES HUMOR HAVE A PLACE in jewelry sales?  

If you’ve read our magazine frequently ? or even infrequently ? over the past five years, you’ll have a pretty good idea what our answer to that question is. And that’s: You bet your bippy!

While the jewelry business has a reputation for being serious, stuffy, and oh-so-intimidating, we know differently. We know that if you can make a customer laugh, it’s probably the easiest way around to get their attention in a positive way. (In fact, it’s the same approach we take with this magazine.)  

Our readers clearly agree. Because when we put the question to our ?Brain Squad? in this month’s lead story, ?Funny Business?, the result was a bit surprising. Out of 269 respondents, the number who felt that ?humor has no place? in jewelry sales was a grand total of … drum roll, please … zero. Take that, widespread public perception! 

Anyway, operating under the theory that a funnier store is a happier, better-selling store, this month’s lead offers you numerous tips, ideas and pointers (and even a few warnings) on how to up your own humor IQ. Inside, you’ll also find case studies of some of America’s funniest jewelers ? like Geoffrey’s Diamonds in Santa Clara, CA. Not only do we want to shop there, we want to work there. (If this jewelry magazine-editing gig doesn’t work out, Geoffrey, give me a call …) And we’re also dying to find the journalistic equivalent of the guys at Northeastern Fine Jewelry sending a clueless relative to the deli across the street for a bucket of steam to fill the store’s steam cleaner. Hilarious!

Advertisement

Wishing you the very best business …
David Squires 
Executive Editor and Associate Publisher 
Click here

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular

David Squires

Funny Thing…

Published

on

Who says jewelers are stuffy and intimidating?

DOES HUMOR HAVE A PLACE in jewelry sales?  

If you’ve read our magazine frequently ? or even infrequently ? over the past five years, you’ll have a pretty good idea what our answer to that question is. And that’s: You bet your bippy!

While the jewelry business has a reputation for being serious, stuffy, and oh-so-intimidating, we know differently. We know that if you can make a customer laugh, it’s probably the easiest way around to get their attention in a positive way. (In fact, it’s the same approach we take with this magazine.)  

Our readers clearly agree. Because when we put the question to our ?Brain Squad? in this month’s lead story, ?Funny Business?, the result was a bit surprising. Out of 269 respondents, the number who felt that ?humor has no place? in jewelry sales was a grand total of … drum roll, please … zero. Take that, widespread public perception! 

Advertisement

Anyway, operating under the theory that a funnier store is a happier, better-selling store, this month’s lead offers you numerous tips, ideas and pointers (and even a few warnings) on how to up your own humor IQ. Inside, you’ll also find case studies of some of America’s funniest jewelers ? like Geoffrey’s Diamonds in Santa Clara, CA. Not only do we want to shop there, we want to work there. (If this jewelry magazine-editing gig doesn’t work out, Geoffrey, give me a call …) And we’re also dying to find the journalistic equivalent of the guys at Northeastern Fine Jewelry sending a clueless relative to the deli across the street for a bucket of steam to fill the store’s steam cleaner. Hilarious!

Wishing you the very best business …
David Squires 
Executive Editor and Associate Publisher 
Click here

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

Promoted Headlines

Most Popular