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
97 Years of Family History, One Right Decision: How Malloves Jewelers Found the Right Partner to Close with Grace
Marc Levin’s grandfather Max founded Malloves Jewelers in Middletown, CT, in 1928. Nearly a century later, Marc — the third-generation owner — knew it was time to retire. He’d watched friends and fellow jewelers navigate store closings with Wilkerson’s help, and their recommendations were hard to ignore. Once he connected with the Wilkerson team, the decision was clear. “They made me feel like family,” he says. Wilkerson’s team handled every detail day by day, kept Marc informed every step of the way and delivered results that met and exceeded his financial goals. Watch Marc share the story of Malloves Jewelers’ final chapter — and why he slept soundly through all of it.
