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Funny Thing…

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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!

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Wishing you the very best business …
David Squires 
Executive Editor and Associate Publisher 
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SPONSORED VIDEO

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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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! 

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

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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