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LIKE MANY JEWELERS, Gene the Jeweler does custom work.

If you can call it that.

In this episode, the fictional Gene takes on a tour of his shop.

And while he professes to create custom jewelry, he lacks the technology that you might expect to see in a store that does such work.

You have to wonder: What exactly is Gene’s definition of “custom”?

Watch the video:

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Gene Creates Lots of ‘Custom’ Jewelry … But Does He Really?

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. Sign up for training videos here.

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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