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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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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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