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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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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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