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EMPLOYEES NEED SOMETHING to shoot for — a guideline to let them know whether they’re succeeding. In a jewelry store, that’s often a sales goal.

Gene the Jeweler, the fictional character created by marketing specialist Jimmy DeGroot, lets his staff members set such goals themselves. Which is to say, there are no sales goals.

“That’s sort of the beauty of how I run this business,” Gene says in the video below. “Everyone has the freedom to go and be the best ‘them’ they can be.”

They’re basically free-range employees. Gene doesn’t want to impose his own definition of success on anyone else.

If the business adage “what you measure is what you get” is true, you have to wonder what’s in store for Gene’s business.

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Gene the Jeweler’s ‘Free Range’ Employees Set Their Own Sales Goals

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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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