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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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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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Jimmy DeGroot

Be Ready for ‘What Do You Have for $100?’ and Other Holiday Questions

As Christmas approaches, the queries you’ll hear from customers are actually pretty predictable, says jewelry store training expert Jimmy DeGroot. Here's how to make sure your team is prepared for the more common ones.

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Gene the Jeweler

Video: Gene the Jeweler Shares His Appalling Views on Customer Service

His ideas aren’t getting him far.

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IN THIS EPISODE of Jimmy DeGroot’s satirical Gene the Jeweler series, Gene explains his views on customer service.

It’s actually kind of appalling.

Gene’s a firm believer in providing the bare minimum.

By the end of the clip, you can see where that attitude is getting him.

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Gene the Jeweler

Gene the Jeweler’s Rule: Never Buy the Same Piece Twice

Hey, everybody needs to have goals.

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WHEN GENE THE JEWELER is choosing merchandise to carry in his store, has a rule: Never buy the same thing twice.

He makes this promise to his customers: “You’re never going to own something that someone else in town already owns. Everything is unique.”

But what if a particular item is selling like crazy?

“Well, we’d never know, because we only sell one of it,” the fictional character, a creation of marketing specialists Jimmy DeGroot, says in the video below.

In Gene’s mind, selling the same thing over and over again could lead to disaster. Perhaps if he were a better businessman, he’d realize that it would, in fact, lead to higher profits.

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Gene the Jeweler

Gene the Jeweler Puts His Own Spin on Sales

His approach sounds truly … unique.

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IN THIS EPISODE OF the satirical Gene the Jeweler series, Gene provides some insight into how he approaches sales.

OK, actually, he looks at a “circle of sales” diagram hanging on the wall and apparently makes everything up on the spot.

Gene’s problem is that he starts at the wrong place on the flowchart.

It’s almost as if Gene, a creation of marketing specialist Jimmy DeGroot, never studied sales methodology at all.

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