Gene the Jeweler

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

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Published

6 years ago

December 2, 2018

Jimmy DeGroot

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.

Watch the video:

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

Jimmy DeGroot

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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After almost 60 years in business, Breakiron Jewelers in Erie, Pennsylvania, was closing its doors. And the store’s owner, Linda Breakiron, was ready for it. She had run the store as its sole owner since the beginning of the millennium and was looking forward to a change. Of course, she called Wilkerson. Breakiron talked to other jewelers who had used Wilkerson and was satisfied with their response. “They always had positive feedback,” she recalls. With the sales, marketing and even additional inventory that Wilkerson provided, Breakiron insists she could never have accomplished her going-out-of-business sale without Wilkerson’s help. She’s now ready for the journey ahead, but looking back, she’d be sure to recommend Wilkerson. “They just made the whole process very seamless.”