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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.

Watch the video:

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

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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Wilkerson Testimonials | MSG Jewelers

Wilkerson Takes the Worry Out of Closing

MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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