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Generation Next

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Tomorrow's jewelers are being formed today

 

LET'S LAUNCH A MISSION for jewelers — we can call it “Operation: Legacy.” The goal of the mission is to inspire children — hopefully our own, but if not, the children of others will certainly do — to eventually join the jewelry industry. Our aim is to attract, by any means necessary, young people who can carry this business into the next generation. To ensure that every town has a few budding rockhounds who will eventually become gemologists, fashion freaks who end up as jewelry style advisers, and metal-shop stars who will find their life's work as designers and bench jewelers.  
 
How can we make it happen? Well, it all starts in your store. The first thing you should do, if you're not doing it already, is to bring your kids into the store more often. If you worry that this will be uncomfortable, inconvenient or even dangerous, then please read this month's lead story, All in the Family, to see what a wonderful, inspiring experience spending time in your store can be for your children. 
 
Put them to work. Have them clean cases, sweep floors, and polish jewelry. But also let them do the good stuff — sort diamonds, and even pick a favorite style or two for your inventory. (Quickie idea: If you have a tween-age/teenage child, give them their own case with products aimed at kids in their age group. They pick what goes in there. It'll be like a course in “Advanced Placement Merchandising.”) 
 
We can't force our kids to be jewelers. All we can do is show them what a rewarding business it can be. Then just cross our fingers! 
 
Wishing you the very best business… 
David Squires 
ASSOCIATE PUBLISHER 
[email protected]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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David Squires

Generation Next

Published

on

Tomorrow's jewelers are being formed today

 

LET'S LAUNCH A MISSION for jewelers — we can call it “Operation: Legacy.” The goal of the mission is to inspire children — hopefully our own, but if not, the children of others will certainly do — to eventually join the jewelry industry. Our aim is to attract, by any means necessary, young people who can carry this business into the next generation. To ensure that every town has a few budding rockhounds who will eventually become gemologists, fashion freaks who end up as jewelry style advisers, and metal-shop stars who will find their life's work as designers and bench jewelers.  
 
How can we make it happen? Well, it all starts in your store. The first thing you should do, if you're not doing it already, is to bring your kids into the store more often. If you worry that this will be uncomfortable, inconvenient or even dangerous, then please read this month's lead story, All in the Family, to see what a wonderful, inspiring experience spending time in your store can be for your children. 
 
Put them to work. Have them clean cases, sweep floors, and polish jewelry. But also let them do the good stuff — sort diamonds, and even pick a favorite style or two for your inventory. (Quickie idea: If you have a tween-age/teenage child, give them their own case with products aimed at kids in their age group. They pick what goes in there. It'll be like a course in “Advanced Placement Merchandising.”) 
 
We can't force our kids to be jewelers. All we can do is show them what a rewarding business it can be. Then just cross our fingers! 
 
Wishing you the very best business… 
David Squires 
ASSOCIATE PUBLISHER 
[email protected]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular