That's Cool

Here’s a Cool Tip: Sell a Product With a Meaningful Local Theme

This Wisconsin store has a popular line of pendants shaped like area lakes.

Published

5 years ago

November 14, 2018

INSTORE Staff Instore November 2018 Issue

Here’s a Cool Tip: Sell a Product With a Meaningful Local Theme

A pendant featuring Lake Poygan from The Goldsmith.

At The Goldsmith in Fond du Lac, WI, owner Ron Emanuel was inspired by his geography to design a lake-pendant keepsake. The store is located on Lake Winnebago, a popular fishing and boating area. Emanuel uses Google Earth to pinpoint the exact location of someone’s special spot on the lake and that’s where he sets a diamond or other gemstone. One customer asked Emanuel to design five pendants, giving them to her children living all over the world. “She thought it would give them the permanence of their home on the lake in a small but concrete way,” says co-owner Terri Emanuel.

The Goldsmith of Fond du Lac, WI, owned by Ron and Terri Emanuel, was featured as one of INSTORE’s America’s Coolest Stores in March 2016. See our full America’s Coolest Store archives at instoremag.com/coolstores.

Related Topics: Featured jewelry stores in Wisconsin

INSTORE Staff

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

click to Comment(Comment)

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”