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Here’s What Our Readers Would Wish For If They Had One Wish

From marketing know-how to employee assistance to remote work, our Brain Squad has wants and needs.





If a genie granted you one wish, what would you change about your business?

  • Give me an endless supply of gold at $350 an ounce. — William N., Menomonee Falls, WI
  • I would update the physical appearance of the store. Some time ago, I got a lecture on how we could update the physical appearance for $10,000. The actual bill came to $50,000. — Alexander R., Brockton, MA
  • A perfect and brilliant use of all social media platforms. — James G., Memphis, TN
  • An exit plan. — Donnie B., Gainesville, FL
  • That rude people would go to our competitor. — Sue P., Excanaba, MI
  • Availability of qualified trained help. — Jeff S., Mason City, IA
  • Affordable housing for my employees … and customers! — Steven W., Chatham, MA
  • That is hard to say because I LOVE what we have and how we are doing it. Improvements needed? Yes. But that is never ending. Currently the big things the genie could help me with are delegation, clienteling and a digital strategy. — Doug M., Marietta, GA
  • To have more help behind the scenes so I can be out front. — Karen H., Batavia, IL
  • More space, more talent, more time! Oops that’s three, but I need all three for it to work. — Amber G., Katy, TX
  • Have someone else to handle all the HR headaches (including finding and training new employees and keeping them all happy). — Jennifer J., Bozeman, MT
  • Unlimited money to invest in marketing! It’s the hardest check to write. — Lucy C., Overland Park, KS
  • If the genie would grant me one person to come in and give me a fair value for my store, I would retire to Costa Rica. — Patty W., Sugar Land, TX
  • I would ask the genie to turn back the hands of time back to the mid ‘70s. (We had it so good and didn’t even know it!) — J. Dennis P., Johnstown, PA
  • We’re experiencing some growing pains. Adding new employees means tons of training. I would go back and document all of our processes to compile into a thorough training manual. It’s a massive project. — Joe K., Milford, OH
  • Everything would be automated and all inventory would be online as well as in store. — Theresa P., Edgewater, CO
  • Easy move to a standalone location. — Amanda L., Steinbach, MB
  • I’d have an amazingly talented in-house bench jeweler. — Traci H., Harrisonburg, VA
  • I wish every employee had ownership mentality. — Stephenie B., Fountain Hills, AZ
  • I would have an assistant that I could throw 70 percent of the things on my desk at and never worry about them again … — Melissa Q., Chicago, IL
  • I’d be able to work remotely … I’d be toes in the sand on the Amalfi Coast! — Erika G., Kearney, NE
  • The industry? Don’t get me started. Our own business? I would replace the stupid, rickety, ridiculous TV trays that we use as tables in the work area of the store. That’s really all I want. Real tables instead of TV trays. Is that so much to ask, Genie? — Gretchen S., Sherman Oaks, CA
  • A new 15,000 square-foot freestanding building with an incredible buildout interior worthy of a Cool Store debt free! — Tom D., Warren, OH
  • People to stop coming to the door before we are open. Drives me cray-cray … — Cliff Y., Lowell, MI

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

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



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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