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How One Jeweler “Scooted” Into Customers’ Minds

It was a successful homemade Instagram video.

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During ‘lockdown,’ we never had to close our store, but things were pretty quiet out there. So, one day, I rode my electric scooter up to work and my employees filmed me riding it around the parking lot. They added some music and posted it on Instagram, and it definitely got more likes than most of our jewelry pics. I think people liked to see that we’re human and were having fun. — Marc Majors, Sam L. Majors, Midland, TX

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He Doubled His Sales Goals with Wilkerson

John Matthews, owner of John Michael Matthews Fine Jewelry in Vero Beach, Florida, is a planner. As an IJO member jeweler, he knew he needed an exit strategy if he ever wanted to g the kind of retirement he deserved. He asked around and the answers all seemed to point to one solution: Wilkerson. He talked to Rick Hayes, Wilkerson president, and took his time before making a final decision. He’d heard Wilkerson knew their way around a going out of business sale. But, he says, “he didn’t realize how good it was going to be.” Sales goals were “ambitious,” but even Matthews was pleasantly surprised. “It looks like we’re going to double that.”

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