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This Is the Biggest Change in How Stores Sell Jewelry

One answer captured nearly 40% of the vote.



FOR BIG SURVEY 2017, we asked this question: “What do you think has been the biggest change in the way jewelry is sold inside a store environment in the past 10 years?”

Nearly 40 percent of readers said that the biggest change in the way jewelry is sold inside a store environment in the past 10 years is the premium that customers place on receiving an “experience.” If you were to look at photos and features from INSTORE’s “America’s Coolest Stores” over the same time frame, you would see that notion

It’s not surprising to see an increase in custom demand voted as second-biggest change, followed by an increased use of technology and more informed customers (which seem to go hand-in-hand).

Below are the full results. Look out for all the results of the 2017 Big Survey in the October edition of INSTORE.

Increased importance of creating a customer “experience”




More customization



More informed consumers



Increased use of technology like iPads




Increased price transparency



More self-directed buying (play and try on)



Side-by- side selling




More event-based selling (trunk shows, etc.)






This article originally appeared in the October 2017 edition of INSTORE.



When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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