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I’m a Gemstone Whose Value Doesn’t Reflect My Stupendous Attributes and History

At least Peter the Great and the English monarchs thought I was worthy of showing off.

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I’m a Gemstone Whose Value Doesn’t Reflect My Stupendous Attributes and History

WHAT MORE DO they want? I’m hard, beautiful and come in a range of gorgeous colors. I am rare and have history — that’s me, all 170 carats, on the top of the Imperial State Crown of England, and me again in some of Peter the Great’s finest jewels. OK, so it turned out I wasn’t ruby after all, but what’s the deal? Corundum, in my view, is VHS while I’m Betamax. Say “ruby” or “sapphire” and women swoon. Say my name and people think of a synthetic version used for class rings. What gives?

Chris Burslem is Group Managing Editor at SmartWork Media.

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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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