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Numbers Article Made Everything Clear …. and More April Reader Letters

Even if you feel like you’re living a dream, an occasional glimpse of reality can help.

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That’s Our Number

Last month’s lead article (Numerology, INSTORE, March 2015) was great! It put into perspective our numbers and allowed us to make comparisons with industry trends. While we feel like we are living a dream every day with how great business is, it’s refreshing to know our business really is doing amazingly well! — Jennifer Farnes, Revolution Jewelry Works, Colorado Springs, CO

Farewell to a Category

After selling class rings for over 45 years (upwards of 200 per year), last year we sold six. Walmart sells the same ring from the same parent company for less than half the price. Now we have the display in the drawer. Sad. — Mark Robinette, Robinette Jewelers, Seneca Falls, NY

Beware of Berkshire’s Growing Power

Berkshire Hathaway (aka Warren Buffett’s group) now owns a controlling interest or just outright owns more jewelry-related businesses than many people would believe (more than 20 by my count and everything from retailers to manufacturers to findings suppliers). Some of these companies have changed the way we do business, and the way we are able to buy product. And the way they do business (limiting product availability, aggressive pricing, etc) is not friendly to mom-and-pop stores. Further, Berkshire Hathaway has become a very prominent player in the “diamond world” with people related to the company taking up positions on industry boards and institutions. I think the jewelry industry needs help. — John Anthony, Jr., John Anthony Jewelers, Bala-Cynwyd, PA

A Good Read

I enjoyed the commentary, Semi-precious — Says Who? (The Business, February 2015) — we welcome that new approach here at our store! — Scott Kelly, Jems Jewels & Gold, North Wales, PA

Cover Shots

Some of your cover photos look overworked. More “natural looking” models are hot right now. — Paolo Salamone, paolo, A Modern Jeweler, Cincinnati, OH

I think your Brain Squad members should be featured on the covers! — MJ Chanski, Hannoush Jewelers, Rutland, VT

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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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