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INSTORE’s 110% Advantage … and More of Your Letters for December

We make it easy to gain sales and repeat customers? Thanks for saying so!




110 Percent

Over the years that I have been receiving and reading INSTORE, I have gained 110 percent more knowledge about the industry because you make it plain and simple to follow the business guidelines and advice to gain sales and repeat customers that are true lifelong customers! — Pamela Hecht; Pamations, Calumet, MI


Poor Judgment

n your October issue I was enjoying the results of The Big Survey until a question on underrated things about being a jeweler. One of the reasons you list is “Looking down ladies’ tops as they lean over the counter.” Are you serious? I cannot believe you printed this. Jewelers are supposed to be professional, courteous and caring of our customer, not sexually harass them by trying to look down their tops. This is a very poor representation of what I thought your magazine wanted to stand for. — Phyllis Wenthe, via e-mail

End of the Rainbow

I put a rainbow sticker in my store window, which means we welcome gays. A customer picking up a battery for his watch, asked, very gruff and businesslike, “Who is responsible for the rainbow flag in window?” A bit hesitant, I said, “I am.” Well he said, “I just want to thank you. This will be the only store my partner and I will come to.” He is a recent transplant from a larger city. What a great compliment! — Beth Guntzviller; Miners North Jewelers, Traverse City, MI

3-D Logos

I was glad to see the column on how important the logo is as part of a jeweler’s brand image (What’s in a Logo? September 2010). However, one thing was forgotten: Print advertising is not the only medium that the logo will be used for. Too many logos are designed without the third dimension being considered.
Storefront and interior signage are important in emphasizing the brand image. Let’s think about everywhere the logo is used so there really is continuity. — Ruth Mellergaard; Grid/3 International, New York, NY


The column Death by Discount on page 95 of our October issue should have included Darla Alvarez as co-contributor with Charles Neugebauer.
Alvarez is a goldsmith at The Gilded Artisan in Colorado Springs, CO. A credit for the Imperial earrings on page 44 in our October issue should have read: 10-11mm
Tahitian cultured pearl earrings in 14K white gold with diamond accents. MSRP $1,825;, (800) 556-7738

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



Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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