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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!

Published

12 years ago

December 7, 2010

INSTORE Staff Instore December 2010 Issue

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

ERRATA:

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; www.pearls.com, (800) 556-7738

Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”