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‘Whoppers’ Was the Perfect Meal for One INSTORE Reader

Article proves that “this industry ain’t for sissies!”




Big Sales, Fun Tales

“Whoppers” (July INSTORE) was quite possibly one of the funniest reads of this year. It’s always fascinating to read the stories of other jewelers. This industry ain’t for sissies! — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX

Keeping It Real

I love the answers to the Real Deal situations! I have learned more about contentious performance issues, business ethics and personnel interactions that could impact my bottom line from the Real Deal articles than any book. Thanks to every contributing opinionated reader and to Kate Peterson for helping define good business practices! — Denise Oros, Linnea Jewelers, La Grange, IL

The M Word

The Internet and our young customers are trying to eliminate retail store front jewelers. — John E. Thompson, Shabree Jewelers, Sheboygan, WI

Enough Social Media, Already

We feel like the industry and shows are pushing social media and online marketing more than is helpful to the smaller, customer-service-oriented jewelry store. Individual craftsmen and independent jewelers are getting de-emphasized. I believe if we want to continue in this competitive market and economy, we need to go back to good customer service and original designs. — Carol Drake, Touch of Silver Gold & Old, Nashville, IN

Burying the Ill Will

The competitive nature of our industry is probably hurting us. It’s hard to get together and work things out when you have jealousy, elitism and bad-mouthing going on for so many years. And it’s made even worse when the only way to get out of a mess is to work together when there are hard feelings left. — Alex Weil, Martin’s Jewelry, Manhattan Beach, CA

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



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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