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Inbox: January 2016

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INSTORE IN ACTION: Andrea and Travis Piper on the beach in New Smyrna, FL, catch up with their INSTORE reading. Have a pic of yourself reading INSTORE or wearing a Brain Squad or Jewelry Geek T-shirt? Send it to us at [email protected].

Let’s hear it for the men

We adored your section on “Just for Men” (New Arrivals, December 2015). It seems there is not enough emphasis on men’s jewelry anywhere so it was refreshing to see a few fun options for the fashion-driven male. — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX

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This article originally appeared in the January 2016 edition of INSTORE.


In Praise of Moissanite

A recent letter to INSTORE read, “If you sell moissanite then take the word ‘fine’ out of your business.” I totally disagree. Offering a moissanite is a creative solution to a funds shortage. It is better to give customers the look they want within their budget while letting them know they can replace it later with a genuine diamond. Respecting their budget and making their dreams come true builds loyalty that one day will result in wedding band sales, anniversary gifts and that big diamond sale. That is pretty fine in my book. — Elysia Demers, Barnhardt Jewelers, Spencer, NC


Done with Diamonds

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I’m sick to death of customers being able to find diamonds online for the same prices my suppliers sell them to me, on their phones, in real time, right across the design table from me. I’m also sick to death of getting calls daily from diamond suppliers selling me on why I need to buy for stock, and then pricing to me at retail. I’m so done with diamonds. — David Phelps, Precision Platinum, Durham, NC


Tough Nut to Crack

The jewelry industry is suffering. Are we dinosaurs or is this just a phase? Jewelry doesn’t excite like it used to. Jewelry, especially diamonds, has become a commodity. Online has ripped into retail like nothing in the past. Not only are today’s youth getting their diamonds online, they get their girlfriends there as well. It’s a tough nut to crack.
— Jeff Bong, Bong’s Jewelers, Corning, NY


Weeding out the Weak?

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I was shocked to see that over 599 stores have closed this year. Either things really are that bad out there, or there are too many players, and this economy is weeding out the tired and the weak. — Marc Majors, Sam L. Majors, Midland, TX


Send your letter to INSTORE’s editors at [email protected].

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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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