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Gentle Robbery Story Was a Help to Jewelers … and More Reader Letters for June

If just one robbery victim makes the decision to find normal again, the story did its job.

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Helping To Heal

A hearty thank you to Eileen McClelland for her gentle unearthing of difficult moments in her article, “Robbery And Recovery” (INSTORE, May). It makes me proud to know others will identify with those of us who were willing to share our stories and to choose to seek professional help and heal. If just one robbery victim makes the decision to find normal again, then the team at INSTORE went beyond just being a magazine and has become an agent of change. — Denise Oros, Linnea Jewelers, La Grange, IL

What to Do with Millennials?

Boy, there is quite a discussion going on in the industry as to the demise of millennials as a customer group. The only opportunity that I can think of which might resonate with this group is synthetic diamonds. Another opportunity in bridal would be the new couples in the LBGT community. That group might be more welcoming to our product than the millennial crowd. — Alex Weil, Martin’s Jewelry, Manhattan Beach, CA

Why anyone still thinks they can sell to a millennial client is beyond my understanding. That isn’t how it works anymore. The moment you cross the line from expert to information parrot — or worse, to condescending old salesperson — you lose. — Deric Metzger, DeMer Jewelry, Carlsbad, CA

Love your daily tips — a lot — but could not disagree more with the “Play recognizable music” (i.e. Phil Collins over Bjork) suggestion (April 24 WorkSmart Tip). Tired, old music makes your store seem just that — tired and old. Fresh and interesting music contributes to a vibrant environment and often sparks conversation with customers. “What’s this you’re playing? I really like it!” So many retailers are concerned about attracting “millennials.” Well, playing Phil Collins (without hipster irony) is not the answer! — Marthe Le Van, Mora, Asheville, NC

I wish crummy, garish costume jewelry would disappear. I am all for trendy stuff and good design, but I am not sure many, especially the young, grasp the difference. It goes along with so much that is throwaway today — a cheap statement piece to go with a cheap wear-once outfit. The problem, for us, is it still cuts into disposable income. — Tory Michel, Tory’s Jewelry, Marblehead, MA

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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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