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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.




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




Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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