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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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Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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