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Inbox: November 2015

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GIFT OF THE HEART

Have I turned into one of “those” consumers? I found myself asking after ordering an electric toothbrush online recently. I decided no, an electric toothbrush is an electric toothbrush. But a diamond, a ruby … that’s different. It requires romance, touching, trying on. We need to keep jewelry a gift of the heart. We can’t compete with mass production, but we can be a friend, a confidant, a supporter of a dream, “their jeweler.” Never lose that. — Amber Gustafson, Amber’s Designs, Katy, TX

This article originally appeared in the November 2015 edition of INSTORE.

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Left on the hook by Liability Shift

To ensure we’re compliant with the new credit card rules, we bought a new PIN pad — one that would let customers slip their cards in themselves. The new PIN pad arrived but the software update was not ready. I called and was told the update from Mastercard/Visa is still not ready. I find it crazy that: a) they have pushed so hard to ensure the U.S. was ready for this change (in payment processing) and now they are not ready; and b) they throw the liability back on us when we are ready and they’re not. — Tom Nelson, Nelson Jewelry, Spencer, IA


Rethinking Service Vs. Price

I read recently the industry has lost a net 400 or more jewelry stores this year. In our local newspaper’s readers poll, Costco was named the third-best jewelry store in our area. What that tells me is the public’s view of what a jewelry store is may not be what we in the industry see. I try to price my comparable items in step with Costco’s prices — items like stud earrings, etc. But the online and big-box stores are still perceived to offer better value. It seems to me that more and more purchasing jewelry is all about price and nothing about service. I read and hear that if the independent jeweler is to remain viable it will be all about service. I’m thinking more and more that may not be the case. Forty-some years ago when I was first in the business an old jeweler asked me the question, “Where do you buy your shoes, from the cobbler or from the shoe store?” His question is making sense more and more. — Murphy McMahon, Murphy McMahon & Co. Fine Jewelers, Kalispell, MT

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

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SPONSORED VIDEO

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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Inbox

Inbox: November 2015

Published

on

GIFT OF THE HEART

Have I turned into one of “those” consumers? I found myself asking after ordering an electric toothbrush online recently. I decided no, an electric toothbrush is an electric toothbrush. But a diamond, a ruby … that’s different. It requires romance, touching, trying on. We need to keep jewelry a gift of the heart. We can’t compete with mass production, but we can be a friend, a confidant, a supporter of a dream, “their jeweler.” Never lose that. — Amber Gustafson, Amber’s Designs, Katy, TX

Advertisement

This article originally appeared in the November 2015 edition of INSTORE.


Left on the hook by Liability Shift

To ensure we’re compliant with the new credit card rules, we bought a new PIN pad — one that would let customers slip their cards in themselves. The new PIN pad arrived but the software update was not ready. I called and was told the update from Mastercard/Visa is still not ready. I find it crazy that: a) they have pushed so hard to ensure the U.S. was ready for this change (in payment processing) and now they are not ready; and b) they throw the liability back on us when we are ready and they’re not. — Tom Nelson, Nelson Jewelry, Spencer, IA


Rethinking Service Vs. Price

Advertisement

I read recently the industry has lost a net 400 or more jewelry stores this year. In our local newspaper’s readers poll, Costco was named the third-best jewelry store in our area. What that tells me is the public’s view of what a jewelry store is may not be what we in the industry see. I try to price my comparable items in step with Costco’s prices — items like stud earrings, etc. But the online and big-box stores are still perceived to offer better value. It seems to me that more and more purchasing jewelry is all about price and nothing about service. I read and hear that if the independent jeweler is to remain viable it will be all about service. I’m thinking more and more that may not be the case. Forty-some years ago when I was first in the business an old jeweler asked me the question, “Where do you buy your shoes, from the cobbler or from the shoe store?” His question is making sense more and more. — Murphy McMahon, Murphy McMahon & Co. Fine Jewelers, Kalispell, MT


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

Advertisement

SPONSORED VIDEO

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.”

Promoted Headlines

Most Popular