Inbox: November 2015

Published

9 years ago

October 27, 2015

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.

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

Send your letter to INSTORE’s editors at editor@instoremag.com.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”