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Dave Richardson

Is Your Staff’s Appearance Turning Away Clients?

Try this exercise to improve your staff’s self-presentation.

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Is Your Staff’s Appearance Turning Away Clients?

Tip It’s Not Just the Jewelry, It’s Your Appearance

WHY IT IS TRUE: Be aware of your hands, nails, perfume/cologne, bad breath, wrinkled clothes, too much of your own jewelry, threadbare cuffs, scuffed shoes, etc. All can detract from the jewelry.

PLAN OF ACTION:  Using a flipchart, ask staff to list specifics that would be detrimental to your store and the image you represent in your market. Contrast these with the elements of a positive appearance. Congratulate them for their willingness to present a professional image that your customers will never forget.

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Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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