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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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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.

David Richardson is a certified professional speaker and a consultant to retail jewelers and manufacturers worldwide helping them grow their diamond bridal engagement business.

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Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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