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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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Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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