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It’s All True

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Introducing ‘the little feature that could’

IT’S ALWAYS A PROUD MOMENT for us when one of the many small features we publish each month inINSTORE blows up and gets its moment in the sun. 

This month, it’s “True Tales'” turn. It’s a little column we launched in July 2003, which has quickly become a favorite of readers – at least judging by the letters we receive and the amount of submissions we get each month from jewelers with stories to tell. Over time, the number of the submissions built up – as did the length of the stories we were receiving. And since, this was what we call a “mini-department”, there were often stories that were too long – and in some cases, way way too long – to publish.  

Eventually, it became apparent that the only way those stories were ever going to see the light of day was for us to do an expanded “True Tales” lead. The more we thought about it, the better the idea seemed. 

A lead that’s pure story – what a concept! 

Anyway, we hope you enjoy this special feature. It’s a great chance to laugh a little at our customers, laugh a little more at ourselves, and laugh the most at this strange and wonderful business we all find ourselves working in.  

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And heck, you might even end up learning a little. At the very least, you’ll learn that whenever you think it’s impossible to be surprised, you will be.  

By the way, now that we’ve cleared away some of our backlog of “True Tales”, you’re invited to send your own submissions to our editors at Click here.  

We’ll await the weirdness! 

Wishing you the very best business …

Dvid Squires 
Executive Editor and Associate Publisher 
(Click here

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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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David Squires

It’s All True

Published

on

Introducing ‘the little feature that could’

IT’S ALWAYS A PROUD MOMENT for us when one of the many small features we publish each month inINSTORE blows up and gets its moment in the sun. 

This month, it’s “True Tales'” turn. It’s a little column we launched in July 2003, which has quickly become a favorite of readers – at least judging by the letters we receive and the amount of submissions we get each month from jewelers with stories to tell. Over time, the number of the submissions built up – as did the length of the stories we were receiving. And since, this was what we call a “mini-department”, there were often stories that were too long – and in some cases, way way too long – to publish.  

Eventually, it became apparent that the only way those stories were ever going to see the light of day was for us to do an expanded “True Tales” lead. The more we thought about it, the better the idea seemed. 

A lead that’s pure story – what a concept! 

Advertisement

Anyway, we hope you enjoy this special feature. It’s a great chance to laugh a little at our customers, laugh a little more at ourselves, and laugh the most at this strange and wonderful business we all find ourselves working in.  

And heck, you might even end up learning a little. At the very least, you’ll learn that whenever you think it’s impossible to be surprised, you will be.  

By the way, now that we’ve cleared away some of our backlog of “True Tales”, you’re invited to send your own submissions to our editors at Click here.  

We’ll await the weirdness! 

Wishing you the very best business …

Dvid Squires 
Executive Editor and Associate Publisher 
(Click here

Advertisement

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