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Jeweler Makes Thoroughly Convincing Case for Brick-and-Mortar Retail

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It’s the small businesses that make a community.

[Editor’s note: This letter is a submission from Marc Majors of Sam L. Majors in Midland, TX.]

For years now we’ve been hearing about the rise of online shopping with consumerism turning toward the internet and how it’s going to negatively affect brick-and-mortar retailers. I honestly took little warning and didn’t put a whole lot of thought into it until 2017.

I’ve watched the trend get worse and worse but now it’s a two-headed monster and I have no idea how to slay it. With tremendous discounts and deals given and the promise to deliver in two days, it seems like this has appealed to people more than running down to your local retailer and buying what you need. Do people really think it’s more convenient to have something delivered to your doorstep than driving down the street? Have people been consumed with shopping for a price instead of a piece? Would you rather put something in your “shopping cart,” type in your credit card info and shipping address and hit “confirm”? Where is the pride in that?

There is none.

Look, I get it, some things you just can’t get locally, especially in smaller towns. I’m understanding of that. But if there is a nice store in your community that provides good products and services then why wouldn’t you buy locally?

Obviously, I’m a big fan of buying locally because I’m in retail, too, but what people don’t realize is that it’s the small businesses that build and make a community. And when you take your money elsewhere, like the internet, you are doing a disservice to your local community. You’re giving your business to an online retailer who could care less about who you are, what you’re about and your family. They don’t care if you come back or not. They have your money and they are done with you until you make another purchase from them.

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As a local retailer, I see you at restaurants, church and the grocery store. Our kids play together, they go to school together, we coach teams together, etc. Now why wouldn’t you want to support someone you know so well?

Take pride in what your community offers! Take pride in knowing that you’re supporting someone who turns around and supports the community. Take pride in knowing you bought a quality product from a local merchant who can answer any questions and take care of any customer service issues immediately.

Isn’t it more exciting to go shopping, talk directly to a human being, pick out exactly what you want, try it on if needed and walk out with your new purchase? Sure it is!


This piece is an INSTORE Online extra.

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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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