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Jeweler Shutting Down His Store — He Blames a Changing World

The store has been in business for 30 years.

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After three decades in business, Maxwell Jewelers in Winston-Salem, NC, is closing.

Danny Wingo, who owns the store with his wife, Ellen, says changes in the economy and the industry factored in, the Winston-Salem Journal reports. He’s currently holding a going-out-of-business sale.

Business at the store never fully recovered following the Great Recession, Wingo said. Additionally, in his experience, millennials don’t seem to buy jewelry for as many occasions as previous generations did — many of them only buy for the big life events such as engagements.

Online shopping has also had a negative effect on the business, he said.

Wingo will continue to operate Wingo’s Fine Jewelry in nearby Clemmons, the Journal reports.

He plans to “concentrate more on the younger people getting engaged and that aspect of it, and be very competitive as far as that goes.”

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Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

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Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

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