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Learn the Three Words Jewelers Would Tell Their Best Customers

“Please don’t die.”




GOOGLE SOMETIMES understaffs its research teams to see if the forced constraints will drive original thinking. We decided to do the same thing to the Squad to get to their core thoughts on their customers.

Eve Alfille

  • Go on, girl! — Ray Lantz, The Diamond Center, Claremont, CA
  • I’ve got it! — Denise Oros, Linnea Jewelers, La Grange, IL
  • I’ll do it! — Steven Wardle, Forest Beach Design, Chatham, MA 
  • What is next? — Frank Salinardi, Linardi’s Jewelers, Plantation, FL
  • Let’s make it! — Daron Woelk, Woelk’s House of Diamonds, Russell, KS
  • Please keep shopping. — Nathan George, Joshua’s Fine Jewelry, Russellville, AR
  • Thank you, yourock! (That’s three.) — Karen Fitzpatrick, Harris Jewelers, Rio Rancho, NM

  • You inspire me. — Janne Etz, Contemporary Concepts, Cocoa , FL
  • You challenge me. — John DiEnna, JD3 Jewelry, Lansdowne, PA
  • You complete me. — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX
  • Adopt me, please. — Christina Ohara, Blue Mountain Gems, Roanoke, VA 
  • Glad to help. — Tiffany Johnson, Kay Jewelers, Atlantic City, NJ
  • Love your necklace. — Shevvy Baker, SPB Designs, Louisville, KY
  • You really matter. — Morgan Saatchi, SVS Fine Jewelry, Oceanside, NY

  • Wearing it home? — Francis Lynch, The Jeweler Studio, Mount Dora, FL
  • Look — new merchandise! — Judy Stanley, Skippack Jewelers, Harleysville, PA
  • God bless you. — David Kammeraad, Preusser Jewelers, Grand Rapids, MI
  • Tell your friends. — Gregory Fliegauf, Fliegauf Jewelers, Washington, NJ
  • You’re my favorite! — Brian McCall, Midwest Jewelers and Estate Buyers, Zionsville, IN
  • “Come back soon!” Just joking. (Maybe not joking…) Seriously, though, I’d say “I appreciate you.” — Whitney Lang, Burkes Fine Jewelers, Kilmarnock, VA
  • How are things? — David Blitt, Troy Shoppe Jewellers, Calgary, Alberta, Canada
  • I’m happy to. — Jeff Weintrop, The Silver Lady, University City, MO
  • Come more often! — Loann Stokes, Stokes Jewelry, Stillwater, MN
  • Cash or credit? — James Doggett, Doggett Jewelry, Kingston, NH
  • I love you! (We have quite a few “best customers” who are the warm fuzzy types, so they have said the L-word to our team, and we say it right back!) — Jennifer Farnes, Revolution Jewelry Works, Colorado Spring, CO
  • You are wonderful. — Donald Killelea, Killelea Jewelers, Midlothian, IL
  • Yes, we can! — Roger Pauling, Lapidary Arts Custom Jewelry, Plano, TX
  • Please don’t die. — Mark Neumann, Ross Designs, Highland Park, IL

  • Thanks for your trust. (OK, it’s four words but who’s counting?) — Jim Saylor, Jim Saylor Jewelers, Kapaa, HI
  • Thank you, sincerely. —David Swanson, Swanson Jewelers, Arlington, MA
  • Thank you kindly. — Theresa Namie, Stephen Vincent Design, Minneapolis, MN
  • Thanks so much. — Todd R. Tinder, Tinder’s Jewelry, Bowling Green, VA
  • Thinking of you. — Manuel Millman, Shelle Jewelers, Glencoe, IL
  • Please come again. — Sue Parker, Nyman Jewelers, Excanaba, MI

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

This article originally appeared in the June 2017 edition of INSTORE.



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

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