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Learn the Three Words Jewelers Would Tell Their Best Customers

“Please don’t die.”

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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
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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.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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