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Eileen McClelland

Do This One Simple Thing to Show Hospitality In Your Jewelry Store

Finding those new customers is a simple matter of welcoming them — in their own way.

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OPEN YOUR DOORS wide. That’s what I learned from researching the Big Story this month, about how to “find customers hiding in plain sight.” But I guess I already knew the answer, and you do, too.

All along, I’ve heard from you that your business is all about relationships, about hospitality, about welcoming guests into your store as if it were your home. So, when we asked Brain Squad members how they reach out to new groups of customers, what struck me was the simplicity of it: Open your doors.

Opening up your doors via e-commerce, for example, brings your business to customers already comfortable shopping online. Translating your website and in-store signage into Spanish can open your door to whole segments of your community you may have overlooked. Getting the word out that you do not discriminate against any couple planning a wedding eliminates threshold resistance in the LGBT market.

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Then think about what kind of hospitality you offer. Frustrated that they weren’t set up to host special events easily, Karen and Rob Hollis of K Hollis Jewelers in Batavia, IL, devoted part of their store to a wine bar. It turns out a huge cross-section of their community is interested in wine and also needs a private place to meet. Every week, the Hollises meet people who have never even been to their store before.

Finally, get out into the community and knock on other doors. Join networking groups and take the time to pursue your own interests.

Then, when people you’ve met need jewelry, they’ll think about you, the person they know and trust.

And just like magic, they’ll walk right through your doors.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

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Wilkerson Testimonials

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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