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David Squires

Just Hear Those Sleigh Bells Jingling.



Just hear those sleigh bells jingling, ring-ting-tingling, too.

And if you don’t hear them, you should. They should be getting louder every day. The holidays are coming, hard and fast, and the key to having your best season ever is to be prepared. And to really get your cash register ring-ting-tingling, you’ve got to start preparing … this instant! This issue, we’ve done all we could to help you get ready, providing a range of tools including a comprehensive preparations checklist for the months leading up to Christmas, a bushel of innovative promotions your store can try, a warning about the biggest danger most jewelers will face this holiday season, as well as a round-up of the hottest products of the season. (Yes, you should have done all of your holiday shopping by now. But when it comes to product mix, we figure you’re like the Hollywood producer who was asked about a deal being set. ?Of course, it’s set,? he said. ?It’s just not set-set.? So if you’re holiday shopping is done, but not done-done, we hope you’ll enjoy our list of 12 holiday must-buys for your store.) 

This issue, we’re also introducing two new columns. The first, ?True Tales?, will focus on the strange things that happen every day in American jewelry stores. The other is ?To Do Or Not To Do??, in which we will ask the retail jeweler members of Instore’s Professional Retail Panel a key question about their business. This month, we ask ?Do you or do you not do direct telephone marketing to your customers?? Turn to page 44 for the (probably surprising) results. Send your feedback to us at Click here[email protected]’>Click here  

Wishing you the very best business …

David Squires  
Executive Editor and Associate Publisher  
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Wilkerson Testimonials

Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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