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Last Laugh: Alex Weil

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This month’s joke shows us exactly how the super-rich get that way.

Last Laugh: Alex Weil

 

[h5]ABOUT OUR JOKER [/h5]

Alex Weil, 56, of Martin’ s Jewelry, learned much of what he knows about gemology from mentors, including his father, Martin, who has been a jeweler for 68 years. After 32 years in an upscale Southern California strip shopping center, in 1995, the Weils closed that location and moved to another strip center in the nearby city of Manhattan Beach. Although just seven miles away, the move made a world of difference because they expanded their customer base, and business increased dramatically. At that point they gave up watches and turned their focus entirely to jewelry. “We continue to feature fine jewelry and custom work, along with services.” Martin semi-retired in January 2007 at age 84 and continues to have input in the family business he founded.

[span class=note]This story is from the March 2010 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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In the End

Last Laugh: Alex Weil

Published

on

This month’s joke shows us exactly how the super-rich get that way.

Last Laugh: Alex Weil

 

[h5]ABOUT OUR JOKER [/h5]

Alex Weil, 56, of Martin’ s Jewelry, learned much of what he knows about gemology from mentors, including his father, Martin, who has been a jeweler for 68 years. After 32 years in an upscale Southern California strip shopping center, in 1995, the Weils closed that location and moved to another strip center in the nearby city of Manhattan Beach. Although just seven miles away, the move made a world of difference because they expanded their customer base, and business increased dramatically. At that point they gave up watches and turned their focus entirely to jewelry. “We continue to feature fine jewelry and custom work, along with services.” Martin semi-retired in January 2007 at age 84 and continues to have input in the family business he founded.

Advertisement

[span class=note]This story is from the March 2010 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Most Popular