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Letters from Readers on Failure, Trade Shows and More

One reader advises making up for lost sales online with higher repair prices.

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On “The Failure Issue”

Chris Burslem’s article [“Epic Fail”] gives you a definite perspective. We’re all trying to become better jewelers. Sometimes having to throw the dice really works. — Bruce Goodheart, Burnells Creative Gold, Wichita, KS

It’s sitting right next to me here on my nightstand. I haven’t read it yet, but I’m looking forward to it. Though I’ve had so many epic fails over the past seven years that the lead story title is making my PTSD flare up and giving me little panic attacks. I’m laughing as I write this, but I’m actually serious. — Andrea Riso, Talisman Collection, El Dorado Hills, CA

Making Up for Lost Profits

I feel our industry should wake up and realize that the Internet is here to stay, and it is just another progression in how the customer prefers to shop. We used to have corner grocery stores and then supermarkets — now we just place an order and drive up for pickup or have them delivered.

Jewelry stores that offer sizing and jewelry repair need to recognize that this is a service that cannot be performed online (but that day may soon come). This is an extra value to the customer who buys online, and if we don’t make profit on the sale of an item, we should consider making up the difference on this value we bring to the customer along with the trust we can instill. I have been using David Geller’s Blue Book for quite some time and have had very few objections to his prices, including when I charge more because folks mention they bought online. — Bill Brundage, Bill Brundage Jewelers, Louisville, KY

Now’s the Time

The greatest time to grow is when everyone else is stagnant because they are worried about the economy. — Bill Jones, Sissy’s Log Cabin, Little Rock, AR

High Cost of Attendance

It was interesting to see that at Baselworld, the big news was the high cost of either going or exhibiting. With the Vegas show coming up and the ridiculous costs involved in attending, will people label the costs as “just not worth it”? — Alex Weil, Martin’s Jewelry, Torrance, CA

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