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Line Time: This Ring From This Store

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[h3]Instead of talking about “this ring,” sales associates should phrase it as “this ring from this store.” [/h3]

Why?  Your store is much more than four walls and some carpeting. It is a symbol of what you promise to deliver to the customer in terms of product support, relationship and service, says David Peters, director of education at Jewelers of America. Do what you can to support and leverage its reputation.

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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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