Zen Jeweler: On The Folly of Being Rational

Published

17 years ago

July 2, 2008

INSTORE Staff

Do gamblers gamble to lose? They don’t think so. But the odds are against them winning.

Do jewelers gamble on the belief that their customers are making rational decisions? Yes, we do. We expect them to hear what we say and make cold, sensible, rational choices. Concerning the most emotional purchase on the planet.

It’s time to bring emotion, pure emotion, to the sales floor. Stop expecting sense, and expect senses. Stop talking about deadlines and talk about eternity. Stop telling them about your finance options and tell them about the time you surprised your own loved one with a great gift. Is your store missing the fire it once had? Well, weren’t you once the spark? Go get ’em, Sparky!

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."