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Zen Jeweler: On The Folly of Being Rational




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!



Wilkerson Testimonials

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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