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Online Nutrition for Jewelry Businesses and More Reader Letters for July

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Online Sustenance

I really enjoy the online articles in between issues. It helps tide me over until next month! Keep it up. We love INSTORE! — Morgan Bartel, Susann’s Custom Jewelers, Corpus Christi, TX

IN THE WEEDS

The industry needs to take a proactive approach to weeding out the bad seeds. Jewelers have a reputation of ripping people off and not being fair. I hate the fact that the industry attracts shady characters because we work with items that are difficult to value from a customer’s point of view. Wholesalers should be on the front line denying jewelers without morals any product. — Christopher Sarraf, Nuha Jewelers, Plainview, NY

JUST MY IMAGINATION

My personal motto is that it is amazing how many things you have to change to keep things the same. These are challenging times, and those challenges provide us with great opportunities. I came back from JCK all wound up and excited to figure out what changes I need to make. What great opportunities are lurking out there for the imaginative operator. — Alexander Rysman, Romm Diamonds, Brockton, MA

DEATH BY SHIPPING FEE

Is anyone else having problems with suppliers charging exorbitant postage on items that the supplier puts on backorder and then ships out one or two items at a time until the backorders are all fulfilled? — James Sickinger, Sickinger’s Jewelry, Lowell, IN

JOB? WHAT JOB?

As far as engagement of my employees, I try to keep them engaged with cash bonuses, company outings and such, but this generation doesn’t seem to be all that concerned about their job. It certainly doesn’t seem to be in their top three concerns. Darned if I can figure it out. — David Phelps, Precision Platinum, Durham, NC


This article originally appeared in the July 2017 edition of INSTORE.

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Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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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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