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Editor's Note

Our Editor-In-Chief Admits He Didn’t Know What WhatsApp Was … Do You?

Like other tech, it has the potential to make clients way happier with business owners.



WHEN I SAW this issue’s “Do You or Don’t You” question, I was just as baffled as many of our readers.

The question, posed by our group managing editor, Chris Burslem, through our Brain Squad survey was this: “Do you use WhatsApp or another messaging service in your marketing or to otherwise communicate with customers?”

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I admit it: I wasn’t 100 percent sure what WhatsApp actually was.

So, I looked it up, and it’s a messaging app that sends text messages for free through an Internet connection. But its advantage is that you can create a business profile so users can see your address, website and contact info. It also allows businesses to save and reuse messages that you frequently send (e.g., “Your repair is ready!”), as well as sort your contacts by labels (e.g., “Frequent client,” “Engagement client only,” “Repair client only,” etc.).

In other words, I quickly learned that WhatsApp has some really cool features for small business owners.

Unfortunately, I think a lot of jewelry retailers are burned out on new tech. And yet, technology like WhatsApp, social media and review-management services like Podium can allow you to connect with clients in ways that they prefer and provide more efficient customer service.


If you’d be willing to walk uphill both ways through snow and sleet to serve your customers, are you also willing to delve into the latest technology to do the same?

Trace Shelton

Editor-in-Chief, INSTORE
[email protected]

Five Smart Tips You’ll Find in This Issue

  • Geofence your competitor’s store. (Manager’s To-Do, p. 26)
  • When working with a female engagement ring client, ask her to close her eyes and describe the perfect ring. (The Big Story, p. 39)
  • When dealing with a customer complaint, say “Tell me more” in order to put them at ease. (The Big Story, p. 40)
  • Ask job candidates, “Tell me how you prepared for this interview.” (Tip Sheet, p. 47)
  • Bundle slow-moving product with a fast seller in order to clear it out. (David Brown, p. 52)

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].



Wilkerson Testimonials

Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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