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Platinum Never Changes, and More Reader Letters for August




Platinum Never Changes

In June’s “Web Browser”, we were surprised the first “outrageous” answer was, “There’s no such thing as white gold.” This statement is actually true. White gold is yellow gold that is alloyed with whitening metals. We may understand this as an industry, but many consumers don’t. When they learn that white gold is not naturally white, they feel misled. To ensure your customers and staff understand the differences between platinum and white gold, visit  — Jenny Luker, president, Platinum Guild International USA


If the industry doesn’t wake up and ignore the short-term profits of synthetic diamonds, there will be no long-term profits in real diamonds. — James Adair, Adair Jewelers, Missoula, MT


Online retailers have assisted in educating consumers while destroying margins. These sites make little to no money and move tremendous amounts of merchandise. Hopefully one day they either get cut off from suppliers or have to increase prices to become profitable. Unfortunately, how many jewelers will survive that period of time is yet to be determined.
Christopher Sarraf, Nuha Jewelers, Plainview, NY


Motivating staff is always a blessing … but how do you motivate family? LOL. — Ryan “Jr.” Karp, Cornerstone Jewelry, Palos Park, IL


One of our biggest challenges is motivating the sales associates, so any info or knowledge on motivating the sales staff is very welcome.
Sanjay Rupani, Gold Coin, Laredo, TX

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

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



Time to Do What You've Always Wanted? Time to Call Wilkerson.

It was time. Teri Allen and her brother, Nick Pavlich, Jr., had been at the helm of Dearborn Jewelers of Plymouth in Plymouth, Mich., for decades. Their father, Nick Pavlich, Sr., had founded the store in 1950, but after so many wonderful years helping families around Michigan celebrate their most important moments, it was time to get some “moments” of their own. Teri says Wilkerson was the logical choice to run their retirement sale. “They’re the only company that specializes in closing jewelry stores,” she says. During the sale, Teri says a highlight was seeing so many generations of customers who wanted to buy “that one last piece of jewelry from us.” Would she recommend Wilkerson? Absolutely. “There is no way that I would have been able to do this by myself.”

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