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Over the Counter

Podcast: A Flash of Cash and Other Meditations on the Value of Jewelry

Reminder for today: Jewelry means different things to different people.

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IN THIS MONTH’S Over the Counter, we’re bringing you a collection of stories aimed at reminding you of what is most important in life.

It is so easy to go day by day, nose to the grindstone, that we lose sight of what matters.

In fact, we may start to believe that what we are doing at work is what is most valuable — that our identity comes from work, or wealth, or from accomplishments.

And the truth is, it doesn’t.

Today’s episode is just one attempt to show you what the word “value” really means. (And it means different things to different customers.)

Kyle Bullock is a fourth-generation jeweler who manages Bullock's Jewelry in Roswell, NM. He is also a best selling author, speaker and performer, and small business coach. To contact him, email him 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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