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Podcast: Would Your Customer Drive Hundreds of Miles for a Lab-Created Diamond?

Jimmy and Doug talk with Joy Janssen of e-commerce oriented family retailer Eco Diamond.

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JIMMYCAST EPISODE 7: WOULD YOUR CUSTOMER DRIVE HUNDREDS OF MILES FOR A LAB-CREATED DIAMOND? (31:43 MINUTES)


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WANT TO KNOW MORE about selling lab-created diamonds? In the latest episode of JimmyCast, Jimmy DeGroot and co-host Doug Meadows talk with Joy Janssen of Eco Diamond, a family-owned jewelry retailer based in Little Chute, WI.

In addition to selling lab-created gems, Eco Diamonds is unusual for a family-owned retailer in its emphasis in selling online. (Joy and her husband, Ben, have backgrounds in e-commerce.) While the company has a physical showroom where it takes appointments as well as a limited numbers of walk-in customers, most of its sales are initiated online.

In the discussion, Doug shares his progress along the path of selling more lab-created gemstones (3:40), including a time diamonds made from human remains. Joy talks about the progress of lab-created gem sales she has seen since launching her business in 2011 (6:00), noting that they have grown slowly in the Midwest but are gaining momentum.

She talks about a moment where she became more confident her business would succeed, telling the story of selling a $14,000 diamond to a customer in Washington (9:30). And she explains the thought behind selecting her company name (and URL) over other options (10:40). Later, she explains the visual differences between HPHT diamonds and CVD diamonds (13:40).

Doug wonders how we cut through the propaganda that both sides — marketers of natural gemstones versus marketers of lab-created gems — are throwing at jewelers (15:40).

Doug and Jimmy both share their admiration of Joy’s business, with Jimmy saying that her model would be what he would do if he started his own jewelry store now— mom-and-pop, prototypes, with an online emphasis (20:00).

While the guys make a bit of fun of the quaintly-named (and quaintly-sized) Little Chute, WI, Joy shares one impressive landmark near her store (22:50). She then shares some thoughts on why customers would drive across several states to work on a jewelry design with her (23:30).

Doug speculates on future paths and future sources of disruption in the jewelry business (27:00). He then asks if Joy has any advice for bench jewelers who want to get into lab-created and online sales, and Joy shares her answer. (28:20).

On the subject of innovation, Jimmy recommends a book to read (30:00) called They Ask, You Answer.

Watch the video version of the podcast below.


Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

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JimmyCast

Podcast: How Tracking Door Traffic Can Dramatically Boost Your Store’s Performance

Jimmy talks with Dave and Spencer Mink of TraxSales.

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JIMMYCAST EPISODE 13: DAVE AND SPENCER MINK ON COUNTING YOUR TRAFFIC (24:29 MINUTES)


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IN THIS MONTH’S EPISODE of JimmyCast, host Jimmy DeGroot talks customer data with Dave and Spencer Mink of TraxSales.

Launched in 1996 as one of the earliest customer tracking companies, TraxSales uses an infrared camera system to track a store’s door traffic (with the ability to discount visits from your staff and other non-customers — i.e. the mailman). The statistics generated can then be integrated with retailers’ CRM programs, offering the ability to create up to 30 different reports, including closing ratio and revenue per guest.

Hear more about how Dave’s big “epiphany” led to the creation of the company in 1996, as well as how the average jeweler can use customer-tracking data in order to make better management decisions and dramatically improve the performance of their sales teams.

Want to receive all of our INSTORE Podcasts on your mobile device? Sign up on Apple Podcasts, Google Play and Stitcher or your favorite podcast player using our RSS feed link.

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Podcast: Wisconsin Salesperson Uses Life Savings to Live Her Dream of Jewelry Store Ownership

“$20,000 seems like a lot of money … until you open a jewelry store,” she says.

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JIMMYCAST EPISODE 12: KIM GORDON ON LIVING THE DREAM (48:53 MINUTES)


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KIM GORDON is living the dream — it’s the dream of owning her own store, the aptly named Dream Jewelers in Oshkosh, WI.

Gordon has spent most of her career in jewelry sales, having spent more than a decade as an assistant manager at a Kay Jewelers and, after that, another decade as sales manager at Jim Kryshak Jewelers in Wausau, WI. But in 2014, she finally made the leap into jewelry-store ownership, using her life savings to purchase a Wisconsin business called Thimke Jewelers, which she later rebranded as Dream Jewelers.

Gordon shares the story of her journey, and tells you how she’s launched her business in a challenging competitive environment and on an ultra-tight budget. “I had $20,000 in the bank,” she says. “And $20,000 seems like a lot of money … until you open a jewelry store.”

Hear Kim’s full story on the latest edition of JimmyCast, with host Jimmy DeGroot and co-host Doug Meadows.

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Podcast: An Explosive Prank and More Tales of Dumb Things Done in Jewelry Stores

Jimmy and Doug share the 10 dumbest things they’ve seen happen in jewelry stores (including their own).

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JIMMYCAST EPISODE 11: THE DUMBEST THINGS WE’VE SEEN IN JEWELRY STORES (34:06 MINUTES)


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IF MAKING MISTAKES is the best way to learn, then the latest episode of JimmyCast promises to be a tremendous learning experience. In the episode, Jimmy DeGroot and co-host Doug Meadows each share five dumb things they’ve seen jewelers do in their jewelry stores.

“This includes us,” notes Jimmy.

“Actually, my list is mostly mine,” says Doug.

Tales shared include a pyrotechnic prank gone wrong (3:40), a store owner who brought in a new sales trainer to work with his team, only to completely sabotage the effort before it even began (11:30), plus an expensive lesson from a jewelry con artist (20:00).

Says Jimmy, “This is a good episode for learning what not to do in your jewelry store.”

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