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Tip Sheet

Put a Business Card in Every Envelope You Send … and More Tips for Jewelers

Plus, one key security mistake jewelers too often make.




1. Use your business cards. One company directed that every piece of first-class mail sent out include a business card, even the bills they paid! This led to a call from the local electric copmany asking about their product. Another literally tossed his cards in the air at football games when the home team scored. Cards do no good sitting in your desk drawer. Get them out. — Source: Paul Timm, 50 Powerful Ways To Win New Customers

2. Losing the “Yellow Pages” advertising wars? Here’s a deliciously sneaky tip to help level the playing field. Place an advertisement in the local newspaper offering a discount to any customers who cut a competitor’s advertisement from out of the yellow pages and bring it to you. Then, the next time they look for jewelry, the biggest ad on the page won’t be there. — Source: Raleigh Pinskey, 101 Ways To Promote Yourself

3. One common mistake made by jewelers who advertise is to refer to their inventory as “GIA-certified”. Don’t do it — or, chances are, you will quickly find a letter from GIA in your mailbox, telling you to cease and desist and that they do not “certify” diamonds. You can refer to diamonds as having a “GIA Gem Laboratory Grading (or Identification) Report”, but nothing else. — Source: Instore

4. Want great word of mouth? One way to jump-start it is by getting women who own beauty salons to wear your jewelry. They deal with women all day long, and have loads of time to talk about their lives, loves, and best of all, the fantastic jewelry they’re wearing. Start by offering all beauty salon owners in a five-mile radius a very big discount on their next purchase from your store. — Source: Jay Levinson, Guerrilla Marketing

Safe Way: Security Issues to Remember

It’s a fact … most jewelers who do bench work have dirty fingers. And if your jeweler is the one who closes your store, there’s a good chance you might inadvertently be creating a major security risk. How? First, go to your alarm keypad and look at it. Are there dirty smudges on the keys that make up your four “magic numbers”? If so, wash them down, and make sure your jeweler washes his hands thoroughly before locking up each night.

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

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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