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Reader Thoughts On ‘Building the Perfect Website’ Story and More

Plus an opinion on in-store events.





On “Building the Perfect Website”

  • Great info! Fantastic presentation and easily executed changes. — Denise Oros, Linnea Jewelers, La Grange, IL
  • The article on building the perfect website was filled with great information, and that is a subject that is always pertinent trying to find and attract customers. — Annette Kinzie, Leonard Jewelry, Stillwater, OK
  • Yeah, I probably should have attended your two-day event on websites. — Alexander Rysman, Romm Diamonds, Brockton, MA

FROM THE EDITOR: Alexander, you can still register to watch replays of the INSTORE Live event, “How to Crush It Online,” at

  • The perfect website has amazing lifestyle images and a cohesive look and feel. It states what kind of a brand you are. Easy to navigate, categorized and of course well-merchandized. Shopify is easy to use and integrates well with Instagram. I think storytelling will reign supreme. Jewelry stores that can add this level of interest and insight will win over a customer. This is true for both natural and lab-grown diamonds. Lab-grown diamonds will continue to grow in popularity. Stores will reopen and the people will come. — Jeremy Auslander, Roxbury Jewelry, Los Angeles, CA
  • We’ve spent hours poring over our website this past year, and we’re thrilled to see we’re making the right moves in that department. — Bethany Swoveland, Design House, Waco, TX

Partying with Instore

  • It’s informative and fun to get your magazine every month. Thanks for doing a great job! — Tommy Thobe, The Village Gem, Perry Hall, MD
  • I look forward to seeing and reading it every month! — Dave Fadel, Fadel Enterprises, Bountiful, UT
  • Thank you for all your hard work and always being there. When all this nonsense is over, INSTORE should have a party … someplace warm with palm trees of course. — Sherrie Schilling-Devaney, Sherrie’s Jewelry Box, Tigard, OR

In-Store Parties

  • I think in-store events will come back strong as some people have really missed that interaction. I think they will be much longer to allow people flexibility to come when they want. As a customer, I like crowds less now than I did pre-pandemic, and I didn’t like them to begin with … well, unless they were in my store. — Trevor Williams, Leitzel’s Jewelry, Myerstown, PA

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



Thinking of Liquidating? Wilkerson’s Got You Covered

Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.”

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