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So Beautiful, They Name Daughters After Me

With my impurities and inclusions, I am sublime imperfection.

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So Beautiful, They Name Daughters After Me

WE CALL OURSELVES the Women’s League of Extraordinary Gemstones – amber, beryl, jade, opal, pearl and me, covering a glorious range of the gemological spectrum and stunning enough to inspire people to name their daughters (or their beloved cocker spaniel) after us. Yet it is I who shine brightest among them all: the most extraordinary of the lot. The big red one. A cardinal gemstone. Sublime imperfection (in my natural state). Can you hang a name on me?

Chris Burslem is Group Managing Editor at SmartWork Media.

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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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