Brainstorms

Sow Seeds of Disharmony In Your Customer’s Jewelry Box

A shiny, bright new thing can make everything else look dull and in need of replacement.

Published

6 years ago

June 26, 2019

INSTORE Staff Instore June 2019 Issue

Sow Seeds of Disharmony In Your Customer’s Jewelry Box

The diderot effect refers to the way a newly purchased product fails to deliver on the happiness it promised, and instead causes our other possessions to suddenly look timeworn and in need of replacement. It takes its inspiration from an essay by the enlightenment philosopher Denis Diderot, in which he laments how a new dressing gown has made his other clothes look like rags and he suddenly feels “discordant.” How to put this psychological weakness into play? In much the same way Ikea or any home goods retailer does: through suggested add-ons. (“Now that you’re ordering that new dining table, shouldn’t you consider those glasses and plates, too?) Is it manipulative? We’d argue not. It’s not your fault that stylish new fashion ring is making her 20-year old engagement ring look a little dated and in need of an upgrade.

Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."