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Summer Success, Kudos to The Real Deal, And More of Your Letters From July

Plus one jeweler feels betrayed by his suppliers.




  • I want to express my gratitude for the diligent efforts of Kate Peterson in presenting the monthly “Real Deal” column. Her informative collective allows owners and managers to be prepared for the “bizarre and unknown” challenges found in retail jewelry transactions. Consistently presenting various options for those of us blindsided by these often-ugly situations allows us to create solutions, sustain opportunity and do effective damage control. My respect and appreciation to all of the brave, brilliant problem solvers who offer unique insights often accompanied with great scripting. Quickly becoming one of my most anticipated reads in INSTORE! — Denise Oros, Linnea Jewelers, La Grange, IL
  • [Regarding Jo Goralski’s column entitled “Wisconsin Jeweler Sees the Beauty and Necessity in Shop Dust,”] what a lovely recognition for the unsung heroes in our trade! The talent needed to successfully execute our industry’s precious works of art is immense. As a manufacturer of castings, we always say it is with the bench jeweler that the rubber truly meets the road. We cannot fully judge product quality in any other way than what is revealed on the bench. So, whether you are a manager, coworker, or a vendor, it is important to honor the wisdom coming from the bench. — Teresa Frye, Techform Advanced Casting Technology, Portland, OR
  • Sales are up from 2020. Lab-grown has been hot; it seems our clients seem to think it is a “smarter” decision. When you put mined vs. lab-grown next to each other with prices, the client is drawn to the lab-grown because they can’t see the difference except for price. — Charles Wallace, Curt Parker Jewelers, St. Louis, MO
  • After reopening in June of last year, we had some people that did not want to come back to work, or only work limited hours. Instead of hiring, we decided to open only four days a week instead of seven. What a great decision!! We are doing more business than ever and enjoying more personal time! — Doreen Vashlishan, Werkheiser Jewelers, Bethlehem, PA
  • After 40 years in the business, I discovered loyalty to one supplier is the wrong way to go, something that will change … quickly. To the younguns out there, spread your business around, gain a wide circle of suppliers, and remember loyalty to a supplier only works one way. You may think you have built a relationship with a supplier, but to them you are just one of thousands of accounts. — James Doggett, Doggett Jewelry, Kingston, NH
  • Our country is in turmoil, but we push forward with the strength that only a retailer could possess. Jewelry is a luxury, but we think everybody should be afforded their family heirloom. — Rick Nichols, Nassau Jewelry, Fernandina Beach, FL
  • Our summer sales have been great so far! Our town is going through a growth period, and we have a steady stream of new-to-town customers. Life is good! — Tammy Moyes, Bartlett Fine Jewelry, Longview, TX

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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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