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Jewelers and the Millennial Aftermath … and More Reader Letters for December

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Jewelers and the Millennial Aftermath … and More Reader Letters for December

Ch-Ch-Changes

Millennials are tough. They don’t mind spending money on tech gadgets but don’t seem to have a lot of interest in jewelry. — Charles Hood, C.B. Hood Diamond Co., Santa Maria, CA


I have been in the business for 40 years. It may be interesting for someone to write about the changes in selling diamonds over the years. When I began, if it was “pretty” and “sparkled,” it sold. Then, over the years, we became more and more technical, way beyond the 4 C’s. Today, we are back to reeducating ourselves to sell with emotion and feeling in order to combat the web. — Jon Walp, Long Jewelers, Virginia Beach, VA

The business is changing rapidly and our biggest challenge is to keep up with it. At least let’s have some fun on the way! — Peter Stavrianidis, Venus Jewelers, Somerset, NJ

Green Day

Loved reading about the other green store ideas. It’s this type of innovation and adaptation that will keep jewelry stores relevant in the changing retail landscape. — Chris Wattsson, Wattsson & Wattsson Jewelers, Marquette, MI

Green is good, but it can be overemphasized. — James Sickinger, Sickinger’s Jewelry, Lowell, IN 

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Keep on Lovin’ You

INSTORE magazine is a staple in our lunchroom and on our conference table. It has a wealth of valuable information for every employee in every position in every company. It is a “must” tool of the trade. — Tim Quigley, TQ Diamonds, Madison, WI

Hidden Charms

I feel bad about the death of the beads. — Cathy McMurray, The Hunt House, Huntsville, Ontario, Canada


This article originally appeared in the January 2018 edition of INSTORE.

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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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INSTORE

Jewelers and the Millennial Aftermath … and More Reader Letters for December

mm

Published

on

Jewelers and the Millennial Aftermath … and More Reader Letters for December

Ch-Ch-Changes

Millennials are tough. They don’t mind spending money on tech gadgets but don’t seem to have a lot of interest in jewelry. — Charles Hood, C.B. Hood Diamond Co., Santa Maria, CA


I have been in the business for 40 years. It may be interesting for someone to write about the changes in selling diamonds over the years. When I began, if it was “pretty” and “sparkled,” it sold. Then, over the years, we became more and more technical, way beyond the 4 C’s. Today, we are back to reeducating ourselves to sell with emotion and feeling in order to combat the web. — Jon Walp, Long Jewelers, Virginia Beach, VA

The business is changing rapidly and our biggest challenge is to keep up with it. At least let’s have some fun on the way! — Peter Stavrianidis, Venus Jewelers, Somerset, NJ

Green Day

Loved reading about the other green store ideas. It’s this type of innovation and adaptation that will keep jewelry stores relevant in the changing retail landscape. — Chris Wattsson, Wattsson & Wattsson Jewelers, Marquette, MI

Advertisement

Green is good, but it can be overemphasized. — James Sickinger, Sickinger’s Jewelry, Lowell, IN 

Keep on Lovin’ You

INSTORE magazine is a staple in our lunchroom and on our conference table. It has a wealth of valuable information for every employee in every position in every company. It is a “must” tool of the trade. — Tim Quigley, TQ Diamonds, Madison, WI

Hidden Charms

I feel bad about the death of the beads. — Cathy McMurray, The Hunt House, Huntsville, Ontario, Canada


This article originally appeared in the January 2018 edition of INSTORE.

Advertisement

SPONSORED VIDEO

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.”

Promoted Headlines

Most Popular