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This Gemstone Was Once Declared “The Finest Ever Found In The U.S.”

But consumers generally won’t pay the premium for the American gemstone.




This Gemstone Was Once Declared “The Finest Ever Found In The U.S.”

NO LESS AN expert than George Kunz declared me “the finest precious gemstones ever found in the United States.” I have a natural, almost-exclusively blue beauty few other gemstones can match. But economics is no romantic. While there’s demand, supply has always been an issue (my warm geological upbringing means I tend to cling hard and fast to Mother Earth). So while, yes, consumers will pay a little more for top-of-the-line American goods, they won’t pay a huge premium when they can get a similar product from overseas. Chevrolet, PanAm, IBM PCs … I know how you feel.

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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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