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This Jeweler Explains Why Entering the America’s Coolest Stores Contest is Its Own Reward

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PHOTO GALLERY: ROBERT HALLET-GOLDSMITH (13 IMAGES)

{igallery id=9243|cid=1597|pid=22|type=category|children=0|addlinks=0|tags=|limit=0}

 

If you read the America’s Coolest Stores article on our store, it makes a good case that we deserve to be one of the “Cool Kids,” but the very Coolest thing that happened this year was the entry process itself. I won’t lie: the process is daunting, but it can change your business.

We met INSTORE managing editor Eileen McClelland at the Tucson Gem Show. We told her we enjoyed the America’s Coolest Stores features. She said, “You should enter.” We exchanged business cards and forgot about it. We got the entry form in an email a week or so later.

We design jewelry but have also been designing a business, piece by piece for 40 years. When we started looking at all those efforts through the perspective of the entry, we realized we might have acquired a degree of Coolness. As we tried to convince INSTORE that we were Cool, we began to believe it ourselves. Entering the contest crystalized the realization that no matter what we have done in the past, it is the future that has always pulled us along.

The attitude shift started a few years ago when we decided that, if we were going to keep designing jewelry, it should probably be in CAD. Last year, we bought a 3-D printer in Las Vegas. One of the Cool Stores judging criteria was “online presence.” Except for a 3-year-old website, we didn’t have one. We do now, and we did it our way. Our store had been lighted with fluorescent and MR16 Chromalux lighting, which was state of the art — in 1983. We are now 100 percent specialty LED.

Enter the contest. If you realize part way through that you aren’t all that cool, you will change that. You can’t go back to being apathetic. We decided that, whether we became one of the Class of 2017 or not, we would be much cooler at the end of 2017. That has turned out to be more important than the recognition. It is Cool when things happen that way.

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Robert Hallett  and his wife and business partner, Kyle Kotchey, own Robert Hallett-Goldsmith in Oakmont, PA. Their Cool Store was featured in the October 2017 issue of INSTORE. Enter the America’s Coolest Stores contest at americascooleststores.com.


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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This Jeweler Explains Why Entering the America’s Coolest Stores Contest is Its Own Reward

Published

on

PHOTO GALLERY: ROBERT HALLET-GOLDSMITH (13 IMAGES)

{igallery id=9243|cid=1597|pid=22|type=category|children=0|addlinks=0|tags=|limit=0}

 

If you read the America’s Coolest Stores article on our store, it makes a good case that we deserve to be one of the “Cool Kids,” but the very Coolest thing that happened this year was the entry process itself. I won’t lie: the process is daunting, but it can change your business.

We met INSTORE managing editor Eileen McClelland at the Tucson Gem Show. We told her we enjoyed the America’s Coolest Stores features. She said, “You should enter.” We exchanged business cards and forgot about it. We got the entry form in an email a week or so later.

We design jewelry but have also been designing a business, piece by piece for 40 years. When we started looking at all those efforts through the perspective of the entry, we realized we might have acquired a degree of Coolness. As we tried to convince INSTORE that we were Cool, we began to believe it ourselves. Entering the contest crystalized the realization that no matter what we have done in the past, it is the future that has always pulled us along.

The attitude shift started a few years ago when we decided that, if we were going to keep designing jewelry, it should probably be in CAD. Last year, we bought a 3-D printer in Las Vegas. One of the Cool Stores judging criteria was “online presence.” Except for a 3-year-old website, we didn’t have one. We do now, and we did it our way. Our store had been lighted with fluorescent and MR16 Chromalux lighting, which was state of the art — in 1983. We are now 100 percent specialty LED.

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Enter the contest. If you realize part way through that you aren’t all that cool, you will change that. You can’t go back to being apathetic. We decided that, whether we became one of the Class of 2017 or not, we would be much cooler at the end of 2017. That has turned out to be more important than the recognition. It is Cool when things happen that way.

Robert Hallett  and his wife and business partner, Kyle Kotchey, own Robert Hallett-Goldsmith in Oakmont, PA. Their Cool Store was featured in the October 2017 issue of INSTORE. Enter the America’s Coolest Stores contest at americascooleststores.com.


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.”

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