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Tip Sheet

Tip Sheet: April 2004

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Instore presents ideas for better business

[contentheading]Try fitness centers for new showing spots[/contentheading]

Want a great place to show your jewelry? Try your local fitness center. Lots of people in new relationships there, and of course, everybody who goes there places a great deal of emphasis on how they look. (That sounds like your target market, doesn’t it?) Place a small display in the lobby and watch the sales roll in.

Source: Instore

[contentheading]Picture this[/contentheading]

Buy a camera … either a Polaroid or a digital. When you have a customer who really likes a piece, but just can’t pull the trigger on buying it, help them along by taking a picture of the item for them. (Consider photographing the customer wearing the item, for even more involvement.) Polaroid’s are easier and more permanent than digital shots. But they’re also more expensive — coming in at about a buck a pic.

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Source: Instore

[contentheading]Google yourself[/contentheading]

Got a website? Well, have you Googled yourself lately? Search first for your store name. Then search for jewelers +the name of your town. (E.g. “jewelers +‘santa monica’”) Also try combinations like “diamond rings” + the name of your town. This will show you how easy it is for people to find you on the web. If you don’t score well, work on your web texts and increase the number of links your site has to outside websites.

Source: Mary Gillen, Idea Site For Business

[contentheading]Flaunt those custom designs[/contentheading]

If you do custom design, then it’s time to create your own “brag book.” Print images of all your creations on photo-quality paper and insert them into albums. Got a couple books? Great. Got two dozen? Even better. Now your customers can pore through all your books … fully satisfying their curiosity, giving them more ideas and and an even greater sense of involvement in the creative process.

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Source: David Geller

[span class=note]This story is from the April 2004 edition of INSTORE[/span]

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A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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