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To Spur Creativity, Think of Your Store as a Warehouse

Doing so will give you different ideas of how to address customer wants.




To Spur Creativity, Think of Your Store as a Warehouse

You probably hope your customers view your store as something like an atelier in Milan or maybe a palace of luxury goods. But in 2021, it might be better to think of it as a warehouse. That change in mindset can lead to exploring fresh ways of doing business or new lines or caategories of jewelry that you may not want to sell in your store, but which would do well in an alternate marketplace, Nicole Leinbach Reyhle, founder of, told a recent American Gem Society Confluence event. “Try an online marketplace or a pop-up experience at a festival or in a store you’d like to collaborate with. Consider an app for selling directly on social media, or explore curbside pickups, delivery or subscription services,” she said.

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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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