True Tales: Jeweler, Lifesaver

Published

11 years ago

December 16, 2013

True Tales: Jeweler, Lifesaver

BY INSTORE TEAM

Published in the January 2014 issue

A customer told me I saved his life. He had been in a year earlier and didn’t return. I figured he bought elsewhere. I ran a radio ad that said we sell more than engagement rings, we sell pressure valves. If you are getting pressure from your partner, friends, or family, just get the engagement ring. Deal with the marriage side of the equation later when the heat is off or when you know you can afford the wedding. Back to the customer, it turns out that a week after visiting the store, they found out that she was pregnant! Her old man wouldn’t even look at him and her mother just burst into tears. Now, a year later, they had a cute bundle of joy but still no ring and they were having a big family reunion. The guy was ready to platz. Then he heard my commercial. According to him it was an epiphany. He thought, “I can do the engagement ring. We’ll worry about the wedding later.” So he bought the ring and went to the reunion. As expected, nobody would even talk to him. In the middle of the festivities he asked for everyone’s attention, got down on his knee, and proposed in front of the whole darned family. She said yes, her old man was slapping him on the back and calling him son, and her mother just about had to have CPR. So, there you have it, we don’t just sell engagement rings, we sell pressure valves and we have about 1,200 models to choose from. — Chuck Kuba, Iowa Diamond, Des Moines, IA

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”