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True Tales: The Man With the Mason’s Trowel

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It was getting late in the day at our little trade shop at the end of Miles Street, a dead-end street in an old mill town. We were just cleaning up, preparing to close for the day, when a large, gruff-looking man in coveralls came into the store. He walked with quick, broad, purposeful strides, right past the sales staff toward Joel’s jewelers’ bench. He was holding a steel mason’s trowel, and his face was serious. “Hey. You know my wife, Roslyn?” he said abruptly, startling Joel from his bench work. Joel stuttered and fumbled for words, thinking the man was about to accuse him of having improper relations with his wife. “No,” said Joel, “Uh, I don’t think so.” The man’s face twisted, and he raised the mason’s trowel toward Joel. “Do you think you could make one of these in gold?” he asked. Turns out his wife had a charm bracelet, and Charlie was hoping Joel could make a custom, handmade mason’s trowel charm! Phew!
 
 
JEN M.,
GREENFIELD, MA

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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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True Tales

True Tales: The Man With the Mason’s Trowel

Published

on

It was getting late in the day at our little trade shop at the end of Miles Street, a dead-end street in an old mill town. We were just cleaning up, preparing to close for the day, when a large, gruff-looking man in coveralls came into the store. He walked with quick, broad, purposeful strides, right past the sales staff toward Joel’s jewelers’ bench. He was holding a steel mason’s trowel, and his face was serious. “Hey. You know my wife, Roslyn?” he said abruptly, startling Joel from his bench work. Joel stuttered and fumbled for words, thinking the man was about to accuse him of having improper relations with his wife. “No,” said Joel, “Uh, I don’t think so.” The man’s face twisted, and he raised the mason’s trowel toward Joel. “Do you think you could make one of these in gold?” he asked. Turns out his wife had a charm bracelet, and Charlie was hoping Joel could make a custom, handmade mason’s trowel charm! Phew!
 
 
JEN M.,
GREENFIELD, MA

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.”

Promoted Headlines

Most Popular