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True Tales: Sticker Shock

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Sticker shock in jewelry stores

I once had a client who asked me to design an elegant custom ring. I had her sign the estimate, which also stated that the price could change if modifications were made and that I would outline those as we went along. Which I did, first when she decided she wanted more diamonds set on the shank, and then when she switched from 14K to platinum. When I presented her with her completed piece she was thrilled … until she looked at the new price. She was appalled that we had gone over the original amount. When I reminded her that I had told her about the increased costs she said she remembered that. When I asked who she thought was going to pay for those, she said: “Why you, of course. I just thought you were giving me a better deal!” — Mary Harding, mary l harding, G.G., Bellingham, WA

We once had a woman come in for the first time. She had 10 envelopes full of jewelry for repair. As she was showing me what the problem was she asked how much for the repair. When I told her the price, she told me she could get it done in New York for less money. After all the repair envelopes were filled out, I opened them, took her jewelry out and said to take them to New York. She said she was going to be my best customer. I told her I didn’t negotiate repair prices. She left the store and was gone for six months. She came back in, gave me the same repairs. And became my best customer. — Diana Smires, Diana Smires Jewelry, Columbus, NJ

This article originally appeared in the January 2016 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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True Tales

True Tales: Sticker Shock

Published

on

Sticker shock in jewelry stores

I once had a client who asked me to design an elegant custom ring. I had her sign the estimate, which also stated that the price could change if modifications were made and that I would outline those as we went along. Which I did, first when she decided she wanted more diamonds set on the shank, and then when she switched from 14K to platinum. When I presented her with her completed piece she was thrilled … until she looked at the new price. She was appalled that we had gone over the original amount. When I reminded her that I had told her about the increased costs she said she remembered that. When I asked who she thought was going to pay for those, she said: “Why you, of course. I just thought you were giving me a better deal!” — Mary Harding, mary l harding, G.G., Bellingham, WA

We once had a woman come in for the first time. She had 10 envelopes full of jewelry for repair. As she was showing me what the problem was she asked how much for the repair. When I told her the price, she told me she could get it done in New York for less money. After all the repair envelopes were filled out, I opened them, took her jewelry out and said to take them to New York. She said she was going to be my best customer. I told her I didn’t negotiate repair prices. She left the store and was gone for six months. She came back in, gave me the same repairs. And became my best customer. — Diana Smires, Diana Smires Jewelry, Columbus, NJ

This article originally appeared in the January 2016 edition of INSTORE.

Advertisement

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