Connect with us
mm

Published

on

When you spend your days immersed in the jewelry business, it’s tempting to throw around a few terms of the trade.

But in most cases, using jargon won’t help you make the sale. In fact, it’s likely to alienate your customer, says marketing specialist Jimmy DeGroot.

In the video below, DeGroot explains that your job isn’t to impress anyone, but to serve your customer’s needs and make a friend. Only in specific cases will using technical terms be helpful.


Video: You Know a Lot About Jewelry. Here’s Why You Should Keep It to Yourself …

Advertisement

SPONSORED VIDEO

Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success

After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone. Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently. The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.

Promoted Headlines

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular