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Editor's Note

Welcome To The League Of Extraordinary Characters

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EVERY FAMILY has that
one weird relative — the one you most look forward to seeing
every holiday season because they always
have the best stories, and they do things
that make you shake your head in disbelief.

I’m related to several such weirdos.
Growing up, I had an uncle in the U.S. Border Patrol whom I saw only occasionally.
We were always excited to hear his stories
and have him draw amazing “tattoos” on
our arms with a ballpoint pen. Another
uncle often presented us with slingshots
and tiny cars and other wooden implements
that he’d carved and polished himself.
Still another uncle is a public speaker who
started a fan newsletter about Pez candy
dispensers and once competed on the game
show Jeopardy.

In many ways, the jewelry industry is one
big family. And boy, do we have some weird
“relatives” in our group!

December seemed like the perfect opportunity to celebrate our odd peers — and in
so doing, celebrate the bizarre in all of us.

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Webster’s defines “weird” as “of strange
or extraordinary character.” We certainly
have some extraordinary characters in our
industry. And even more important, we have a great many with extraordinary character. Often, they’re one and the same.

In our “Tales of the Weird” story, you’ll
read about jewelers who have some strange
habits, skills and preferences, but the one
thing they have in common is that they all
love making and selling jewelry. And, they
all do it with passion and integrity.

Admit it: We’ve all got a little weirdness inside us — and that’s worth celebrating. Happy holidays!

TRACE SHELTON

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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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