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What I’ve Learned: Jerry Lindsey



Make it about the joy

Jerry Lindsey, Jerry Lindsey Custom Jewelry, Franklin, TN

I do what I do, because I love to see the joy on my customer’s face when handed a new piece of jewelry. It’s not about the money. It’s not about my reputation. It’s about that customer, standing in front of me, at that moment. That joy is why I do it. It’s why I get up before the crack of dawn, to come in and cast platinum. It’s why I carry my laptop home at night so I can easily design a ring for a new customer. That’s why I create jewelry and then take it apart and re-do it so I can create the perfect piece. I’ve learned that when I tried to make it about the money, jewelry became a job. And that’s not fun. Life is too short to concentrate on numbers or attracting new customers. When I make it about the joy, my excited customers tell their friends and new people come to me.



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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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