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The Easiest Sales in All Jewelry Retail? The Brain Squad Tells

See what type of sales jewelers find to be simplest.




The Easiest Sales in All Jewelry Retail? The Brain Squad Tells

Independent jewelry retailers have a lot to complain about when it comes to selling certain types of shoppers (the Internet comparer, the price-gouger, the unreasonable demander, etc.).  But then again, some sales are almost too easy.  Here’s what our Brain Squad had to say about the easiest sales out there.

  • Someone who comes in with his or her family that has shopped with you for years. It’s almost automatic. — Michael Kanoff, Michael’s Jewelers, Yardley, PA
  • Flash sales have been working pretty good lately. Trying to post something weekly. — Albert Yocom, Yocom Jewelry, Marceline, MO
  • Last-minute shoppers (men). They have to have something, don’t want to price shop, don’t want to have to go to more than one store to look. In, out, wrapped, voila! — Elysia Demers, Barnhardt Jewelers, Spencer, NC
  • A watch battery because time has literally stopped and we can make it start again. — Mary Jo Chanski, Hannoush Jewelers, Rutland, VT
  • Earrings. They don’t have to “fit”! — D. Robert Smith, Dancing Raven Stoneworks, LLC., Durango, CO
  • The emotional one they have been thinking about for a long time, like a Rolex. — Natasha Henderson, Saxon’s Fine Jewelers, Bend, OR
  • A Baby Boomer man buying a gift for his wife or significant other. He has the money and is comfortable spending it on a gift of jewelry. — Laura Sipe, JC Sipe Inc., Indianapolis, IN
  • The guy holding our ad saying “this is what she wants.” — Theresa Namie, Stephen Vincent Design, Minneapolis, MN
  • Estate — good quality for less. — Kas Jacquot, Kas A Designs, Jefferson City, MO
  • I keep a notebook with the names and jewelry desires of many local women. When their men come in, it is easy to show them their love’s choices. It has not failed me in 30-plus years. — James Doggett, Doggett Jewelry, Kingston, NH
  • A chain to go with pendant purchase. — Jeff Weintrop, The Silver Lady, University City, MO
  • The man in the doghouse. — Tim Bodis, Diamond Designs by Bodis, Rice Lake, WI
  • Very large pieces, over 100 grand are so easy — when you get them. I have had four in my over 30 years in the business. — Alan Perry, Perry’s Emporium, Wilmington, NC
  • Our best sales are generated from our ongoing 12-month wish list. Most times we contact the customer by phone, email or text and have the gift wrapped when they arrive — seamless and very much appreciated by our clients! — Mark Kasuba, M. Edward Jewelers, Pittsfield, MA
  • Women’s self-purchase of designer jewelry in the $500-$1,000 range. — Dorothy Vodicka, The Gem Collection, Tallahassee, FL
  • The “I forgot her birthday/our anniversary” shopper. They always walk in five minutes before closing on their way home and absolutely have to find something. Diamond studs and classic pendants are usually the winner. — Jennifer Farnes, Revolution Jewelry Works, Colorado Spring, CO
  • Second marriage older guy in his 70s. — Greg Raskin, Raskin’s Jewelers, Presscott, AZ
  • Guy walking in with a picture from Pinterest or Instagram. — Chuck Jacobson, International Diamond, Adrian, MI
  • Custom. Trust is not an issue and it’s not as price sensitive as a finished piece from the showcase. — Mike Doland, Doland Jewelers, Dubuque, IA
  • Easiest, so often ignored/not thought about (at your peril): Wedding bands to a couple who already purchased the engagement ring from you. It’s a no-brainer: you know they need them. Follow up, ask for the sale. — Kim Hatchell, Galloway & Moseley, Sumter, SC

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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