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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.

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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].

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Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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