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You Can Totally Ruin a Jewelry Sale by Being Too Friendly — Watch It Happen

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Check out this educational video.

When you’re in jewelry sales, it’s your job to be friendly.

But there’s such a thing as overdoing it.

Stephenie Bjorkman of Sami Fine Jewelry in Fountain Hills, AZ, one of our past Cool Store winners, shared the following video with us. They made it in their store to illustrate how laying it on too thick can kill a sale — it’s funny but also educational.

In the scene they act out, the sales staff are laser-focused on offering the “customer” water, introducing him to the store mascots and making small talk — but not on actually closing the sale.

Take a look:

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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.

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You Can Totally Ruin a Jewelry Sale by Being Too Friendly — Watch It Happen

mm

Published

on

Check out this educational video.

When you’re in jewelry sales, it’s your job to be friendly.

But there’s such a thing as overdoing it.

Stephenie Bjorkman of Sami Fine Jewelry in Fountain Hills, AZ, one of our past Cool Store winners, shared the following video with us. They made it in their store to illustrate how laying it on too thick can kill a sale — it’s funny but also educational.

In the scene they act out, the sales staff are laser-focused on offering the “customer” water, introducing him to the store mascots and making small talk — but not on actually closing the sale.

Take a look:

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.

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