True Tales

You Won’t Believe Why This Customer Returned a Ring

He had really high standards.

Published

6 years ago

February 19, 2019

INSTORE Staff Instore February 2019 Issue

A MALE CUSTOMER ordered a $4,000 platinum band, which shortly arrived from Germany. He holds it up and puts it on; it fits perfectly. Then he peers intently inside the ring. “The third hallmark is a fraction out of line,” he says. We send it back to Germany and it duly arrives with the hallmark totally lined up. The customer comes in and says that he doesn’t want this ring as it’s like buying a Mercedes and the salesman dings the wing: he repairs it, but would you want a damaged Mercedes? Left me speechless. The customer still has a credit three years later. — Gordon Lawrie, Eidos, Santa Fe, NM

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.