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Columnists

Time for aggressive marketing tactics

For the last century, store owners have operated on the premise borrowed from the script in “Field of Dreams”: “If you build it, they will come.” It’s all about location, right? So build your store in a traditional strip center on a busy street with good visibility and lots of parking and they will come. Or build it in a mall and they will come (or at least walk by). Or build it in a luxury lifestyle center and they will come - maybe in their BMW or Audi. The whole build it and they will come mentality is why many traditional jeweler store owners didn’t bother to maintain customer mailing lists, have anything but a rudimentary web site and scoff at Facebook.  Who needs Facebook, they will come.

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Ask Monty - What’s happening with the economy?

Ask Monty - What’s happening with the economy?

I recently sat down with long-time friend Monty Guild, a Los Angeles investment analyst, to ask him about current trends in the economy and how they impact retail jeweler...

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The Retailer’s Perspective: Houston, we have a problem

It appears that I’ve struck a nerve with something I’ve written about recently.  My phone and my e-mail have been pretty busy lately on the subject. And, surpris...

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The Best Policy: Vaulting mistakes - Building a vault the “Wright” way

The basics: safe vs. vault.

A safe is a securely constructed box of a size which could be anything from that of a mailbox to a double refrigerator.   Typical UL ratings for...

Every journey starts with a step - and a direction

In the daily grind of trying to earn a living, it’s easy to forget the true purpose of what you’re trying to achieve – or even whether the true motivation behind yo...

Modern Day Selling: The Seven Simple Truths

Truth #2: Understanding how to make lasting change

Have you ever addressed an issue thinking that you had solved the problem, only to find out later that it still ex...

The Story Behind the Stone: Your little pinkie

The Story Behind the Stone: Your little pinkie

Rosy pink gold becomes both grown-up and girlie

Today’s jewelry collectors are a savvy bunch. They understand diamonds and precious stones in a way that was uncomm...

Internet Marketing Strategies: Dos and Don’ts of Facebook Marketing Part 2

Last month we looked at the changes Facebook has made regarding Business Page and why Engagement Rates are diminishing. We started with a list of Don’ts, discussing met...

3 ways to increase sales & profits

Jewelers can no longer afford to sit back and wait for customers to come to them - sometimes they are not coming. A progressive jeweler has to make sales happen. Sitting ...

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