Columnists

Columnists

The Retailer’s Perspective: What’s your warranty on this?

That’s a question I have a hard time answering most times.  I know in a perfect world I’d have a laminated card in my wallet or a prominently displayed poster with my stated policy in plain sight.  But I don’t.  Warranties and guarantees are a sticky subject with me.  Here’s why.

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Let the customer know they are appreciated!

One of my pet peeves is the way that many sales people take the customer for granted. Once a purchase has been made, it is a common occurrence to hear; “here you go” ...

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The Self-Purchasing Woman

Like bread and butter or peaches and cream - the connection of women and jewelry is powerful and primal. What makes it tick? Romance, beauty, sentiment, symbolism, all fa...

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Advertising: Brand vs. Direct Response

In this corner we have “Brand Advertising” - in the opposite corner stands “Direct Response Advertising” - Who wins the battle?

First, lets define our two combatan...

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Requests for discounts

How should I handle a customer’s request for a discount? A great question, but in order to answer it properly it is important to know whether your company allows disco...

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How are you handling the gold price?

With gold having shot through the $1500 mark at the time of writing, jewelers are increasingly finding the cost of replacing sold product to be a changing game. This mont...

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The Story Behind the Stone: Radiating Sunstone

The Story Behind the Stone: Radiating Sunstone

Sunstone, the plagioclase feldspar mineral has attractive inclusions like hematite that lend a sparkly effect to the cut gemstones. These attractive hematite or even goet...

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Internet Marketing Strategies: Stay out of bad neighborhoods

When I was a child growing up my parents warned me to stay away from Bad Neighborhoods.

Today, nearly one half century later, I find myself giving that same advice to my c...

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Applied Marketing 101: Beads and the Product Life Cycle Curve

Applied Marketing 101: Beads and the Product Life Cycle Curve

Scarcely a day goes by without at least one retailer asking my opinion on if, and when, the bead frenzy will end. It’s an important question, given the extraordinary de...

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