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Columnists

The Best Policy: The watch shop burglary

The customer walked into Jim Cellar's Fine Jewelry with a watch that had not run in years. The bracelet was missing and the brand name was indistinguishable. The customer said that he would just like an estimate on what it would take to get it running again. Jim took the watch in without a discussion about the value except that the customer mentioned that it had belonged to a deceased relative.
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Understanding Twitter as a marketing tool

*This is the second in a series of six articles about Twitter Social Networking and its use in the jewelry industry

Last month I shared with you an overview of Twitter and...

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The Story Behind the Stone: Heavenly Stars

The Story Behind the Stone: Heavenly StarsSavvy collectors often turn heavenward for inspiration with their jewelry collections:

Inspiration - the motivational word for designers and jewelers means looking outward...

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Sales Growth Expert: Get your product in your customers’ hands

"Presentation without DEMONSTRATION is just conversation."
- Gary Kirkpatrick - Westendorf Mfg. Co.

Getting your product in your customers' hands will increase your c...

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Internet Marketing Strategies: Online video ads

During the past 18 months nothing has received better results in Google for us than Online Video Ads. We have seen some of our videos get in the top 10 Google search wit...
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How well do you know your customers?

One of the most overlooked principles of business is that all customers thrive on attention. If your customers feel special, then they will come back into your store time...
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The Primal Power of Jewelry

Got vintage? Estate jewelry? How about a 100,000 year old necklace? Recently discovered Nassarius shell beads from the Skhul rock shelter in Israel are believed to be the...
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Adding-On = Profits

In previous articles we have discussed how Add-ons = Profits. In order to maximize the selling opportunity and the sales and profits of a jewelry store, the salespeople h...
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The Retailer’s Perspective: September 15th...

Yeah, I know to most people it's just another day. But this September 15th is one of the most important Tuesdays of the last couple of years. Why you ask? Let me explain....
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