I have always wanted to write articles for jewelers around the
country with useful tips. I am very excited for this to be the premier
of my writing career. Well, not really a writing career! You can give
your opinion of this article, but be nice. Lol. This is my first arti-
cle in a magazine aside from countless press releases, so really
hope you enjoy! Most people know me as the VP Sales for Midas
Chain, but some time back I was a retail jewelry store owner in
Westchester NY. I remember hardly ever having time to even have
lunch since it was so busy. Everyone thinks it’s so glamourous
being an entrepreneur, until you realize it’s impossible to spend
anytime marketing your store. I wouldn’t have traded those days
for anything, because that was my training ground for outstand-
ing customer service skills. I completely understand what it’s like
to drive traffic into a store, and to keep those customers coming
back. The way I always made my business thrive was to give great
customer service, good value and flawless follow up. Of course
you know all this, but I am bringing this up because so many of the
same things apply to the Internet.
I remember when the discussions of websites first came up many
years back. The first thing I was thinking a long time ago was
who is going to order jewelry online. We all know that you need a
website, but how should it look and what should it do? Well…the
answer is as much time as you have to put into it. I have always
personally felt that the cosmetics of the website are so important,
although that’s only a small
part of it. Always remember, it’s
your first impression to custom-
ers that find you online. Many
jewelers I speak with are just
happy to be online at all, and
not give this a second thought.
Personally, I would rather wait
until I have website that truly
represents my store image and
brand rather than just having
Customer Acquisition
&
RETENTION ONLINE
Jewelry Showcase
Jewelry Showcase
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