Last updateTue, 07 Jul 2020 11pm

Are You Revolving or Evolving? Part Three

In previous articles we’ve examined different modes of store operations and talked about how we independent jewelers need to be “Evolving!” To some degree, there will always be the traditional retail operation, but we’ve also examined Studio models, Estate Jewelry Models or Departments and the use of CAD/CAM in a more custom operation.

Let’s talk about custom operations even further in this my final article on this topic. Do you realize that there are jewelers who even now concentrate on nothing but logo engraving on watches & jewelry for commercial business accounts? Some of you may already be doing this with logo dials on watches for certain companies and special engraving on the back. Here in is another mode of operation - open your mind and discover the possibilities within this special niche.

While visiting a tourist area recently I noticed one jewelry store that focused solely on doing laser engraving of pictures, handwriting, fingerprints and more. I noticed that they were very busy and even doing much of this while the customer waited! 

Another jeweler not only did specialized engraving but they even had an embroidery machine. They were actually offering embroidery services that complemented their engraving services. Does this make you think a little bit?

Perhaps it would do you good to get out and visit other jewelers just to see what they’re doing and stoke the fires of your creativity. I often spend Thursday afternoon visiting stores just to see what interesting idea I might bring back to enhance our own operation.

You’ll discover one thing for sure folks - we’ve got to be changing with the times, learning new technologies, getting better along the way.  Customers today, now more than ever, are looking for something new, different and totally customized for them. The question is: Will you be able to offer it to them?

Bill Warren, DDJM (Doctor of Dynamic Jewelry Marketing) owns a successful jewelry store in the western NC mountain town of Hudson. Bill speaks to many jewelers organizations/associations on the subject of jewelry store marketing. He also consults one on one with jewelry store owners helping them improve their business. If you’d like to reach Bill call 828-729-1020 or e-mail  This email address is being protected from spambots. You need JavaScript enabled to view it.  Visit his blog at www.warrenmarketing.blogspot.com.