Prestige Promenade pearls and sweets
Issue link: http://www.epageflip.net/i/1049339
20 www.thejewelrybook.com sales, in-store training (some with Smith himself ) as well as custom dis- plays, Duratrans, and rings branded with the store's moniker. "It's like bringing in a major brand except that it has your name on it," notes Smith. Want custom? That's also an op- tion. "If you can describe it, the an- swer is 'yes'," he adds. Plus, there is the peace of mind of knowing that fi ve dollars from every job is sent to nonprofi t Jaipur Foot, which gives free prosthetics to those in need in 29 countries. "There are no demands on the sales staff—thou- sands of dollars every year are auto- matically sent to help that charity," explains Smith. Meanwhile, one of Smith's biggest mantras to drive home among retail- ers is clarity of message. You don't need a billion SKUs or to continually cram your cases with stuff; instead, have a clear, coherent, and relevant story. VIBHOR jewelry can help with that. "Tell fewer stories to make it eas- ier on customers to shop," he adds. Retail clients reinforce the line's claims. Joe Lucido, of Lucido Fine Jewelry, with three stores in the Detroit area, has offered it for two years. He likes that the gold is nickel free to prevent allergic reactions, the precision of the machining ("Every prong is exactly the same size," says the store owner), and the fi rm's turn- around times. "There were a couple of times I needed something made in two days and they did it," he adds. "That's crazy they could make that happen." Retail clients reinforce the line's claims. Joe Lucido, of Lucido Fine Jewelry, with three stores in the Detroit area, has offered it for two years. He likes that the gold is nickel free to prevent allergic reactions, the precision of the machining ("Every prong is exactly the same size," says the store owner), and the fi rm's turn- "There were a couple of times I needed something made in two days and they did it," he adds. "That's crazy O N T H E C O V E R - V I B H O R A D V E R T O R I A L Want custom? That's also an option. "If you can describe it, the answer is 'yes'," he adds.