Over the years there have been several false ideas that customers have about jewelers and what we do. What I mean is that people get ideas in their heads from watching too much “60 Minuite” shows, or from some other media about jewelers. Let’s talk about two big ones.
Myth #1: Jewelers switch the stones in your jewelery. When I hear this one it first of all implies that we are theives and participate in criminal behavior. That does not go over well with me. My response to this comment is usually one of the following: “Why would I want your diamond, I have a vault full right now” or ” Do you actually believe that I would jeopardize our 50 year reputation for your stone?” When The mood hits me just right I may even throw out this one, “I actually thought about switching your stone for a fake one, but when I saw the quality of yours I figured that the fake one would be too much of an upgrade.” All kidding aside, jewelers work way too hard to get a rock-solid reputation, in this highly competitive business, to do anything that would put us in a negative light. A negative word can travel fast!
Myth #2: Jewelers have huge mark-ups on their merchandise. I like a good buy as much as the next person, but when I see an ad that boast 50, 60, 75% off a stores merchandise I always wonder why. Either they have junk that they are trying to get rid of at hugh discounts, or they’ve marked thier products up too much in the first place. From day one back in 1949, Mr. Holland has always believed in truth in pricing. In other words price things fair in the first place and it is alot easier to sleep at night.
I will now attempt to predict the future::::::::The store that has mark ups above reason will first have discount signs in their windows then “Going out of Business” signs shortly after. Keep your eyes peeled.
The bottom line is be fair and honest, even when it isn’t easy, and you’ll be around long after the Service Merchandise and Wal-marts stores are gone.