Be a Millionaire Shopkeeper: How Your Independent Shop Can Compete with the Big Guys
Find a work-life balance. I try to make myself completely disconnect. So he improvised, stringing together some cord and beads to make a necklace. His girlfriend was thrilled — as were her friends, who all wanted one, too. As he taught himself how to fabricate silver jewelry set with turquoise, jasper and agate, he began to lose interest in his classes.
He started showing his wares at area art fairs and soon realized his hobby had some financial potential. Fortunately, I was a waiter at a sorority so I had food on the table, but it was slow going at first. Eventually, a few people started showing up. As the business grew, both Gary and Karen received diamond training through the GIA, and Gary began working in gold, platinum and gemstones.
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Now if I can just get those five grandkids to follow. Having sons Kyle and Kirk join them in the business has been a graceful melding of the young and old, he says. In another 40 years the boys will come in the morning and Dad will be lying dead in the front of the store at age That would be a hell of a way to go out. Admit your mistakes. Do what you love. Some people want to keep expanding. You should run the store. Be committed.
Hard work can reap great dividends. B obby Wallo worked in construction for 20 years before a glimpse into jewelry led to a radical career shift. I found this was something I could do forever, so I decided to open my own store. Wallo opened his first store in , the worst possible timing, he admits, in light of the Great Recession.
He survived by being competitive and providing exceptional service, he says. When his lease ran out five years later, he was forced to move, rebrand himself and start all over again in September The new store is named for Wallo Robert and the J is for Joe Espinosa, the designer and bench jeweler who owns a portion of the business. It will set him apart in his market with a unique selling proposition. Stand behind everything you do and say. We guarantee the ring for life. If a customer ever loses a stone we take care of it. Everything is inclusive. You really have to be dedicated to work a lot of hours.
Flyers combined with a radio and social-media marketing campaign created interest.
Lawrence, who specializes in bridal jewelry and high-end watches, found a fun way to break down those threshold barriers on a Saturday with, of all things, a social-media-friendly tattoo contest to introduce the jewelry line King Baby. Lawrence considered it the perfect complement for King Baby, which he describes as having an edgy biker look.
In addition, he surmised that people who like to adorn their body with works of art would also find a deep personal connection with jewelry. Once he had conceived the idea, Lawrence worked with his affiliated marketing experts on getting the word out. The store placed flyers with a Harley Davidson dealer and biker bars, along with a bevy of print and social media marketing created by Porte Marketing.
The event was also promoted with a radio campaign orchestrated by Roy Williams. On the day of the event, margarita-sipping shoppers lined up for the taco bar, purchased pieces from the jewelry collection and were invited to share the story of their tattoos with the store staff, who judged the contest. Those who shared their tattoo stories defied any stereotypical expectations. Some people had full sleeves. It was a way of gaining new customers and having people feel more comfortable. Without question, 90 percent of the people we saw that day were new faces. The stories behind the tattoos turned out to be fascinating, Lawrence says, and in all about people shared their stories in store or online with photos or videos.
The event attracted media coverage on social channels, on the radio and in the newspaper. People are still talking about it today. Daniel and his father, Bill Welling, clash a bit over what kind of music to play in the store, with Daniel leaning toward something more modern than Bill, the Ambrosia fan, would choose. No doubt hashing out a playlist is a typical source of exasperated eye-rolling in many a multi-generational family business.
We have a different relationship here than we do outside the store. Second, the customer walking in the door is much more knowledgeable than in years past. That means everyone in the store needs to be well-educated. They have to be engaged, even when they are waiting for a battery. But Bill had an idea about where Daniel might shine.
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Daniel agreed, and when he trained with Gemvision, something about it just clicked for him. Now he spearheads the custom design side of the business. Both Wellings are pleased with their new store in Butler County, which is one of the fastest growing counties in Ohio and a bedroom community for both Cincinnati and Dayton professionals.
The renovation of an old building — once an airplane hangar — on the road between Cincinnati and Dayton drew a lot of attention in the town of West Chester. Exposed brick interiors, an assortment of modern pendant lighting, high, open ceilings and modular cases all combined to add a fresh possibility to regional retail design. Impressed neighbors even stopped by to take a look at the floor, which is a vinyl material made to look like wood. And to marvel at the walls of windows that were once garage-style doors.
A converted airplane hangar provides a wide open space for a casual concept store. The inspiration for the store is a Starbucks coffee shop.
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The focal point is the live-edge recycled walnut wood tables that display much of the jewelry. I think for that reason, they are more receptive to how you approach them and what you show them. I want to be comfortable and feel comfortable when I interact. The customer had inherited it from a relative who had found it in a building she owned.
In , Richard E.
Welling purchased a jewelry store in downtown Lockland, OH, on a recommendation from a friend in the wholesale business. Welling, son of Richard, took over the store and was later joined in business by his younger brother, Thomas. They continued to thrive in downtown Lockland and decided to open a second location in in nearby Mason, OH. William F. Welling, Jr. I let him make mistakes. Back to the future. The square-foot space has a mid-century modern theme and polished concrete floors.
Summer soiree. An end of summer bash in September is a time to have fun with customers, Daniel says. We also had a food truck and DJ for the event. Our idea was to just have a fun night with customers and not necessary to have a big sale.
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We ended up having a large sales day early on and clearing up some space for new merchandise before the holidays. Later, our staff was able to enjoy the beautiful evening with our customers who hung out and enjoyed the beer, music and free food. Something for everyone. Great Google reviews. Continue reading. Two men charged as part of arson and assault investigation.
Two men and a boy to appear in court over murder of Blackburn mum 6. Fire chief's safety fears over historic Blackburn house These 4 East Lancs men are wanted by police 4.
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