"My initial concern that a different form of advertising could tarnish our reputation was quickly dispelled when I saw the quality and integrity of how our sale event was handled. Our goals were not just met, but far exceeded. Working with The Gordon Company was seamless from the beginning to the end."
–Cathy Tivol, TIVOL
"I had confidence in The Gordon Company from the beginning, but I truly believed they over-projected my sale. After only the first week, they earned my 100% trust by blowing the original projection out-of-the-water. They made me one very happy store owner!"
–Michael Gordon, Zimmer Brothers Jewelers
"The first day of the sale was the biggest day in our 109 year history at Post and Grant."
–Lane Schiffman, Shreve & Co
"The Gordon Company started with a sales plan that was many times higher than our store had ever done before. When the closing sale was over, we had nearly doubled that significant goal."
–Georgie Gleim, Gleim the Jeweler
"I knew I could trust The Gordon Company to bring me the maximum financial return and to conduct the sale with the quality and dignity that were important to me. They did a great job and I can’t recommend them more highly."
–Gary Thrapp, G. Thrapp Jewelers
"They knew exactly how to approach our situation, with us not wanting to tarnish the reputation of our ongoing store, and they carried out the event without affecting the business of our other store. We could not be happier with the results."
–Hank Siegel, Hamilton
"The Gordon Company came to the table with a well detailed plan, executed professionally, and delivered on all of the objectives."
–Mann's Jewlers, Nancy Mann,
"Wow--25% of our people during the sale have never bought here previously. Lester Lampert now has new lifelong customers thanks to The Gordon Company."
Like you, we are doing our best to navigate the current, unprecedented challenge that our country – and our industry – is facing. We have always considered ourselves to be The Fine Jeweler’s Strategic Partner, not only in good times, but also in times of adversity. We are here for you in this unusual time of business uncertainty.
Like you, we are doing our best to navigate the
current, unprecedented challenge that our country – and our industry – is
facing. We have always considered
ourselves to be The Fine Jeweler’s Strategic Partner, not only in good
times, but also in times of adversity.
We are here for you in this unusual time of business uncertainty.
With this in mind, we want to provide whatever
support you may need to help you in your business. We are offering complimentary Skype or
telephone assistance to our fellow jewelers over the coming weeks to help you
find solutions to the difficult challenges you may be facing in your stores.
To set up a complimentary call or consultation with us on any business subject, please feel free to contact our office number below or reach out to President Ira Bergman directly by calling his cell at (917) 861-9607. We are happy to speak with you and offer our advice anytime, but more so during this unique and unprecedented period. Please don’t hesitate to contact us.
In the meantime, please read this 2-part article series below from The Centurion, where I offer some thoughts on what jewelers can do right now to combat against this pandemic:
You’re getting emails from the airlines, hotels, rideshare companies, and almost anyone you do business with expressing their concerns about the Coronavirus and what they are doing about it for customers.
You’re getting emails from the airlines, hotels, rideshare companies, and almost anyone you do business with expressing their concerns about the Coronavirus and what they are doing about it for customers. Obviously, the virus is on all of our minds, and we can hardly get away from the breaking news, including yesterday’s, with the World Health Organization declaring COVID-19 a pandemic. We feel for those who have thus far been affected by the virus in one way or another, but at the same time jewelers are equally affected by customer fears.
You need a clear policy on how to handle the conditions surrounding this outbreak for both your employees and your customers. Make associates who are sick stay home, but be flexible with respect to their sick time and paid time off. This is no time to be casual about the crisis, but it is also no time to be insensitive to the concerns that people have, both inside your business and outside of it. Emphasize the use of good hand hygiene and respiratory etiquette. Provide hand sanitizer and keep everything scrupulously clean. This is a good habit any time, not just during a time like this. More than ever, fingerprints on the showcase glass must be cleaned prior to the next customer coming in.
Finally, how will you handle a customer who walks in with a mask on? You probably don’t allow anyone to enter your store with a hood on or maybe even sunglasses. So neither should you allow someone to come in with a mask on or other head or face covering. Have you even thought about this? Leave it to thieves to take full advantage of this current scare by possibly wearing masks to cover their faces.
Bottom line: You must be vigilant during this unusual period of time. The airline industry now has a clear policy, as travel bans from Europe have been implemented, and you also need to have a well-defined policy with your staff and your customers too. You must communicate regularly with people to make sure your policies are known and followed. This crisis will pass, but how you handle things now will keep people safe and help the crisis pass much sooner.
I hope this is helpful, but if we can be of further assistance to you in any way, please reach out to us.
Gables Gems, located on Miracle Mile in beautiful Coral Gables, Florida, is a fine jewelry store specializing in diamonds, colored gemstones, pearls, and unique jewelry designs. It is owned by the brother/sister team of Miguel Gutierrez-Sampedro and Cristina Gutierrez-Taquechel, both of whom were born in Cuba and came to Miami with their parents when they were children.
People sometimes ask us who we are and what we do at The Gordon Company, so I wanted to devote this newsletter to answering those questions.
People sometimes ask us who we are and what we do at The Gordon Company, so I wanted to devote this newsletter to answering those questions.
First, we are a creative team of industry professionals devoted to helping fine jewelry retailers improve their businesses. We do this with a diversified line of services stretching from inventory reduction to cash raising to store closings to business transitions, including retirement sales and business closures.
Second, we are experts in
in-store promotions to reduce or eliminate aged, unwanted, and under-performing
merchandise. Cash flow issues and undercapitalization are common problems for
jewelry retailers and this can place significant strain on jewelry businesses.
This is where outside professionals can really help.
Third, we are brand protectors,
ensuring that the quality of advertising and marketing is tasteful, yet
effective, in accomplishing your financial goals. Our client list reads like a
Who’s Who in jewelry retailing, so protecting your brand name and reputation in
the community is a top priority for us, and for our upscale retailers.
Fourth, we are builders of
mailing lists, both postal and email. 30-50% of the customers who will buy from
you during one of our major sale events will be new to your store and will now
be part of your ongoing mailing list. The significance of this cannot be
over-stated for future business.
Fifth, we are teachers and
advisors to our clients in improving their business, before, during, and after
a sale event. We instruct them on marketing and merchandising techniques that
can continue the momentum generated through a sale, and help them retain and
build upon the expanded clientele they have just created.
Sixth, we bring a fresh
perspective to your business, and even get you out of your comfort zone by
introducing ideas that you have never considered. Each plan is tailored to your
unique situation after exhaustive analysis of your business.
Finally, what makes us different
from others is our decades of experience in the field; our professional
approach to advising; the quality of our promotional materials; our soft-sell,
seasoned approach with clients; the fact that we don’t own any inventory and
only want to sell yours; and most of all, our reputation for honesty and
integrity. We promise a great experience with tremendous results, and we
deliver it in a way that is unique to us.
If we can help you, offer advice, or be of service for whatever needs you have, it would be our pleasure to do so.