Why You Shouldn’t Go Solo with a Sale

Chances are, you are a jeweler who prides himself or herself in not running sales. That’s great. We like this because when you try to run sales repeatedly on your own, the public eventually picks up on it and doesn’t believe you. We love it when you have seldom, if ever, run a sale, because that’s when we can make you the most money.

Chances are, you are a jeweler who prides himself or herself in not running sales. That’s great. We like this because when you try to run sales repeatedly on your own, the public eventually picks up on it and doesn’t believe you. We love it when you have seldom, if ever, run a sale, because that’s when we can make you the most money.

Some people promote a short sale event where you can do a month’s worth of business in a few days. These can be effective, but it’s like putting a band-aid on a major wound. It just doesn’t last and more serious work must be done. 

That’s why we recommend a major sale event over several weeks with the proper planning and detailed preparation necessary for success. In short, why settle for a month’s worth of business when you can do a year’s worth of business with the help of The Gordon Company. Bottom line, you don’t want to do it alone.

Every jeweler is different and requires a customized approach. If you’re considering a sale event this year, regardless of the season or timeframe, contact us for a complimentary and confidential review of your specific situation. There is no obligation on your part. We want you to be successful and we have the expertise and the experience to prove it. We look forward to assisting you with your sale so contact us today! 

Sincerely,

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Jeff Gordon, CEO

Travel is Coming Back: Bad News for Jewelers?

I’m concerned. And you should be, too.

I’m concerned.  And you should be, too.

Jewelers were the prime beneficiary of the sentimental value of our products during the pandemic.  But as more and more people are vaccinated and as herd immunity begins to set in nationwide, people are getting out.  They’re simply tired of being couped up.

What this means is that travel – the number one competitor to jewelry for disposable luxury dollars – is coming back with a vengeance.  We may only have a few months left before those dollars are spent on travel alternatives.

Some say we’re headed for the “Roaring ‘20s,” where the determination to “get out” and “let loose” permeated society after the Spanish Flu.  Time will tell on this, but time is not on our side when it comes to competing with travel, vacations, cruises, and getting away.

So seriously consider taking full advantage of what is otherwise a one-time opportunity to have a major sale event.  Time is of the essence.  Contact us today!

Sincerely,

Ira Bergman, President

In a New Environment, Do Old Ways Still Work?

In a nutshell, yes; tried and true methods still work. But an ability to adapt to the times we live in and to create innovative new processes with the technology now available to us is paramount.

In a nutshell, yes; tried and true methods still work. But an ability to adapt to the times we live in and to create innovative new processes with the technology now available to us is paramount. 

The numerous sales events we’ve conducted over the past year prove this point. Our traditional promotional strategies work just as well as they always have, even in a COVID, mask-wearing environment. Maybe even better because the people who respond to a major sale are more serious today than ever before. 

Fewer lookers and more buyers lead to effective sales, and that’s what we’ve experienced over the past 12 months. Brick and mortar isn’t going away, and when combined with the new, online platform we create for you, it’s a winning combination.

Let’s face it, traffic is down and you need a shot in the arm – and I don’t mean a vaccine in this case. You need that strong jolt to ensure your year’s business, drive buyers to your store, and eliminate aged merchandise that weighs you down. 

The Gordon Company has the answers. All you need to do is call. Our busy season is arriving and we want to save a spot for your major sale event. Be first in your market to conduct one. 

Sincerely,

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Jeff Gordon, CEO

FIVE Important Reasons to Run a Sale Event in 2021

Running a sale is good business most any year, but it is especially good in 2021 for these five important reasons:

Running a sale is good business most any year, but it is especially good in 2021 for these five important reasons: 

  1. Luxury Purchasing Will Change

We were lucky.  2020 was better for jewelry sales than any of us expected when the pandemic hit.  Purchasing jewelry became the luxury choice when travel was halted.  But this won’t last forever.  Travel has already picked up and will continue to grow as a jeweler’s biggest competition.  You should run a sale event before those disposable dollars go to travel agents and cruise lines.

  1. You Need Traffic & Customers

No matter how successful you are, attrition eats away at your customer base.  30% of the purchases in our typical sale are produced by people who have never before entered your store.  A major sale event is the best way to add new clients to your mailing list.

  1. Online Purchases Augment Brick & Mortar

The pandemic proved that every jeweler needs to supplement in-store sales with a strong online and omni-channel presence.  We created e-commerce sites for our sale events in only a few days that provided the digital capacity our clients needed to succeed.  We can do this for you, too.

  1. A Sale is Appreciated by Your Customers

You’ve had a community presence over many years.  What better way to say thank you to your customers and friends than to allow them to benefit from special pricing on merchandise you would welcome clearing out.  It’s your way of saying thank you.

  1. Liquidity is Always Valued

Financial security is never a given in our business.  The key to ‘peace of mind’ is having liquidity.  Our sales provide the cash insurgence you need to lower bank and trade debt, and give you the freedom to replenish aged inventory with fresh, saleable products.

We are always available for a free, confidential, no-obligation analysis.  Contact us today.

Sincerely,

Ira Bergman, President