Charles Koll Jewelers’ Seamless Move
San Diego, CA
STRATEGIC STORE CLOSING & RELOCATION SALE
Charles Koll Jewellers originated in South Africa and has been serving the fine jewelry needs of the greater San Diego community since 1961. Custom design and hand fabrication are not just part of what they do; they are what they do. Located for years in the Fashion Valley Mall in San Diego, it was time to move the business to an expansive, free-standing building in nearby Sorrento Valley.
Relocation Created an Opportunity
The Koll family used this store closing as an opportunity to run a major sale with The Gordon Company to eliminate aged and underperforming inventory and to be able to start fresh in the new location. It was also a way to raise the cash necessary to fund both the move and buildout of the new space and to launch its major reopening.
Why The Gordon Company?
The Koll family researched several sales event companies within the industry and landed on The Gordon Company as their first and only choice. According to owner, Malcolm Koll, “We chose The Gordon Company based on their vast experience in the field and on the referrals we received from other jewelers who had run sales with them. We were told they would uphold our long-term values and pristine image, and that’s exactly what The Gordon Company did.”
“The Gordon Company makes things clear, the process is transparent, and you get what you pay for. I heartily recommend using their professional expertise because we simply couldn’t have done it without them.“ – Richard Koll
Sales Event Success
This store’s closing sale event was a huge success:
- Total sales were two times the original projection and 4.55 times greater than the same period the year before
- 64% of the Koll family’s original cost inventory was sold during the sale while also achieving healthy, above-expected margins
- The average daily sales ticket of $1,424 increased to $3,379 during the sale
- Nearly 4,000 people came through the door in the 81-day sale, with 2,093 total tickets written
- 15% of the customers who purchased were new to the store
- A year’s worth of business was done in only 11 weeks
“The Gordon Company provided us with two quality people who managed and supervised the entire sale process. I’ve never worked with people who put in the kind of effort that they did every day. This was a strong reason why we were so successful.“ -Malcolm Koll
