Gene the Jeweler

Gene the Jeweler’s Rule: Never Buy the Same Piece Twice

Hey, everybody needs to have goals.

GN Diamond Presents: IT’S SHOWTIME!

How To Deal With Difficult People

Understanding How to Increase the True Lifetime Value of A Customer

Sarine & GCAL: A New Vision for the Diamond Industry

Published

4 years ago

December 2, 2018

Jimmy DeGroot

WHEN GENE THE JEWELER is choosing merchandise to carry in his store, has a rule: Never buy the same thing twice.

He makes this promise to his customers: “You’re never going to own something that someone else in town already owns. Everything is unique.”

But what if a particular item is selling like crazy?

“Well, we’d never know, because we only sell one of it,” the fictional character, a creation of marketing specialists Jimmy DeGroot, says in the video below.

In Gene’s mind, selling the same thing over and over again could lead to disaster. Perhaps if he were a better businessman, he’d realize that it would, in fact, lead to higher profits.

Watch the video:

Gene the Jeweler’s Rule: Never Buy the Same Piece Twice

click to Comment(Comment)

Up Next

Video: Gene the Jeweler Shares His Appalling Views on Customer Service

Don't Miss

Gene the Jeweler Puts His Own Spin on Sales

Jimmy DeGroot

Jimmy DeGroot is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com. Sign up for training videos here.

Time for More “Me Time”? Time to Call Wilkerson

Rick White, owner of White’s & Co. Jewelry in Rogers, Ark., knew it was time to retire. Since the age of 18, jewelry had been his life. Now it was time to get that “me time” every retailer dreams about. So, he chose Wilkerson to manage his going-out-of-business sale. White says he’d done plenty of sales on his own, but this was different. “Wilkerson has been a very, very good experience. I’ve had the best salespeople in the history of jewelry,” he says. “I recommend Wilkerson because they are really the icon of the jewelry business and going-out-of-business sales. They’ve been doing it for decades. I just think they’re the best.”