[Jewelry making - Article 00009] - [Orchid] The Geller Opportunity !

[MillsGem]

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    All, David Geller has put together an extremely well thought out and
    coordinated approach to maximising profits in the service sector of
    the jewelry industry. His approach takes in to account the presumed
    costs of doing business in the average jewelry store. The slant is
    that of a typical old line, multi-employee and, probably, corporate
    entity which is doing business in a typical high rent milieu. 

    I don't think that I would be far from wrong in assuming that most
    of the Orchid subscribers are in another category.....that of the
    small time independent jeweler and or artisan. As such, Geller has
    created a wonderful opportunity for us in that he has influenced the
    pricing strategies of those with whom we compete. We all know that
    one of our principle advantages in this scenario is the fact that we
    typically have much lower overhead and can thus price our services
    accordingly. While the mall store charges twenty-five dollars for a
    given service we can get along very nicely with a fifteen dollar
    charge. 

    I don't doubt for one minute that the outrageous charges that some
    of the mall stores impose are without justification. When you
    consider the fact that they are paying three to five times the rent
    PLUS having to pay a percentage of profits or sales PLUS having to
    pay common fees for insurance, maintenance, promotion and taxes, you
    realize that they have a big monkey on their backs. Add to this the
    fact that they are often required to be open seven days per week, 12
    hours per day and you can see that their charges may not even be
    high enough to assilimilate even the fixed operating overhead.! In my
    opinion there has never been a better time to be a small time
    jeweler....we have minimal overhead, personalized service, keep the
    money in the community and charge much less for our services. We
    know our customers on a first name basis and we attend the same
    social functions. People trust us and know we will be there when the
    need arises. Thank you David for making us more competitive !    Ron
    at Mills Gem , Los Osos, CA. 
 

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