[Jewelry making - Article 00222] - Re: [Orchid] The Geller Opportunity

[David Geller]

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Hi Ron

    Thanks for your post 

    Many folks don't need to advertise and I certainly wasn't directing
    this to you as I know you don't need to advertise. 

    I travel across the country to store and small towns are not immune
    to competition. I visited one small North Carolina town with 100,000
    population and 17 jewelers. 

    Let's say YOU are the main guy in your town. You enjoy a good
    reputation and based upon that you don't need to advertise. If I come
    into town and you and one other guy are the jewelers, I will
    certainly need to advertise otherwise I won't break into the
    community. 

    Advertising doesn't have to be expensive especially in small towns.
    But it should be budgeted. 5-8% of sales going to advertising and
    MARKETING will help a business grow. Your ideas for socializing are
    perfect and help round out a marketing scheme. We gave every
    charitable organization a 12x10 amethyst and a $50 gift certificate
    towards having it set as their silent auction. 

    You wrote: "yes, we all need to become self supporting and we all
    need to maximize our independence....but, making money is ONLY a
    means to an end, and that end is not that of just making money." 

    I'm glad you're making money and are happy with your income. But I'm
    sorry, most small jewelers struggle. I'm not looking to make bench
    jewelers millionaires. Firstly you'll never become rich at the
    bench. But shouldn't it compete with the salary of a plumber, car
    mechanic, top notch salesman. Did you know that the average salary of
    the jewelry sales people who carry bags and come into your store to
    sell you goods makes anywhere between $100,000 to $300,000 per year?
    Is their job any tougher than yours or requires any more skill than
    you've developed? 

    I always have people who think I'm "over the edge". But I don't get
    that from people who have received more money because of what I've
    taught them. 

    And yes, you should have a balanced life and spend time with your
    family. If you're struggling to keep up the work, working 10 hours
    or more a day and haven't taken a vacation, wouldn't it be nice NOT
    to have to work longer hours BUT make the same or more money doing
    it? 

    Making more money for every hour you work is in fact the key. 

    David Geller  

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