[Jewelry making - Article 00313] - Re: [Orchid] The Geller Opportunity

[MillsGem]

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    Dear David, Thanks for your reply. Overall, I think we may be
    talking about a much wider range of circumstances than would be
    appropriate for your generalizations. Again, I would point out that
    the operational differences between corporate mall type jewelers and
    small town mom and pops is astronomical. The overhead of the mall
    jewelers leaves them no choice but to charge astronomical fees for
    services. On the other hand, the mom and pops don't have payrolls,
    pay as little as ten percent as much for rents and  oftentimes don't
    have to advertise at all ! Furthermore the mom and pops have that
    priceless edge of being integral members of the community who can
    and do provide highly personalized services, You cannot begin to
    realize the image impact of being able to walk away from a fee for
    services when you know that the customer has just suffered a great
    personal loss such as a death in the family or financial
    catastrophe. Recently I learned of a pharmacist working for a large
    local grocery chain who was giving away an occaisional prescription
    to families who were down on their luck. He was arrested and taken
    away in handcuffs. 

    Your analogy about bench services being comparable to charges made
    by plumbers and  mechanics overlooks the fact that they have very
    high overheads and never take home the hourly charge. More
    importantly, these people rely solely on the services for which they
    charge whereas ther mom and pop jewelry store derives the bulk of
    its income from a variety of sales. Bench services serve to back up
    the sales. As for the astronomical incomes of traveling sales
    people....they can have it ! 

    It would be hard to imagine a more odious way to make a living.
    Believe me.... I am not pursuing a contentious path in exploring
    some of your generalizations. I merely want you to realize that
    there are a much wider range of considerations involved rather than
    assuming that high charges should apply to any and all.      Ron at
    Mills Gem, Los Osos, CA. 


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