[Jewelry making - Article 00295] - Re: [Orchid] [Biztalk] Success in business

[Daniel R. Spirer]

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>      The price a store tacks onto selling your items makes them
>     unsaleable

    The price a store tacks onto an item it buys is there to pay for
    running the store and selling the piece. If I bought something from a
    supplier and sold it at the same price I paid for it than I would be
    out of business in a month.  This is why we laugh at the people who
    come in with their copy of the Rappaport price list and want to pay
    the price listed on it. It is not up to the supplier or the customer
    to determine the price needed to make a profitable sale as it varies
    dramatically from store to store.  If Gerry were paying the rent that
    I do and had the size operation that I do, he would need to run
    higher markups as well. 

    In effect, Gerry has taken himself out of the wholesale market and
    become a retailer.  As long as he can maintain his operation within
    the confines of his home (I believe he mentions working out of his
    home), and not grow to the point that he needs the following:  more
    employees, more insurance (besides his guns), more space, more tools
    and equipment, more marketing to pay for the larger operation, etc.
    he can continue to charge below retail prices for his product to
    retail customers.  When these things change he will be forced to
    raise his prices.  Believe me we don't charge what we do in our store
    because we are trying to rip anyone off.  We charge them based on the
    costs to us of doing business and a reasonable amount for our salary
    and profit. 

>          I explain to them all the hype and misinformation in the
>     jewelry industry.  I tell them which stones will retain their
>     value, which ones are wearable in  jewelry, I control the education
>     of the public. They hear my story  and not the hype of a marketer 

    Gerry, if this isn't marketing then I don't know what is.  What you
    are doing here is marketing yourself in a way that works for you but
    it is still 100% marketing, so get off the high horse about this
    issue.  If anything you seem to be doing an excellent job of
    marketing yourself to your current clientele by doing exactly what
    any marketing expert will tell you to do: sell yourself.  This is not
    a new idea, nor a unique idea to you, nor is it any different than
    what de Beers or Tiffany's or any of the chain jewelers do.  They go
    to the public and present what they sell in a way that works for
    them.  For you to presume that because you are doing it yourself it
    is not marketing is simply absurd.  So welcome aboard.  Join the club
    of jewelers who have found that when you find the right marketing
    niche you should pursue it and profits will follow. Daniel R. Spirer,
    GG Spirer Somes Jewelers 1794 Massachusetts Ave Cambridge, MA 02140
    617-491-6000 spirersomes AT earthlink.net www.spirersomes.com > 

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