I believe most customers do not understand. Repairs is the hardest thing for me, as I tell a customer looking to replace her lobster clasp it will be $60, and she was expecting it to be $20. I always acknowledge that gold prices have reached incredible heights, however people seem weary. I also have a lot of customers looking to sell old gold, or complaining about how they should have kept old gold. The prices are definately affecting my buying habits, in these times you must buy smart. That's the key to success.

SELLING GOLD BY THE GRAM...............MIGHT AS WELL OWN A PRODUCE MARKET AND SELL POTATOS! YOUR PIECES SHOULD BE DISTINCTIVE ENOUGH THAT WEIGHT IS A NON FACTOR!

I have frequented your Florida location, and yes, your store has a challange. When you surround yourself with competitors who place items on the scale and promise the customer the best deal around, whatelse can you expect your customer to say other than "how much are you charging per gram?" Jewelery should not be sold as a commodity...We don't buy clothing, paintings, autos,computers by the pound. We don't walk in a restaurant and ask how much a pound we are being charged for a piece of cooked salmon! Unfortunately, your customers are being trained by your competitors who have resorted to this method of selling because its the only way they know how to keep a customer. Develop a strategy,that allows you to stick to your selling principles.The strategy should also have an option that might have you consider moving from that shark infested environment. Marc Cohen