5 Questions for Montica Jewelry’s John O’Rourke

No longer a Southeast Florida secret, Montica Jewelry is determined not to fly under the radar1. What has been your most memorable sale?We had a very young lady—maybe 21 or 22 years old—come into the store one time. She was dressed nicely, but everyone was kind of blowing her off because they thought she was a kid. My father-in-law got upset that she was being ignored and went and took care of her. He spent several hours with her, showing her everything and anything she wanted to see. In the end, she ended up spending thousands of dollars with us. You need to treat everyone like they’ve entered your home. That’s what he did with her—patiently and with a big smile—and he was rewarded for it.2. What advertisement or ­promotion elicited the biggest response, and why do you think it worked?Every few years they increase the cost of stamps. One of those times, I wrote to all of ou

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