Building an Identity for Your Store Relationships are a key element in this industry. A successful store is built upon relationships with consumers, and these relationships are based on trust. Trust is a function of personal reputation, fair and truthful dealing, and good communication with present and potential customers. Two jewelers near my home exemplify the kind of trust needed to succeed. Both stores have tapped into the concept that this business is truly different. They’ve developed local brand-building tools to help them differentiate their operations from those of other jewelers in the area. Barry DiNola is the owner of Yardley Jewelers in Bucks County, Pa. For many years, he has sent a newsletter to his customers. It’s a simple, personal, chatty, informative four-page publication that’s fun to read. It provides useful information on a current issue in the trade, su

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