Dear Customer

Gary Hill believes communication is the key to business and personal success. And one of the most effective ways for retail jewelers to retain the loyalty of their customers is through one of the simplest and least costly forms of communication: the letter. Hill, president and owner of Leo Hamel & Co. in San Diego, says the letter-writing program he employs has helped his jewelry business grow from one store to two, increase the space of the original store from 2,000 to 10,000 square feet, and grow from $3 million to $12 million in annual sales. “We graph it weekly,” Hill told a group of jewelers during a seminar at the Jewelers Executive Conference in Kansas City, Mo., held April 1 and 2. “You put your letters-out graph next to the gross-sales graph; if you see a spike in the letters, six weeks later you’ll see an increase in gross sales.” Hill has his salespersons w
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