THE PROFIT PICTURE Guild operations achieved markedly higher sales gains than other types of jewelry stores in 1994, based on the latest Jewelers of America "Cost of Doing Business Survey." But profitability was virtually the same for all types of jewelers. The 1995 survey, conducted for JA by Industry Insights Inc. of Columbus, Ohio, is based on statistics from 1994 and involves 247 companies in three categories: guild stores (mostly high-end inventory), independent stores (mostly midrange inventory) and chain stores (a business with more than five stores with mostly midrange inventory). Not enough mass merchants responded to warrant a separate breakdown. The statistics represent broad performance yardsticks against which jewelers can measure their own performance. "The primary purpose of the survey is to help JA members operate their businesses more profitably," says JA. "In orde

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