Giftware: Successful Selling Strategies

Here's how five jewelers turned their giftware departments into profit-buildersJewelers who turn their backs on giftware sales may lose out not only a potentially profitable market, but also on opportunities to sell more jewelry.Here are the stories five jewelers who see giftware as a critical part of their business. And after reading the case histories, look for the new-product section.THE LLADRO LURE: BAIT TO BRING IN SHOPPERSWhen you first walk into Rostand Fine Jewelers in Sunland, Cal., you might think "what's a nice store like you doing in a place like this?"Your first view of the interior is a series of wall cases with names such as Rolex, TAG Heuer and Omega. As you peer beyond, you see cases and shelves filled with fine porcelain figurines and quality crystal. But the store is in a small blue-collar community about 25 miles north of downtown Los Angeles. It sits in a strip shopp
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