Govberg Jewelers’ Philadelphia Story

Danny Govberg takes time to sell repair work and employee expertise at his watch emporium1. What one advertisement elicited the most response, and why did it work?What began as a modest print campaign in The Philadelphia Inquirer and local lifestyle magazines has been repurposed into radio and cable TV commercials. The message of “It’s a nice time to sell your jewelry” next to an image of my father exudes trust. The ad first appeared in 2007. In 2009, when those ­screaming “Buy gold now!” ads were everywhere, people knew [us] as the jewelry buyers in town. We’re here for the long term—long after the gold-buying craze is gone.2. What’s the best idea you’ve come up with for your store? Many jewelry store owners use sales to drive service. I’m using service to drive sales. My approach starts with taking the time to explain to [customers] why having repair work done at G

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