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

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out