Innovative Retailer: Weston Jewelers

Ed Dikes’ high-end store welcomes one and allBeing hailed as a retail role model by Richemont, the luxury group behind Cartier, Van Cleef & Arpels, and other illustrious brands, is just another day for Ed Dikes, owner of Weston Jewelers in Weston, Fla. One look at his proactive marketing strategy explains why. Dikes’ high-end, brand-driven store is a magnet for luxury customers thanks to its rarefied inventory of jewelry and watches; but his affordable, fashion-forward ­jewels attract younger shoppers, too. Dikes is buying Google AdWords using a variety of brand names as well as multi

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