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 multilingual industry-related words to improve his search engine rankings. More important, he and his staff rely on Google Analytics to monitor the ad words’ effectiveness. But all this focus on technology hasn’t dulled Dikes’ personal relationships, which he helps fine-tune with clever and creativ

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