JCK 5: Blue Water Jewelers

Robert Nettles woos customers with diamonds, kissing contests, and fresh-baked cookies1. Tell us about a nightmare scenario you turned around to save the day. A young bridal client lost her Rolex at the beach—the watch her parents gave her for high school graduation. [As she was about] to confront her parents and replace the watch, a metal-detector enthusiast came in with a women’s Rolex, wondering what he could get for it. I told him about the woman’s dilemma and asked if he’d be willing to do the right thing. Based on an appraisal we did on her Rolex years ago, I read back the serial numbers we had on file. That clinched it. The client came to the store, claimed her lost watch, and gave the man a reward for recovering it. 2. How do you differentiate your store from the competition? Although we’re new, we have many features more established stores don’t—starting with a wat

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