JCK 5: Patrick Pugh, the Prince of Zanesville

Grab a cup of coffee and cozy up to the cases at Pugh’s Diamond Jewelers1. What is your single best money-­saving initiative?For fiscal year 2010–2011, I decided to cut my advertising budget from 8 percent of sales down to 5.5 percent, or $60,000. We’re still using TV, radio, and print, just not as much. The focus now is more on new media outlets. Our online presence is coming together on Facebook with a “main site” feature that mimics the look of our main website’s home page with the same content features and links. The shift also includes ­e-newsletters, email blasts, and more direct contact with customers by phone. In the lead-up to two of our main customer events, our employees are literally making thousands of calls to customers.  2. What ambitious goal do you have for your store?We’re looking to grow our business 10 percent each year. To accomplish this, one of

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