JCK Business Report

Making the Switch to By-Appointment-Only Sales It’s counter-intuitive: close your store to the general public and see your sales soar. But for some jewelers – typically those who attract affluent clients through personal networking – that’s just what happens. For instance, when Al J. Molina, president and chief executive of Molina Fine Jewelers, became a by-appointment-only operation in 1987, the results were dramatic. During the store’s first year of operating by appointment, sales were unchanged from the previous year. Molina focused on cultivating sales among the existing 90% of his clients who came to him through his personal contacts and referrals. Then Molina worked to build his affluent customer base through personal networking by his entire sales force and maintaining a luxurious atmosphere. The store features eight private mahogany-paneled sales offices, workin
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