Jeweler Looks Both Ways Before Crossing the Street

Tucked away in the back of a strip mall, Chris Graham's options for renovating and expanding wouldn't solve an even bigger problem: visibility. So when a fellow member of the local Chamber of Commerce approached Graham about renting his store across the street, the jeweler jumped at the opportunity. Staying in downtown Wayzata, a wealthy suburb of Minneapolis, was essential. Roughly 30 customers make up 50 percent of Graham's business. "I needed to bring in more bread-and-butter jewelry," says Graham. "I also wanted a safer business model of more affordable price points, more jewelry brand options, and giftware items as alternatives to the big ticket items." Graham didn't want to pack and move old jewelry, so he hired an inventory reduction/marketing firm to help manage a two-month moving sale. Word of the move and sale went to 7,500 customers
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