Marketing Your Estate Jewelry Department

[Mark Ebert is president of Ebert & Co., a supplier of antique and estate jewelry in Los Angeles, Cal. A Certified Gemologist of the American Gem Society and a former instructor of gemology at the Gemological Institute of America, Ebert lectures frequently on gemology and antique and period jewelry.] Your estate department, if well-marketed, could be one of your highest profit centers. Why? Opportunities exist to buy estate jewelry wisely. In turn, this allows you to price for greater profit than in other departments, to promote uniqueness and to avoid customers who comparison shop. But the success of your estate jewelry department depends on your marketing savvy. Here's what you should understand about who is interested in estate jewelry, as well as how to display, merchandise, sell and service it. Who buys estate jewelry? The myth is that middle-aged, rich women are the o
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