Rockin’ Into the 21st Century With Robbins Diamonds

Jerry Robbins of Robbins Diamonds in Philadelphia says he's too old to race full speed into the future with his successful jewelry business. But at the age of 69, that's exactly what he's doing. In May he opened a 5,600-square-foot superstore to go along with his four other stores—including two superstores—in the tristate region of Pennsylvania, New Jersey, and Delaware. (Superstores are designed to generate $5 million to $10 million in annual sales.) The business is also changing direction from bridal specialist to full-service jeweler. But the most obvious change to the people in the Philadelphia region will be a new adaptation of the store's famous advertising campaign. For more than 30 years, that campaign featured Jerry Robbins and his brother, Ron (who retired a few years ago), backed by the '60s pop group the Dovells, singing and dancing to hit songs of the 1950s such as

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