San Diego Jeweler Bill Collins Talks ‘Top Gun,’ Baseball, and Feng Shui



1. What has been your most memorable sale?We’re located just to the north of what used to be the Miramar air station, where they filmed Top Gun. Once we had a Marine who came in to buy an engagement ring, and, for one reason or another, he didn’t qualify for credit. The ring was $1,800 and he had some money to put down, but not a lot. A longtime client who was a Navy man himself saw what was ­happening and told us that he wanted to buy the ring. We were able to say to the young guy, “Our customer would like to thank you for your service and buy this engagement ring for you.” I think everyone in the store was crying or misting up.2. What one advertisement or promotion elicited the biggest response and why do you think it worked?We’ve been longtime advertisers—radio and TV—with the San Diego Padres. You have to find your niche when you’re advertising. I’m a sports nut, s
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