Talking to Bob Klose of Images Jewelers in Elkhart, Ind.

Branding has been king from the beginning for this Indiana jeweler1. What one advertisement or promotion elicited the biggest response?We gave hundred dollar gift cards to local businesses that had customers like ours: the dentist, the guy who worked on my car. It brought us a good amount of business for four or five years. We also did a one-day bridal event where we sold 10 bridal sets in four hours. You never sell 10 bridal sets in four hours. We promoted that event on short-term billboards and through radio and TV. We also did direct mailing to people on our lists. Sometimes on these events you spend as much money as you take in. But you’re planting seeds all the time.2. What was your finest hour in the realm of customer service?We had a customer who ordered a custom pendant with a 3 ct. diamond. We didn’t know when we started making it, but we found out from a grandparent that it

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