Talking to Lisa Barrow of Barrow’s Jewelers in Toledo, Ohio

A no-markdown, no-commission policy has kept Barrow’s Jewelers going strong for 37 years1. What has been your most memorable sale?It was in October 2014 when we shipped a $10,000 diamond ring without meeting the recipient in person. The guy’s parents requested that he purchase the ring through us, and he was in the military and didn’t live nearby. So we corresponded by video on my phone, with me showing him the different mountings we had. We shipped it and I really felt like I nailed it. Turns out, he loved it. It was a 1.5 carat princess-cut diamond, and we could have put another $4,000 on the sale—he had around $15,000 to spend. But we don’t gouge our customers. He was happy, so we were too.2. What was your finest hour in the realm of customer service?We had a customer who went to a silent auction and bought a ring, and ended up being disappointed by the ­quality of the ston

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