Thriving in Troubled Times: Charity Marketing Draws Customers, Builds Sales

Let's be clear right away: The jewelers in this report who actively support charities don't do it for the business. They do it, as one said, because “the more you get, the more you should give back to others.” Still, their businesses—all family-owned independents doing $1 million to $2 million a year, in markets with a radius of 20 to 30 miles—are affected by their good works. All have seen sales, customer lists, and community awareness rise following charitable promotions. As the ancient wise man Confucius put it, “He who wishes to secure the good of others, has already secured his own.” In the following reports, three jewelers discuss their charitable efforts. “We use our business to do things for our community.” The store: Jewelry Creations, a 27-year-old family-owned store in Dover, N.H., with 10 employees and $2 million a year in business. We spoke with co-
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