Wake-Up Call

The JCK Show ~ Las Vegas will present a new face this June. Improvements—including grouping exhibitors according to product categories, color-coded sections, and more cafés and restaurants—will make the show easier for retail jewelers to work. The changes, based on research within the retail community, have not been well received by many of the exhibitors who have been relocated to new positions. They fear that their "walk-by" traffic and opportunity to do business will be negatively affected. Such a perspective is a testament to the lack of marketing acumen in this industry. It's as though an exhibitor's success at the show depends solely on location, and that retailers shop the show by randomly cruising each aisle, finding products by happenstance. The Diamond Trading Company has a new initiative to focus the attention of the diamond community on the need for marketing. The
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