Watch Out! Part 2

Last month we explored the dichotomy between jewelry stores that sell some watches and watch stores that sell some jewelry and what it takes to close the gap. Watches should embody your jewelry store's style and commitment to service. Often jewelry stores carry too many me-too lines of watches found in mall department stores and big box merchants. If you're making money carrying some of these, congratulations. But if they represent entry-level lines in your store, you may be missing an important sales opportunity and tying up shelf space and inventory dollars. Even if you're making a modest profit on these commodity watch lines, you're sending the wrong signal to your better customers. It's time to get out of your comfort zone and bring in fresh new product. Ask your sales associates if they like selling hum-drum watches. These products seldom have notable designs or interesting feat
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