Why Betting on Kentucky Jeweler Shelia Bayes Pays Off

Shelia Bayes knows firsthand: Never underestimate a customer or a businesswoman1. Which advertisement or promotion elicited the biggest response and why do you think it worked?We spend a lot of time—usually over drinks—coming up with creative ideas for advertising. We try to be fun and creative and not always so serious. We did a whole series of ads in local magazines with different brides where we told the story of the ring. We have pictures of the bride with me, a picture of the ring, and a little blurb telling the bride’s engagement story. It’s something people have asked to be put on a waiting list to be a part of.2. What has been your most memorable sale?Last year, a client I had become friends with invited me down for her 60th birthday. It was on a yacht and House Speaker John Boehner was there. The client had always wanted a canary diamond. I told that to her husband, and

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