Why Clients Feel Comfortable Giving Retailer Van Alexander Their Jewelry in a Restaurant



Clients are so comfortable with Van Alexander they give him their jewelry in restaurants1. What one advertisement or promotion elicited the biggest response, and why do you think it worked?Several years ago we did a series of TV commercials because cable was really affordable. We ran them consistently for 12 months, just saturating the network. It was amazing to me how much response we received. Customers would stop us in restaurants and say, “Aren’t you the Alexanders?” If we kind of knew them, they’d give us a repair to do on the spot. It was wonderful.2. What was your finest hour in the realm of customer service?This is a sad story. We had a customer who lost three grandchildren in a fire. The lady’s jewelry was all ruined in the fire, too. She brought it in to us and we cleaned everything and repaired or replaced frosted and burnt stones. We went through every single piece.
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