Why Paul Knappett of Ontario’s Knappett Jewelers Says, “Just Be You”

For this Ontario jeweler, success is working hard and living your dream1. What’s your most memorable sale?A few weeks ago a customer came in and wanted to redesign two rings. She had a 2 carat ruby and a 0.69 carat ­princess-cut diamond set into rings that didn’t show them off well. I sat down and sketched two designs. She saw a three-stone princess-cut diamond ring in my showcase, but said she never dreamed she could have one that beautiful. I supplied two more princess-cut diamonds to make one of her rings a three-stone ring. When she picked up the rings…she couldn’t hold back the tears. She works at the police station and showed everyone her new rings, [saying] what an amazing job Knappett Jewellers had done.2. What one advertisement or promotion elicited the biggest response, and why do you think it worked?One great promotion we did was a nine-hour sale that lasted a single

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