Why This Michigan Man Is S’mitten With Jewelry



Give Bernie Ochs a hand. After 25 years, he’s still investing in his staff and community.1. What was your single most successful promotion?About four to five years ago, we started sending out Christmas cards with $50 gift cards to 3,500 to 4,000 customers. The only stipulations attached to redeeming the gift cards are that they have to be applied to a purchase of $100 or more, and they need to be used by Dec. 31—although we’re somewhat flexible about the redemption date to accommodate busy holiday schedules. Since we started this program, people have responded very well, with a 20-plus percent redemption rate. Customers bring in family and friends to get in our database just to receive our Christmas cards. And it generates lots of good will and friendship in the community.2. What’s your most memorable sale?In the early 1990s a woman came in and told me her husband was interested
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