You’ve Got It Custom-Made at Carroll’s Jewelers

The Fort Lauderdale store shines with specialized service and at-home atmosphere1. How do you differentiate your store from the competition?By providing great service and customization. We’re on a street with 20 to 30 clothing shops; every one of them carries jewelry. People think jewelers only compete with other jewelers. My other competition is art; there are a dozen art galleries on the street. A woman is going to spend disposable money on her kitchen, bathroom, or art. We do a lot of custom work. Women come to us for [jewelry designer] Mark Schneider, because no one else has anything similar in the area. But we always customize the pieces a bit. We recently did black diamonds on a ring. You can’t go to a Zales and have someone ­custom-work your engagement ring.2. What advertisement promotions have elicited the biggest response, and why do you think they worked? works

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