Million Dollar Men

Both David Fairclough Fine Jewelers and Perry’s Emporium post million dollar increases.

In the last 12 months both David Fairclough Fine Jewelers in Toledo, OH and Perry’s Emporium in Wilmington, NC posted increases of a million dollars. Let that sink in for just a moment.  A one million dollar increase….in one fiscal year. I can remember when doing one million a year in total business put you in the big leagues. In 1993, in the early days of Freshley Media, most of our clients started at under one million a year. My how times have changed.

David Fairclough’s story is one of steady, persistent pursuit of his market position as THE diamond store in  the Toledo market. After joining our group in 1998, David completely embraced that vision and started his now famous radio campaign with us. Steady conservative growth lead to building his new free standing store, known as “The Castle”, becoming Toledo’s exclusive Rolex jeweler and earning clients like radio personality Glenn Beck and “Best of Toledo” awards.

Alan Perry’s story is more like that of the phoenix. Having turned around his company 5 years ago by getting control of his inventory and being early into the gold buying trend, he joined IMG two years ago with this challenge to me “Let’s build the biggest  fine jewelry store in eastern North Carolina”. By investing his gains from gold into retail he is doing just that. In the last two years, Perry’s Emporium has increased diamond engagement ring sales alone by over one million dollars! More amazingly, this years total million dollar retail gain does not include one penny of gold buying…it’s all good old fashioned diamond and jewelry sales!

Here is what these two Million Dollar Men have in common. Market dominance. Both are the dominant jewelry advertisers in their market. They both have invested heavily in their brand by staying on the air, fighting for the mind of the marketplace. My friends, there simply is no other way. To the average consumer, all jewelers are pretty much the same. It is you who most change the way they think. Change the way they think, and you can change the way they spend money. If you are not “Top of Mind” you are out of the mind. You do not exist. Every jeweler in our group with a market dominant strategy is growing… every single one. They also are posting significantly higher gains than those with a conservative marketing approach. We manage the budgets and see the sales results and these two million dollar increases are stunning, bankable proof.

Holiday sales are off to a strong start and I expect jewelry sales to be up well above last year. For those who are investing in that increase with strong advertising…well lets just say I fully expect that we will have more Million Dollar Men and Women yet to come!