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Seems Pretty Dead Out There

Hi Mr. Jeweler:

It sure does seem dead out there right now.  Even on the Special Order side of our business, there is not much business activity.  My nightly prayers include hoping that the government will stop showering us with bad economic news.

On one hand, I wonder how people can buy jewelry right now.  With all the worries, I know a lot of well employed people who have had not income changes, but still have stopped spending.  The bad feeling is so pervasive.

On the other hand, people still have occasions and women still love diamonds.  I see my wife's eyes light up when we talk about a new piece of jewelry for her.  People are getting married, birthdays still roll by, anniversaries are celebrated, so the occasions are there to buy jewelry.

How do we remind people that jewelry is a long term purchase that pays long term dividends.  Maybe we can remind our customers of the depression and pre-depression era rings that are still in our families.  Or that good times come and go, but our relationships and remberances and memories stay with us, generation after generation. 

Diamond jewelry lasts longer than generations.  Remind the customers that their purchases will be loved by their grandchildren.  Run an ad:  For Your New Wife, For Your Grandchildren or Diamonds Stand The Test Of Time.  You get the idea.

Hansa Diamonds is here to help you sell merchandise that you don't ever have to own.  Show our catalog to the customer and let them select. 

I raise my glass to the future.  My children are so gorgeous, how can it not be bright?

Love,

Andrew Fox, President

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