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Be Focused and Think Local
May 7th, 2013
by Bill Boyajian

The challenge of running a jewelry store – or any business, for that matter – is the temptation to be all things to all people. Unfortunately, that strategy is fraught with danger and is doomed to fail. Instead, you need to decide who you want as your customer and formulate a plan of how you’re going to reach them.

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Fifteen percent of the people in your area control the majority of total discretionary income. Unless you are exclusively bridal-oriented, that should cause you to think long and hard about who you need to cater to. Fine jewelers must focus on people with wealth in the community, market effectively to those people, and carry the type of merchandise they want to buy. Salespeople, in turn, need to know how to sell quality items to affluent customers.

None of this can be accomplished overnight, but you need a plan, a roadmap, to get you there. If you can develop that plan, do it. If you can’t, get the help you need to develop it. Without a plan, any road will lead you to where you think you need to go. You must be focused and think local to become the best jeweler in your community.



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“I needed help orchestrating a succession plan for our business. I had heard that Bill Boyajian specialized in assisting owners to transition their business to the next generation. He knows how to bridge the generation gap and deliver what each needs to hear. I would recommend Bill to any business owner who needs advice on succession planning from a trusted outside professional.”

–Charles Denaburg,
Managing Partner,
Levy’s Fine Jewelry
Birmingham, AL

"Our family needed some guidance on business transition and succession planning. We asked Bill Boyajian to help us because we knew we could trust him to tell us what we needed to hear. Bill became a valuable resource for our company and our entire family. He has the ability to meet each of us where we’re at and it has served us very well."

–Ceylon Leitzel
Leitzel Fine Jewelry
Hershey & Myerstown, PA

“We needed a plan to transition our business to a non-family member and we asked Bill Boyajian to help us. His experience in the area has really paid off, but we didn’t expect the added value of putting us together with a financial planner who helped organize our retirement needs. We now have the fundamentals to transition our business successfully, and we have Bill to thank for it.”

–Ernie & Debbie Cummings
Kizer-Cummings Jewelers
Lawrence, KS