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Don’t Forget the Magic!
September 25th, 2013
by Bill Boyajian

It’s easy to take jewelry for granted when you work in a jewelry store or around gems and jewelry every day. We take the goods out every morning and put them away every evening. We sometimes forget that people walk into a jewelry store to see beautiful pieces for those they love for special occasions in life.

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As a jewelry salesperson, it’s important to leave our personal issues at home and be “up” every day when we walk in the store. Customers are looking to us for advice and knowledge about the precious pieces we sell. So it is vital that we give them a magical experience, one they will remember for years to come.

Salespeople must sell themselves before they can sell jewelry. They need to be well-groomed, creative, open-minded, and focused on what they are doing. They need to give individual attention to their customers and exude friendliness, sincerity, and confidence to each person they meet in the store.

So think long and hard about how you look and feel when you come to work and get behind that critical 18 inches of countertop. Your customers will feel the difference and you will see the difference in your sales.

Most of all, don’t forget the magic!



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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