Growing In The Heartland: Bradley Gough Diamonds

Bradley Gough Diamonds in Ft. Wayne, Indiana is posting double digit growth in 2014 and there is a reason. Over the last few years Brad Gough and president Jennifer Brubaker ( above) have turned their firm’s focus and energy on dominating Ft. Wayne’s Bridal market. They started with the brands, going after all the best bridal lines, and now have over a dozen including Hearts On FIre, Verragio and Tacori. Then Brad Gough strengthened his diamond supply chain by building a closer partnership with his diamond suppliers like Ofer Mizrahi-OM Diamonds. ” You simply cannot dominate bridal with a weak wallet. You’ve got to have the right goods at the right price at the right time… That means right when your customer comes in your store. Just having the right goods in stock has improved our closing rate by 50%!” Brad explained during my visit in September. Third, he and Jennifer ramped up staff training on bridal with regular training by brand ambassadors. Finally, with our help at Freshley Media, he focused his advertising dollars on radio and now totally dominates the top stations in the market. ” Traffic is up every Saturday and we are seeing, most importantly, those younger guys with modest budgets…3 and 4 thousand dollar guys we had lost to lower end stores and mall jewelers. We have a better product and frankly better prices than those other guys. The message is really getting out” Brad explained. ” We don’t want to sell just the country club guys…we want to sell everyone. We believe every woman deserves nothing less than a Bradley Gough Diamond.” Well said…and well done!