Perry’s Emporium has a blow away start with IMG

The Cutting Edge

Congratulations to Alan Perry and the whole crew at Perry’s Emporium in Wilmington NC. Since November this jewelry superstore with 18 full time employees is up over 32% and that number is accelerating! Even more amazing that figure does not include a penny of gold and estate buying, a business that Perry’s Emporium dominates in Eastern North Carolina.  To that point, one of the direct benefits to the gold buying business is that it has given Perry’s a market dominant advertising budget that Alan is shrewdly leveraging to explode his retail business. As a Hearts On Fire retailer, our push now is total domination of the diamond engagement ring business, leveraging both is new and legacy diamond stock to really own the market.

Alan, who is never shy about promoting his store, even offers his Rainy Day Guarantee. He self insures each diamond engagement ring so that if it rains on the customer’s wedding day, the customer’s ring is FREE! Yes it’s bold and gutsy, but then again…that is Alan Perry. As you can guess, Alan is also a natural on the radio with a deep baritone voice, and a warm, folksy Eastern Carolina accent.

What’s Alan’s secret? While others were lamenting tough times, Alan who has been through tough times before, saw the real opportunity in the Great Recession. He started aggressively buying gold two years ago and as soon as he started getting some traction he invested in adverting to drive that business…even doing TV spots in the depths of the downturn, along with full page Newspaper ads. His bold move paid off even netting him local news coverage which really kicked the gold buying into high gear. To this day Alan maintains a full time gold and estate buyer on staff servicing a steady stream of sellers. The biggest side benefit has been that his name recognition and share of market has exploded. He was adverting when his competition was totally silent! Perry’s Emporium is by far the largest jewelry advertiser in Eastern North Carolina. Alan is not wasting a penny, investing that money and momentum right into his Perry’s Emporium brand as eastern North Carolinas largest fine jeweler.

There’s a lesson in here for all of us. Tough times make the man (or woman). It’s what you do when faced with adversity that will determine you success. While most became depress and frustrated by the Great Recession of 2008-09. Alan Perry turned his energy to meeting the challenge. He adapted his business model to realistically embrace the times. He didn’t let is ego and his insecurity keep him from delivering the services that consumers were calling out for. In good times people want to buy. In tough times people want to sell. Alan figured out that being there for your customers, whatever the need is what a great jeweler does. He is being handsomely rewarded.

Izzy redefines the Asscher

The man who invented the princess cut diamond, Israel “Izzy” Itzkowitz,president of Quadamas, has given it a classic twist and created a modern classic in the process, the “Asscher Cut Princess”. According to light performance test results all the parameters are “Glued” to the max. on the Ideal Scale, in other words, it is the most brilliant diamond in it’s category. The Asscher Cut Princess is exactly that, an Asscher on the crown and a Princess on the pavilion. The result is a dazzling classic that can not be shopped or found in the internet.

Now, the Asscher Cut Princess is not for the budget conscience consumer, it is for the customer who wants a truly rare, collectable diamond.

Here are a few Izzy has just off the wheel:

  • 1.76  F  VS2  Ex.  VG … cost $7,900  p.c.
  • 1.04  G  VS2  VG  VG …  cost $5,760 p.c.
  • 1.03  G  VS1   Ex.  VG … cost $5,960 p.c.

Izzy is bold about the role his new creation plays in the marketplace, “As a Leader you need to walk paths that never been walked before” He shared with me last week. “Selling Rolex or Yurman is a no brainier these days, but creating them, shows leadership!”

For more Call Israel “Izzy” @ 213-400-0880 or email him at israel@quadamas.com . He is a prince of a guy and easy to work with.

Have a Great Week!