The Ten Commandments of Jewelry Retail

1. You shall not covet your competitor’s marketing…however, his manager is fair game.

2. You shall forgive the Diamond Promotion Service for their trespasses –
and the right-hand ring.

3. You shall not murder – specifically manufacturers you’ve supported for years– supplying Blue Nile.

4. You shall not forsake your own brand for the sake of others. Go forth and tell big brands that open their own stores, sell to competitors down the street, and have unreasonable buy-ins to put their brand where the almighty sun doesn’t shine.

5. You shall see the hand-writing on the tablet and adjust thy businesses accordingly.

6. Honor thy mother, thy father, thy brothers, thy sisters, thy daughters and sons, but thou shall never have them design your company web site.

7. You shall not fall in love with your inventory. In other words, thou shall throw stones – right into a refinery vat, a new setting or clearance sale.

8. You shall not cast aspersions on customers who seek the Everlon pendant at
Sam’s Club.

9. You shall be delivered from temptation; not attend every buying show – only to place your order with the same vendor you’ve used for twenty years over the phone.

10. You shall not take the Rapaport Diamond Report’s name in vain.