Jewelers and consultants often say you shouldn't keep inventory around longer than a year. If it isn't selling, it's time to clear it out and make space for something else.

But Gene the Jeweler, a fictional character created by marketing specialist Jimmy DeGroot, doesn't see it that way. "The older the better" is his motto.


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If a piece has been around for 12 years, it's 12 times as valuable, in his view.

Gene, as it turns out, has a habit of getting emotionally attached to his products.

Watch the video:

 

JIMMY DEGROOT is a jewelry store manager who has been in the business for over 20 years. Now he spends his time training teams around the world at jewelrystoretraining.com and sharing marketing advice through his blog site at jewelrymarketingguy.com.