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A fantastic way to get customers to understand the value and long-term investment in a piece of fine gold jewelry is to help them better understand the value of gold.
PricedinGold.com is the place to click if you're looking for some really creative comparisons.
You might have to elbow Ron Paul fans out of the way to get there, but it has such — ahem — gems as: Yale University tuition, room and board prices in gold for the past 100 years. Its price in 2009? About 56 ounces.
Or, how about this: Gasoline prices in gold are near historic lows!
Have a look, play around with the numbers, and you're certain to come up with a few lines to suit a sales presentation.
Ralf Kircher is Group Executive Editor for SmartWork Media, overseeing INSTORE and INDESIGN magazines. He thinks the perfect jewelry-store experience is one that doesn't make him feel like the bumbling romantic his wife knows him to be.
Website: instoremag.com/ 
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