Why Valentine’s Day is more important than you think

Resident columnist Leonard Zell explains how to advantage of the ‘day of love’ and increase your sales and customer engagement

Too many jewellers look at Valentine’s Day as just another day to sell more jewellery than they would on an average day. They prepare for it by making sure they have enough heart-shaped jewellery and perhaps more diamond stud earrings then usual and that’s about it.

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