RETAIL : Costa Mesa Jewelry Store Owner Uses Phone to Fight Back Against Recession

Michael Watson refuses to sit still while the recession takes a bite from his jewelry business.

Watson, owner of Gallery of Diamonds in Costa Mesa, said he and his three-member staff are “cold calling” as many as 50 potential customers a day. Most the time, they reach only an answering machine or else no one picks up the phone. But about 10% of the calls make their way to people who might be interested in purchasing jewelry.

Watson has also tried direct mail--but with a twist. He sends birthday cards to every customer and, if appropriate, their spouses. The cards contain no advertising but are a not-so-subtle reminder to patrons that their jeweler cared enough to remember the occasion.