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Toledo, OH—You can always find a good metaphor in sports. One in particular is the notion of playing above your level.

I have to say that in my experience, this was always true. In my younger (I'm actually going to move and do something) years, if I played a tennis player who was better than I was, I actually played a better game of tennis. If a newbie was across the net, I definitely turned my energy down a notch. In golf, just about everyone short of the person who just picked up a club for the first time, is better than I am. So I find myself getting a bit frustrated, but on the other hand, I always walk away from the round thinking that at some point of my life, I'm going to be better.

Here comes the metaphor: At a certain point in time, if we all buy into the notion that the only thing we can sell in this economy is silver and beads, as fine jewelers is that what we will become?

Every big, bead brand was mobbed at the JCK Show this year. The daddies of all brands (we know who they are) had to have been giving them away! Otherwise, there could be no rational answer as to why jewelers were three-deep just waiting for a representative.

You're playing down to a lower level, aren't you?

My concern is simply this: At some point, it might end up being the only way you know how to play. Excuses aside, if you continue to play (and only play) with brands and products that do not meet your skill level, your skill level will diminish.

Resting the metaphor for a moment, if you concentrate on inventory that is under $350, your customer profile will change. When the customer profile changes, inevitably, your staff will change. When your customers and staff change, your brand will change. And before you know it, your business—which I assume is a reflection of you—will change.

Bead-ware. Or someone will be saying game, set, match before you know it.

Ellen Fruchtman is founder and president of Fruchtman Marketing, a full-service marketing firm specializing in the jewelry industry. Fruchtman Marketing represents independent jewelers, designers, manufacturers and trade organizations throughout the U.S. You can reach the agency by contacting Ellen Fruchtman at (800) 481-3520; visit her blog or sign up for a free weekly newsletter at fruchtman.com. Fruchtman Marketing is a member of the American Gem Society.