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Lighthouse Point, FL—JR Dunn Jewelers has been named as the 2012 “Retailer of the Year” by the ExSellerate Retail Development Group. ExSellerate presents its annual award to the retail organization that has demonstrated customer relationship competencies and skills exceeding industry best practices. Execution of these criteria must have resulted in exceptional levels of sales and service. At left, ExSellerate CEO Terry Sisco is pictured with jewelers James and Ann Marie Dunn.

On March 31 and September 22, 2012—two unlikely days to generate extraordinary amounts of business in the jewelry industry—JR Dunn Jewelers generated sales greater than any single day in its 40-year history, without selling a single item priced above $100,000. Even more amazing was that this was accomplished without the purchase of any external advertising.

“The difference between a top-performing organization and a second-tier organization boils down to two things: talent and execution,” said Terry Sisco, CEO of ExSellerate. “There are so many exceptional stores throughout the country. This award recognizes the talent at the store who, throughout 2012, provided their clients with flawless execution of both quantitative and qualitative customer service measurements above all others.”

“While our business was already good, we felt that the opportunity existed to perform at a higher level if we could teach our people to more effectively connect with their clients,” said Jim Dunn, owner of JR Dunn Jewelers. The jeweler instituted ExSellerate Retail Development Group’s “Retail Client Relationship” training initiative. “As a result of their program and the fact that they held people at all levels of the organization accountable, I can honestly say that our people and our business have been transformed.”

From left, Sean, Ann Marie, and James Dunn.

Sisco says record-setting sales are great but temporary, while sustainability comes from learning to execute in a way that makes every customer feel significant at every interaction. “This is what converts a one-time customer into a long-term raving fan,” he says.