Daniel Gordon is more than just a jewelry salesman. As the president of Samuel Gordon Jewelers in Oklahoma City, he oversees every aspect of daily operations. Gordon became a fourth-generation jeweler more than 15 years ago when he joined the family business. It didn't take him long to find that he was particularly drawn to sales and began applying his skills to areas of merchandise buying, selling techniques and product information. He has furthered the company's success by implementing an approach to sales that focuses on customer service, individualized attention and personal connection. Since becoming president, he has also made significant changes in product mixes, buying techniques, sales personnel and marketing strategies. When he is not working on ways to increase sales and improve business, Gordon finds the time to share his thoughts on his personal blog, I'm Just a Jewelry Salesman, about life in the jewelry industry.

Why did you decide to pursue this career field?
I’ve always been drawn to the jewelry industry and I owe a big part of that to being born into our four-generation family owned business. While I was never pressured to come into Samuel Gordon Jewelers, I was always curious about what it would be like to pursue this career. I was also extremely appreciative of the fact that this opportunity was available to me. I really became interested shortly after I started attending college, and the itch to explore our family business was strong. It led me to walk away from school in order to focus on an in-store education. Part of me really wishes I had finished my degree, but looking back, the knowledge I've learned from experiences has been invaluable.

What type of preparation did you do to get into this field?
I began my career working in other fields as a requisite to earn the right to come in the family business. Once I entered the business, I started off working in customer service but quickly found my way into sales. While sales remain a focus for me, the nature of our family business has led me to expand my focus into buying, marketing and every other facet of our business. I did this by taking in everything around me like a sponge and then figuring out how to utilize that knowledge in my daily work. I learned by finding people that I respect, observing how they work and then coming to my own conclusions on which practices would work best for the company. Outside of my personal network, I also make it a habit to consume as much trade press as possible. It keeps me on top of what is happening in my industry and sparks ideas for improving the way we work.

What types of classes and projects did you have to do?
Considering my early exit from college, my experience was a bit more hands on. That said, I would suggest that someone in college who is thinking about entering the jewelry world (or any industry for that matter) try to identify what they want to do as early as possible. Once you have an idea of what you are looking to do, it will be far easier to identify the projects and classes that will best benefit you in your career. I also always suggest you balance the classroom with real world experience. For example, if you are considering jewelry, go work in a jewelry store in your free time. The right education paired with the right experience will give you a big lead over the competition. Taking the time to work in your field of interest will go a long way toward confirming your interest or it will help you realize that you need to refocus your education on other pursuits.

How did your education help you in your career?
With most of my education stemming from my experiences in the store, I found it was easy to think outside the box. My lack of a formal education in sales and marketing forced me to reach out into my network and into books to find the right balance of instinct and education. While I do agree education is essential, school wasn't the building blocks that led me to the knowledge and wisdom I've collected over the years. In truth, my best education has been the lessons learned through trial and error over the years.

What was your career path like in this field?
Starting in service really helped me understand the back end of our business. Looking back, I attribute so much of my success to the lessons learned in those early years. Next, I shifted into sales, an essential part of any jewelry store. Even though I had no formal training, it seemed I had an affinity for connecting our customers with our jewelry. By applying what I learned in customer service to our sales experience, I was able to set myself, and our store, apart from those who just aggressively go after the sale. While I still play a significant role on our sales team, my more recent focus has been marketing. I took it upon myself to learn how to buy ads for television, newspaper and radio. I formulated a marketing strategy for our events and promotions. All the while, I used the skills I had collected from my time in service and sales to help us make more effective decisions.

What types of skills is someone required to have to work in your position?
To work in retail on any level, you must be a "people person." I genuinely love meeting new people and strive to add something to the life of every potential client. You have to be willing to earn the business from every person who walks through your doors. You have to have the gift of connecting with others. It's a trait every successful business owner and salesperson either has or has learned to cultivate. Product knowledge is also a must. You have to know everything about your inventory, how it's made, what benefits are for each individual consumer. We no longer live in a "one size fits all" world. You have to be willing to put the time in to make each experience as unique as the person you are hoping to do business with.

What do you do on a typical workday?
As president of the company, I do a little bit of everything these days. I still sell to and service our customers. I plan and execute our traditional and digital marketing campaigns. I read the trade websites to educate myself and keep up with the latest developments in my industry. I handle all the buying decisions, ensuring that the products in our store appeal to our entire customer base and meet the expectations of our store. I also take the time to network locally, to continue to make new connections that help us to bring in new business. I also work with our team to help our employees grow, by encouraging them to use a combination of judgment and best practices to help improve our store. You have to have faith in your staff and you must treat them well. It will put you out of business if you don't treat your employees like your customers. Bottom line, I make sure to touch every aspect of our business on a daily basis.

Do you plan to advance to another position within your career field?
I will stay where I'm at for now. I know my strengths and am working on my weaknesses. I want to continue to focus on my strengths and improve in key areas where I may lack experience. When needed, I will look to make smart hires to fill in the gaps in the areas where I cannot be the best in.

What type of person do you think is best suited for a job in your field?
The beauty of jewelry retail is that it truly does take all types. You get a range of personalities when it comes to your customers and it is essential that this diversity be reflected in your staff. If a sales rep is gruff, they will do well with gruff customers. Introverts can sell the heck out of jewelry to others of the same demeanor. Outgoing people tend to do well with the same. The key is matching the right personalities, this can be a challenge as there are so many personality profiles, but having a range of staff will appeal to a wider range of customer. The only common trait, you have to genuinely enjoy people and look after their best interests at all times.

Do you have any advice for those who are looking to launch a career in your field?
If you want a career selling jewelry, please make sure you are in love with jewelry. This is a tough business and takes a lot of patience and passion. Many people looking from the outside in have a perception that the luxury goods sector is always a fun, happy and even an easy ride. While it definitely has its peaks, there are definitely valleys, especially in these trying economic times. I wouldn't be in this business if I didn't love it. Embrace the art, but please be careful to not let your passion get in the way of sensible business. We are in the business of making dreams, but you have to maintain a balance between your appreciation of the art and the need to sell your product. You have to find the right mix or you will find yourself broke, surrounded by shiny objects.