Every day we make choices and decisions based on price, quality, speed, comfort and other reasons that make us choose why we do business with one company over the other.

There is one thing for sure, the extra cost for quality, dependability and peace of mind will always trump the low cost commodity. In today’s time and era literally everything has become a commodity. From the dentist office to air travel to even food. Walmart has gained its popularity in the presumption and many times being the lowest price in many things. The jewelry industry is one of the highly commoditized businesses as well, I face every day on how we can differentiate ourselves , how and what sets us apart.

I share with you a recent experience when I flew Frontier to to Los Angeles on a business trip. Despite the fact that I took the earliest flight to California our flight was not only cancelled and we weren’t notified with no agent at the gate 10 min before boarding. Customer service at the check in counter was not even close to being courteous and the 1-800 number that I called to find a different flight kept me on hold for an hour and fifteen minutes with a recording that said my wait is 7 minutes every 10 minutes. Waiting patiently with zero to none customer service I rebooked my flight to California with Southwest on my iPhone app within minutes and arrived for my business convention right on time (talk about convienience). On my return flight from L.A. Frontier would charge me $1.95 for a small cup of soda or juice that is provided as service with others. It surely made me think of the important questions. What is the price for DEPENDABILITY, RELIABILITY AND PEACE OF MIND ? The hundred dollar difference between Southwest and Frontier caused more agitation and frustration than what it could have been if I choose the service of a company that keeps customer service , Quality, Dependability on the forefront.

So, the important question to ask and consider is when you need a company to deliver on a timely fashion, get you to your destination on time, or provide exceptional service and peace of mind who would you choose? More often than none it’s not going to be the Walmarts or the Frontiers of the world, but the slightly expensive company that provides a valuable and pleasurable experience at a marginal cost difference.

I know the difference of what DEPENDABILITY, RELIABILITY AND PEACE OF MIND looks like. I hope you do too with the many choices we all make everyday. There is a reason why Apple, Southwest, Starbucks, Zappos, Target, Chipotle, Quick Trip, Verragio & Tacori are the leading pioneers in their industry.

Here is a quick hint and a great way to choose a business that will always be ahead of the curve and will always deliver more than minimum: LOCAL, FAMILY OPERATED, PRIVATE ENTERPRISE, A COMPANY WHERE EMPLOYEES ARE PUT BEFORE CUSTOMERS (happy employees make happy customers) . These operations are hungry for success and value EACH AND EVERY CUSTOMER that comes their way. I speak for them as I am one of them. I know them and know how we value every soul that we touch.

Think again the little difference, the marginal cost of a Verragio or Tacori vs a Chain Store price on the look alike ring and think again who will deliver QUALITY, DEPENDIBILITY, RELIABILITY AND PEACE OF MIND.

I’m going back to sharpening our pencil on how to be exemplary and provide more than minimum. The best advice I ever got was “It’s all in the Extra Mile”

Akshay Anand
Passionate Jeweler of a 6 Generation Family Owned Business
Overland Park, KS