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Now he says the store is building its jewelry business, and charms are its latest move. Kagin started with what has proven to be a particularly attractive niche christmas links of london sale, inspiring a loyal following. “We carry 100 breeds of dogs in charms,” he says. “People will travel a great distance for them. They’re very emotional about their dogs.” In fact xmas links of london , the store has become a full-scale destination. “We are not in a traffic location,” he says. “We do not get one person a year who is a walk-in.” Kagin advertises heavily, promoting his charms with ads in four local newspapers, offering a sterling silver bracelet with seven charms for $195. It’s not a loss leader — the price is roughly the same as if the pieces were purchased separately sweetie Bracelet. “But it’s a good deal,” says Kagin. “People respond to the perceived value.” The big payoff is that charms promote business, since charm fans collect them and receive them as gifts. Through the success of the dog charms, Kagin learned that categories inspire the most repeat sales. “When people take a trip or travel, they buy a charm to commemorate it links bracelets,” says Kagin.

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