Approximately 50 percent of our new customers are finding us through our Google Business Profile.
Owner & Jeweler
Six months after owner David Lorenz moved Michael and Son’s Jewelers to a 7,500-square-foot store in midtown Reno, the city began a two-year construction project on his street. Then came the pandemic. Yet the store, founded by his father in 1983 and purchased by David in 1990, continued to grow. “We’ve just had our two best years,” David says. “We’ve increased our customer base 20 percent, and we’re projecting high revenue this year, which is impressive in our industry for a small family-owned business.” David credits this success to an emphasis on great customer service and omnichannel marketing involving direct mail, email, and online advertising. “I’ve always embraced technology as a way to help us reach customers,” he says, “because we’re competing not only with local brick-and-mortar stores, but with the internet.”
To drive more traffic to their website, the company started running Google Ads in 2019. “Our customers research online and then finalize their purchases in the store,” David explains. The strategy paid off: over the last two years, revenue has grown an average of 25 percent annually. “Thirty percent of new customers have come through Google Ads,” he says. In 2021, the company launched a Google Business Profile that has garnered a 4.9-star rating from nearly 500 reviews and generates about half of the store’s new customers. “When we ask people how they heard about us,” he says, “if it wasn’t through word of mouth or referral, it was through our Business Profile.” Looking forward, David plans to increase his online advertising budget and streamline operations with Google Workspace tools such as Gmail, Calendar, and Drive. “I see us only going forward,” he says. “In the 33 years we’ve owned this company, we’ve always had positive growth. We don’t just sell a commodity. We create memories.”