BUY A WATCH FROM CAPETOWN?
I am one of the few people in this world who can admit that they have enough money. Unlike most businesses that are controlled by bean-counters, my grand plan involves making just enough money to keep the status quo. Therefore, I have the luxury of continuing to grow the relationships we have become heir to by treating all of our clients like they are important family members. That is the legacy I hope to leave to my family and employees. Thousands of people trust us and understand what we can and can't do for them. We just want enough to pay the bills and to continue to build the kind of relationships we have enjoyed over the last three decades.
As far as I can deduce, here is why everybody does not buy from Capetown. I formed this company based on what I felt would be easily understood by the worldly type of people who buy expensive jewelry. It isn't just coincidence that our client list reads like a "who's who" of America's best and brightest. So, in the hospital I thought of how I could revise my business so that this large chunk of American audience would be sure to give us a real hard look. The largest problem we have is converting people under the age of 30. I don't know if it is the fault of schools or parents, but we have an army of mindless, soulless people roaming America that are scary. Because they are unfamiliar with the high-end jewelry business, they convert everything to numbers. They are completely devoid of perspective. They can't understand the difference between a traditional merchant who does not have a real commitment to treat his customers fairly, properly, and quickly and Capetown Diamond's Mission Statement. Then it occurred to me that maybe I could be of some help to these vacuous souls. Because of my environment, I feel uniquely qualified to help a willing person design a blueprint for his life. And because for many years I was a vacuous, soulless misfit myself, floating through the ether, I know what it's like for most of them. Lucky for me, I ran into a mentor. A Texan in his mid 60's who was a citadel of common sense. His name was Dr. N.J. Rogers who had a controlling interest in Caesar's Palace. Without his good advice, who knows where I would be today.
Hopefully, now that I am in my mid 60's, I can provide the same type of mentoring to some of you reading this website. I have been experimenting on my son, and he has prospered greatly.
After a close brush with death, I have had a tsunami of well-wishing from vendors and clients including US Senators. This humongous outpouring of support was totally out of proportion compared to what one would expect when running a commercial venture. Capetown is not a church or a temple, and I hadn't reinvented the wheel. I was merely the youngest of seven, born on a kitchen table in the South Bronx - a neighborhood so mean and vicious that it took an hour to pass the scene of a crime. Most people in my " 'hood " knew the day they were going to die, the judge told them!
I normally do not pay much attention to politics, but my relationship with senator Max Cleland spans the last four or five years. He is a true American and a tremendous inspiration to anyone who is handicapped. He lost an arm and a leg in Vietnam, shook that off, and became President Jimmy Carter's head of the Veteran's Administration. Besides being a charming, positive thinker, he shares many of my beliefs - equality for women in the workplace, adequate health care for aging indigent Americans, and above all, he is a staunch advocate for free enterprise and small business. God bless you Max!
The following is a letter I received from Senator Cleland while in the hospital. His thoughts and prayers, along with all of the support I received from everyone else, sustained me through my paralysis where no amount of money would have helped.
Now, back to the point. Why doesn't everyone buy from Capetown? In today's market, faced with legions of competitors, all selling and promising the same thing, how can I demonstrate the significant difference between ourselves and our competitors to an astute buyer? Looking into myself, I wondered what I would need to feel about a firm before sending a significant amount of money to a stranger in cyberspace. I thought that the first thing a company would have to demonstrate would be an extreme amount of credibility. Next, I thought, in my empathizing with an astute buyer, that I would not like to do business with an unseasoned company. Longevity and experience insure recourse in the event of an error. In regards to longevity, Capetown has its roots solidly planted in historic Roswell, Georgia - we have even bought a new building there. If an error pops up in the future, we will make it right, you have my promise. The astute buyer realizes that without being a gemologist or horologist, issues of title, poor workmanship, malfunction, or authenticity could arise in the future.
Building the conservatory led me to three law suits with contractors, so believe me when I say, there is NO SUBSTITUTE FOR SEASONED PROFESSIONALS. Likewise with the database for my website. Each of the 10 people that I asked said "Piece of Cake" and wanted to take on the job. "Where is that piece of cake?" is what I'm wondering now.
Main Menu to come!
If you have digested the above, I have one more bit of knowledge that will convince you of our integrity and honesty. Let me emphatically state that my family and I are not in our business specifically for money! Why not? Because we already have more money than a rational person would need. We are in the enviable position of being well enough financed to the point where we are able to not make a sale if it involves breaching the truth. After much soul-searching, I recently turned down a six million-dollar cash offer for a small percentage of Capetown Diamond, and thusly it should be apparent that my wife, son, and myself get more pleasure from this business than we would have gotten from the six million-dollar offer. The
For every sale that we make, we anticipate that we are building a lifelong relationship with our new client, we expect to sell their son a diamond engagement ring, and furthermore, we expect our family to be your jeweler of choice for life. We base this on the relationship we share with our clients and vendors. Some go back almost 30 years. They treat us as if we were family, we hope to promulgate this camaraderie with you. Otherwise, our efforts are wasted, because we only profit through long-term repeat business and referrals. Our business is not a short term, single sale type organization. We are in it for the long-term.
Now let's get to the bottom line of this old man's ramblings. Here is what Capetown offers: reputation, longevity, universal selection, an unmatched guarantee of authenticity, a lifetime of recourse, and an unprecedented lifetime watch repair guarantee. The astute reader, by now, should know that there is not a chance they would be cheated or mislead by myself or anyone in my company. You truly can trust us. I expect my son to be doing business with you well into this millennium, and wouldn't jeopardize that relationship.
In a non-commercial vein, I would like Capetown's website to be a guide to literate young men and women who have elegant aspirations. Many young people today, as a result of the Internet economy, have fallen into large sums of money. It takes great sagacity, and a wise mentor, to know what to do with newfound wealth. Socrates once said, "An unexamined life is not worth living." Hopefully, I can prompt some young people towards examination. Having raised an exemplary son who followed most of my suggestions and having lead a unique life myself, I feel qualified to guide other young men, ages 20-50, in some of the more obscure sides of life: marriage, dating, love, employment, and other such arcane things as buying a dog, a car, how to dress, health, exercise, and nutrition. I feel uniquely qualified to act as an advisor since I have spent the last 65 years not only participating in life, but examining the world we live in. As a client of Capetown, you become privy to this vast store of information that resides between my ears. Of course, I will respect your privacy and devote as much time to you as research allows. Obviously because this is a free service, neither I nor Capetown Diamond can assume any responsibility for how you use the knowledge gained from your encounter with our website, other than for buying jewelry. If I could help someone, it would be my joy.
Avoid negative sources, people, places, things, and habits.
If this website has aroused any further interest in our company, we would like to hear from you. Additionally, if you think that a website would be a help to your business, I would be very happy to review your firm and give you an approximate cost. You may phone, fax, or email me at your leisure.
CAPETOWN DIAMOND CORPORATION
National Mail Order Center
270 E. Crossville Road
Roswell, GA 30075
Phone: (404) 365-9503 Fax: (404) 365-0176 or (770) 645-0450
Hours: 10:30-6 M-F EST (Saturday by chance)