Below I have a Jeweler sales letter that uses basic copywriting which is attempting to create desire in your prospective customers to come to your shop and buy fine jewelry or simply to get their watch or jewelry cleaned.
Before you simply mail a jewelry store prospecting or marketing letter like this you must do your research. Who is your ideal customer? Once you have figure this out then get a mailing list that fits those requirements.
Another option is to get a list of homeowners within 10 or 20 miles of your location. Fine tune this list and narrow it down to a certain household income you are comfortable with and then do a test mailing. You can get a quality list from numerous sources online.