One of the best things a consignment, resale, or thrift shopkeeper can do

 is to learn about the merchandise she/he sells.

Why?

• Knowledge is interaction: Isn’t it fun to be able to tell a status-seeking customer the story behind Jimmy Choo? Or what DvF stands for? Involve your customers, and they stay longer and find more to buy.
• Knowledge is power: If you know the facts behind what makes quality and what is shoddy, it’s easy to show shoppers why it’s better to buy GOOD USED than CHEAP NEW. You’ll always have the answer to the browser who asks Why is this secondhand shirt so expensive?
• Knowledge is stress-busting. Maybe it’s as simple as feeling confident in the color you’re going to repaint your back wall in. Or being able to tell a caller about, or add a link on your web site to, the many reasons why recycling through your shop is so much better than tossing.
• Knowledge is income: Who among us has not woefully underpriced something in the shop? Some of you know my sad story about Tiffany. $1100+ out the window.

You want how Jimmy Choo became a luxury brand? Or why. exactly, Diane von Furstenberg wrap dresses made the leap from vintage shops back into current production?

Never pass up an opportunity to learn.

Oh, and never pass up an opportunity to share helpful web sites with your resale peers. In fact, do that right now, by commenting below.