Thank you for taking the time to read this post and for your opinion.
At that time of the year, a lot of people sell gold and a lot of stores offer to buy it, so there is a lot of competition.
The problem was not the sign (it was pretty big),the problem is that the street is busy and people drive by quite fast, as I wrote in my post. You cannot slow down to read it, so it is not making sense to hold it- it could even become a dangerous distraction if you slow down to try to read it.

Regarding your “impulsive selling” thought: how many people do you know who carry a handful of gold in their pockets during a work day while going about their business? Not too many around here.

When people try to sell their gold, they usually call a few stores before hand to find out pricing, and they find the jewelers’ phone numbers online. So, that is my point- people usually do research online (because that is the most common way these days), then call to find out the prices and terms before they make decisions. They don’t stop to look at signs. Besides this, every mall has jewelry stores, this particular one has quite a few, too (as mentioned in my post)- and everyone knows it, so there was very little point in making this sign.

If the jewelry owner would have marketed himself online properly, he would not need to go through all the trouble with making a sign that is tough to read. The sign is not necessary if online marketing is done properly, and it is a waste of money and time, in my opinion.

That is what online marketing is about- helping your online visibility, making sure that your business stands out ahead of your competitors’ turning visitors into prospects, then the prospects into customers later on. Mix that up with branding so people remember you. For example, some companies stand out by offering excellent customer service. Ever heard of Zappos, for example?
So, no, I would not offer to do a sign, because the sign is neither the problem nor the solution. The problem is that the owner is holding on to an old-fashioned marketing technique that is no longer working because he is trying to cut corners, thinking he is saving money instead of investing it in carefully planned out online marketing campaign.
Instead of continuously spending money on street signs and employees, he should invest in long-term online marketing- which will save him money in the long run.
Thanks again, Bucur.