Get your store's message in the public's eye 24-7 with billboard ads. IN YOUR FACE, with a touch of subtlety. That often marks the best billboards. ?You have to decide if you want it to sell for you, or if you just want it to look pretty,? says Susan Eisen of Susan Eisen Fine Jewelry & Watches in El Paso, TX. She adds that the board's success depends on formatting the image and text for optimum effect and readability at a distance ? something many jewelry designers don't account for. ?Billboards have different requirements than regular print ads, and it's taken me 25 years to learn what works best.? Here are 10 retailers who've learned to make billboards work. 




I. GORMAN JEWELERS 
WASHINGTON, DC

Why settle for one location when you can reach an entire city with a single billboard? These king-size bus billboards measure 12 feet long and 4 feet tall. As they move around the city, I. Gorman is able to attract customers from all over the Washington, DC, area. Pithy copy, arresting images and a hip font combine to draw the eye and mark this jewelry store indelibly in the eyes of viewers. 





JEFF DENNIS JEWELERS 
GARDENDALE, AL

?I do very well with my billboards,? Jeff Dennis says. ?I change them constantly. Everyone in town talks about them and can't wait for the next one. Some are more unique than others, but all of them spark a lot of conversation and recognition.? 





LEROY JEWELERS 
TACOMA, WA

In a roundtable discussion with her customers, Steph Farber discovered that women have a huge desire to be part of the creative process of designing jewelry. This billboard aims to capitalize on that desire. ?The subtext was, ?Buy the gem now, we will make the piece later,'? Farber says. ?Even though the boards have been down for almost two months, people are still coming in, asking to see the Naked Men. This ad had ? you should pardon the expression ? legs.? 






JOSEPHS JEWELERS 
DES MOINES, IA

The idea for this billboard stemmed from the well known ?LOVE? image first created by Robert Indiana in the 1960s, where the word is featured in a square with a tilted ?O.? ?The reason the billboard works so well is the ability to place the Josephs name into two boxes and have the beginning letters match so similarly to the original art,? says Katy Essing, account executive for Josephs. ?With bold, bright colors that demand attention and an overall fun attitude, the billboard has been ?loved' by not only the client but the entire Josephs staff.? 






LEE MICHAELS FINE JEWELRY 
BATON ROUGE, LA

Being a ?Cool Store? is not enough. Lee Michaels prides itself on being a store that anyone can walk into without feeling intimidated. With tongue-in-cheek humor and a bold image highlighted by plenty of ?white space,? this billboard imparts that down-to-earth image in a classy way. 






KRYSTYNA'S JEWELRY 
CHICAGO, IL

The ?Maybe Someday? theme seems to resonate with young couples, says Dorothy Retzke. ?I think that although everyone may not be interested in purchasing a ring right when they see the billboard, they make a mental note of it and when they are ready, they come in. After it came down, we still had a lot of inquiries about the ring in the billboard,? she says. ?It's the only form of advertising we have ever seen that seems to have a lasting impact.? 






LEWIS & COMPANY 
CRESTVIEW, FL

This campaign, showing couples at the key moments of engagement, wedding and anniversary, will unfold over the course of this year. ?Over the years we have acquired the three best boards in town,? Keith Lewis says. ?We usually change the copy about every three months. The billboards are 24-hour, seven-day-a-week advertising that is in front of thousands of potential customers every day. They also remind our regular customers it's time to visit Lewis and Company.? 






BULLOCK'S  
ROSWELL, NM

You have to have a sense of humor to live in Roswell, and Don Bullock is no exception. ?We have been using billboards for many years now as one of our main mediums,? he says. ?We change them up every month and run them 10 to 12 months of the year. Because we try to make many of them fun, people actually look for them.? Not only did this billboard garner results on the sales floor, it also won a local Gold Addy Award. 






JOEL MCFADDEN DESIGNS 
RED BANK, NJ

?I like to use a good, simple text line across the top, with a stunning color photo across the center, and our store name and location across the bottom,? co-owner Jen McFadden says. ?Our billboard format is almost always the same, so people recognize it right away. It definitely sells jewelry. People call or come in saying ?I want the billboard ring.'? 





ALEXANDER'S JEWELRY 
SHREWSBURY, PA

?We have very good luck with our billboard advertising,? says Trudy Zampier. ?The one that was the most popular had five different diamond necklaces pictured with the heading ?Hardware store for Women.' A few of the men even admitted to finally understanding why the wife wants jewelry.?