Published in the September 2012 issue

It’s the most wonderful time of the year — or it ought to be. The Yuletide season is your chance to roll out your best promotions. Ellen Fruchtman of Fruchtman Marketing notes that jewelers should spend most of the year advertising primarily to women (she recommends about a 70/30 split), but near Christmas, that flips. Whatever you do, creativity is key, since shoppers’ time and attention spans aren’t increasing. Here are some ideas that really jingle customers’ bells.


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