Promotions that are working for fine jewelry retailers.

 

 

Mazzarese: Leawood, KS

Trunk shows may bring in a few extra customers, but combine a hot jewelry designer with a popular clothing designer, special entertainment and refreshments, and hair and makeup styling, and you’ve got the makings of a can’t-miss event.

“We wanted to host a high energy fashion event at our store with a younger crowd to attract that clientele and actually present some of our edgier collections,” says president Mark Mazzarese. “The client that has a heightened sense of current clothing trends is going to understand the higher fashion jewelry collections Mazzarese carries. It was a chance to present a more urban-themed event to our suburban setting.”

Mazzarese says customers are still buzzing over the event. “The exposure to every entity that participated was terrific,” he says. “It was the place to be and be seen.”

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Benold’s: Austin, TX

This bold magazine ad throws a splash of color into open space to create advertising magic. The copy combines with the images to tell a compelling story. Says Benold’s owner Milton Doolittle: “I chose stackable Laura Gibson rings for two reasons. Once you turn a customer on to stackables, it can get addictive. The husband or boyfriend sees them as a bonanza also. Second, with these rings, the tie-in to Laura Gibson necklaces was seamless.”

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Matt and Tonia are our most passionate Hearts On Fire customers. They also happen to have been our very first Hearts On Fire sale!

While on a business trip to Las Vegas, my husband, Patrick, met Tonia, then the girlfriend. We discovered that Matt and Tonia are from a town located 100 miles away from our store. Upon returning to Pennsylvania, she insisted her boyfriend, Matt, come to us for her ring. We had just added Hearts On Fire. Since that time six years ago, Matt and Tonia married and had a baby girl. He comes in for Hearts On Fire for every special occasion. They have purchased six Hearts On Fire pieces, and her wish list has more on it. They are raving Hearts On Fire  fans and every year discover new pieces that they love!

Kim Murphy
Murphy Jewelers
Pottsville & Hamburg, PA

This story is from the January-February 2010 edition of INDESIGN