Marketing RX: Sami Fine Jewelry

INSTORE

Last Updated on Thursday, 04 February 2010 06:23 Written by INSTORE Thursday, 04 February 2010 06:00

Sami Fine Jewelry is located in the upscale area of Fountain Hills, AZ. It was voted one the Top 10 jewelry Stores in Arizona by Arizona Woman magazine in 2007.

The Materials

Expert Reviews

Ellen Fruchtman

The Diagnosis: This store gets it! My only critique has to do with the amount of copy in a few of the larger ads, which made it a little cluttered and hard to read. That said, I can overlook all of that simply because they deserve a big round of applause for creativity with the relatively boring concept of gold trade-ins.

The Remedy: Change nothing. From watching the video on your website and seeing these ads, it is apparent you live and breathe your brand. And have fun doing it. That’s what it’s all about.

Katy Briggs

The Diagnosis: Creating a meaningful event begins with an appealing story that will grab your audience yet still fit your brand personality. I like the idea of creating a unique theme with a cohesive message. Still, I struggle with the pirate theme and how it’s relevant to the audience. It feels too campy.

The Remedy: Keep the attitude, raise the bar. Taking your idea and bringing it up a notch to create an experience that has a more upscale feel will be more enticing and meet the expectations of existing and prospective customers.

Andy Malis

The Diagnosis: This well executed, integrated promotion adds some fun and excitement to what is a pretty dull transaction (selling gold). More importantly, the four-day event adds urgency — a key to keeping potential sellers away from the competition.

The Remedy: My only advice would be to mix things up. Try a more straightforward appeal on another weekend — say a 50 percent bonus for earlybirds (between 6 and 8 a.m.). See which approach leads to higher profits for your store.

• Fruchtman is president of Fruchtman Marketing, a full-service agency. E-mail her at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
• Briggs is VP of brand strategy at Willoughby Design. E-mail her at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .
• Malis is president of MGH, a full-service marketing communications firm. E-mail him at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .