Connect with us

Eileen McClelland

10 Tips For Trunk Show Success

Manos Phoundoulakis offers advice for extraordinary events.



WITH OVER 25 YEARS of experience in the jewelry industry, Manos Phoundoulakis has participated in, run, or thought up complex, challenging events that have led to customer loyalty and appreciation. Working with jewelry stores throughout the country, Phoundoulakis has helped retailers and jewelry brands grow their business and contributed to increased client loyalty. During the American Gem Society Conclave in Austin this month, Phoundoulakis shared best practice tips for ensuring trunk show success.

Plan a trunk show about four months in advance.

Make sure it makes sense. It’s OK to have multiple bridal vendors for an event or different price points in colored gem suppliers. But don’t make the vendors you’ve invited compete for limited dollars with similar merchandise—high-end colored stone vendors, for example.

Choose vendors who use Instagram well and collaborate with them on social-media marketing.

Consider using a trunk show as a test to ensure the brand is right for your client before committing further.

For the holidays, consider hosting a customer appreciation party, followed by a selling event the next day.


Validate your vendor to clients. Build your clients’ trust in your vendor by sharing what you trust, love and admire about your vendor, such as awards, accreditation, milestones and charitable work.

Partner with local businesses that draw in people who don’t usually come to jewelry stores, such as the tattoo community or motorcycle fans, when appropriate for the merchandise.

To transform an event from ordinary to extraordinary, consider sending a limo to pick up VIP clients at home.

For everyone, but especially vendors, the key to a successful event is maintaining a positive attitude. “The energy you bring as a supplier will set the tone,” he says. Spend time engaging with salespeople and managers in the store and offer to accessorize anyone on staff who would like to show off your jewelry.

Suppliers should also take notes and share the feedback with the store owners. Set calendar reminders to follow up with interested customers.




She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

Promoted Headlines

Most Popular