Brainstorms

It Worked for Selling the Vaccine. Could It Work for Your Store?

This verbiage may be the secret to selling more jewelry.

Published

3 years ago

August 2, 2021

INSTORE Staff Instore August 2021 Issue

It Worked for Selling the Vaccine. Could It Work for Your Store?

The drive to get the country vaccinated against COVID-19 has provided a fascinating insight into what motivates people. Different states have tried lotteries, giveaways (cash, trips, fast food, beer, donuts, even marijuana joints), college scholarships, and endorsements of football coaches. Interestingly, a Wharton study found the specific text used in a message had an oversized impact in prodding people to come in for a jab: By a wide margin, the top-performing message conveyed that a vaccine was “reserved for you.” It’s a message jewelers can tweak and use themselves. “Your jeweler is back from the world’s largest jewelry show. The latest designs, selected with you mind, are waiting for you.” Or if that doesn’t work, perhaps try that free joint.

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!”