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A Promotional Idea for Men’s Grooming Day, and More Tips for August Dates

And don’t miss honoring National Dog Day.

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INSTORE August calendar

5 Neil Armstrong would have turned 90 this month (Aug. 5) and Louis Armstrong 120 (Aug. 4). One took a small step for mankind, the other wondered what a wonderful world this could be. In a year when there has been so much to get down about, mark their birthdays with a plan to produce your own line of inspirational pendants or charms with whatever theme seems fitting — love, unity, perseverance. (And if you need a reminder about the power of jewelry, keep in mind that Neil is believed to have left such a bracelet on the moon in memory of his young daughter, who died at the age of 2.)

1 Mark GIRLFRIENDS DAY by holding a “Bring A Friend Event” in the store. There’s nothing like a shopping buddy oohing and ahhing over a piece to get the acquisitional urges flowing.

21 On MEN’S GROOMING DAY, team up with a local men’s spa or upscale hairdresser. Print gift cards for them to hand out offering $50 or $100 in free store credit to be used with any of your men’s jewelry.

26 On NATIONAL DOG DAY, invite customers to bring in their “best friends,” hold a dog fashion show, and raise money for the local no-kill shelter.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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