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An Event Idea for Equal Pay Day, and More Important Dates for March

And don’t let National Puppy Day go to the dogs.




An Event Idea for Equal Pay Day, and More Important Dates for March

31 Most working citizens labor the first few months of any year to pay off their obligations to Uncle Sam. That feels bad enough, but women then have to work another four months to catch up to men in terms of earnings. It’s this income disparity that is behind EQUAL PAY DAY, which marks the number of extra days the better half have to toil. Invite your women customers to come in to commiserate and reward themselves “fairly” for their hard work. And in 2021, people seem to be in the mood for social statements.

1 March is NATIONAL CRAFT MONTH, a celebration of the kinds of skills jewelers have applied for centuries. Think of an event to highlight the skills of your bench team and the more general delights of the hand-wrought art.

20 Spring is ART WALK season. See if there’s one happening in your area. Baxley Jewelers in Carrollton, GA, told us they hosted a local photographer as part of such an event and drew the largest crowds they’ve ever had.

23 Happy NATIONAL PUPPY DAY! Get your Instagram account ready. What’s cuter than a pup in pearls?

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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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