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Benchmarks: Radio Ads

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BY JOSH WIMMER | Published in INSTORE’s April 2013 issue

FAIR AIRPLAY

"I often get the question from jewelers: Does radio still work?" says Bruce Freshley of Freshley Media. "With all the ‘new media,’ who still listens? Well, the answer is about 92.5 percent of all persons 18 and over, according to the Radio Advertising Bureau." Some markets are stronger than others, Freshley says, but radio remains a cost-effective medium where a well-crafted creative message can reach a lot of people near your store. "I was just reviewing one of our clients’ sales growth since starting our program," he says. "Bridal sales alone were up over $800,000 in just the last two years!"


 

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LUISA: In football, you get a penalty for excessive celebration. No whooping, hollering, or dancing, no matter how excited you are. Hi, this is Luisa. At Luisa Graff Jewelers, there are no penalties for excessive celebration. On Christmas morning, that’ll be a very good thing, because there will be some dancing going on when your baby opens up that jewelry box from Luisa Graff Jewelers. You’ll be dancing, knowing that you received great savings with our after-Thanksgiving specials. A diamond bracelet that’s $549 now only $249. Diamond earrings that were $899 – special: $499. And pearl strands from $79 down to $39. Avoid the traffic! Come to Luisa Graff Jewelers and surprise her with incredible, game-winning gifts. Luisa Graff Jewelers: Helping you be her favorite Santa.

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“Personal Homecoming”
Davis Jewelers

ANNOUNCER
Here’s Hank and Ashley Davis from Davis Jewelers.

ASHLEY
The greatest gift of all is the gift of ourselves.

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HANK
So when Luke called us from his tour of duty in Afghanistan, all of us at Davis Jewelers went into action.

ASHLEY
Luke’s girlfriend Becka had searched high and low for her engagement ring, and she found it here at Davis Jewelers. The challenge for Luke, of course, was buying the ring from halfway around the world – and then keeping it a secret.

HANK
You see, Luke was coming home and wanted to surprise Becka, so between emails and phone calls, we got it done.

ASHLEY
Fresh off the plane, Luke came to Davis Jewelers, picked up Becka’s ring, went to her apartment, and decorated it for his own homecoming.

HANK
Becka came home to find Luke on one knee holding the ring of her dreams.

ASHLEY
You see, he was her homecoming gift. Thank you, Luke and Becka. It really was our honor.

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HANK
Because at Davis Jewelers…it’s personal.

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Good Sportsmanship

Luisa Graff Jewelers, Colorado Springs, CO

Luisa Graff’s “Excessive Celebration” spot does a nice job of approaching jewelry advertising from a different angle: By highlighting football from the outset, it catches the attention of guys who might otherwise tune out. And the simple play on words reminds men how happy a gift of jewelry will make their women come Christmas morning.





A Warm Welcome
Davis Jewelers, Louisville, KY

Freshley Media produced this spot for Davis Jewelers, which tells the true story of a customer serving overseas in the armed forces and returning home to surprise his girlfriend with a ring. It does a great job of showing how happy the store is to accommodate clients and tugs at the heartstrings to remind listeners why jewelry matters.





Award Winners
Randy’s Jewelry,
O’Fallon, MO

"That’s just one of my favorite ads we’ve ever done," says Randy Hudson of this spot, which opens with a portentous drumroll, before the announcer gives the "Award for Best Shoppers of the Year" to the customers of Randy’s Jewelry. The store has been named best jewelry store in the county 12 of the last 13 years, and the ad was Hudson’s way of thanking the clients who voted for them.

 

[DRUMROLL]

Female announcer
And the award for Best Shoppers of the Year goes to … Randy’s Jewelry customers! [Cheering]

They know the staff at Randy’s Jewelry sets the standard for the best prices on high-quality jewelry in St. Charles County. Randy’s Jewelry customers have exquisite pieces and enjoy impeccable customer service on every visit. Three generations of smart shoppers can’t be wrong. Head to Randy’s Jewelry, where they make quality affordable.

Randy’s Jewelry, on Main Street in O’Fallon.

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Argumentum Ad Absurdum
R.F. Moeller Jeweler, Minnesota

Mark Moeller has appeared in a series of ads over the last two decades arguing with his stores’ spokesperson, Minneapolis radio personality Tom Mischke. Their absurd exchanges are unforced, articulate and hilarious — more entertaining than most actual radio programming — and create a sense that Moeller is the very opposite of a stuffy jeweler.

Mark: Tommy, these ads you’re doing for RF Moeller Jeweler, they’re just not working. You’re way too hostile. It’s not a recipe for success.

Tom: Not a recipe for success. You had one store when I started; you have
three now. You’ve been having record months this year. Best in your
60-year history. Don’t give me this "It ain’t workin’" crap.

Mark: See what I mean? You’re argumentative, OK? If this was your
jewelry store —

Tom: IF?! This is my jewelry store! It’s as much mine as yours.

Mark: What?

Tom: It’s like having a foster kid for 15 years. Someone can come along and
say that’s not really your kid, but who are they to make that claim?

Mark: Where did you get foster kid?

Tom: RF Moeller Jeweler is bigger than you. You’re a cog, Mark, a cog in a
larger machine. I’m a key piece of that machine.

Mark: No, no, no, Tommy. You’re finished.

Tom: You think I’m finished. You wanna take it from me? Pry it from my
cold, dead hands.

Mark: Boy, you need some psychiatric help.

Tom: Been there, done that. You wanna hear the story?

Mark: No, not really.

Tom: When I was a little boy, I got a puppy. It was crushed by an ice cream
truck during my birthday …

[Voice-over]
RF Moeller Jeweler. Best spokesman? Maybe not. Best diamond, best price — guaranteed. Edina, Highland Village and downtown Minneapolis.

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A Stern Talking-To
Steven Singer Jewelers, Philadelphia, PA

The Philadelphia jeweler has a reputation for being edgy — his slogan "I hate Steven Singer!" invites men to resent his success and how their girlfriends and wives expect them to patronize Singer’s business — and he has been advertising with Howard Stern since well before the shock jock moved to Sirius satellite radio. The on-air shout-outs from Stern and crew reach precisely the young male market Singer is targeting.

[Howard Stern]
The fact of the matter is, everybody from the show goes to Steven Singer Jewelers for jewelry, including Robyn —

[Co-Host Robyn Quivers]
Every crazy one of us.

[Stern]
Ronnie, Gary, Will Murray, Jason Kaplan, and even Richard Christy. Everyone can shop with him, too, either at the corner of Eighth and Walnut or online at ihatestevensinger.com. Listen up! This is real important. Steven Singer’s famous gold-dipped roses are now available. Why Valentine’s Day already? Because! These things sell out.

[Quivers]
They are beautiful and they do sell out —

[Stern]
Every year.

[Quivers]
before Valentine’s Day every year.

[Stern]
Every year, these gold roses sell out. So order early. Can you imagine a real long-stemmed rose dipped in 24-karat pure gold? They last forever, they come with a lifetime guarantee, women love them and display them proudly year-round. Robyn even has a few roses from Steven Singer. It comes shipped in a free beautiful gift box, personalized with your free card from Steven Singer Jewelers. Don’t forget: Steven offers every customer free shipping in the United States. All just $59. It’s so easy. Order your roses online at ihatestevensinger.com, or call 1 triple-8 I HATE STEVEN SINGER and have a personal shopper assist you for only $59. You’re gonna get the best Valentine’s Day gift ever. Most women collect them into a beautiful bouquet. This is the number one Valentine’s gift.

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Wilkerson Testimonials

When It’s Time for Something New, Call Wilkerson

Fifty-four years is a long time to stay in one place. So, when Cindy Skatell-Dacus, owner of Skatell’s Custom Jewelers in Greenville, SC decided to move on to life’s next adventure, she called Wilkerson. “I’d seen their ads in the trade magazines for years,’ she says, before hiring them to run her store’s GOB sale. It was such a great experience, Skatell-Dacus says it didn’t even seem like a sale was taking place. Does she have some advice for others thinking of a liquidation or GOB sale? Three words, she says: “Wilkerson. Wilkerson. Wilkerson.”

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Benchmarks

These Jewelry Stores Extend the Design Concept Into the Restroom

When designing your store, give the loo some love.

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IN TERMS OF interior design, the oft-ignored restroom should be an integral part of the whole jewelry store, says interior designer Leslie McGwire. “A stylish, well-decorated bathroom can make a big statement to clients and employees,” she says. So, resist the urge to think out of sight, out of mind, and pamper your powder room.

A Grand Design

At Tanmai in Irving, TX, owned by Sanjay and Sapna Singhania, the store’s elegant theme extends seamlessly into the restroom with gold and bronze finishes, interesting wallpaper, wall-sconce lighting fixtures, sleek fixtures and patterned-tile flooring. They were inspired, in part, by architecture and design in Las Vegas.

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Photo Credit: Brent Cicogna

Inspiration From Above

Wanna Buy a Watch in West Hollywood, CA, designed by interior designer June Robinson Scott, carries its offbeat quirkiness into its restroom with red walls, framed prints, and a chandelier, creating a romantic, vintage effect. Says owner Ken Jacobs: “We went all out with a bright red, boudoir-style bathroom, inspired by a crystal chandelier left by the prior tenant that we had intended to discard.”

Attention to Detail

The $1.3 million renovation of Northeastern Fine Jewelry in Albany, NY, implemented by Michael Roman of C2 Design Group in 2017, did not neglect any detail of the retail experience. “Our store has a bathroom that can only be described as the Wynn Hotel in Albany, NY,” says Northeastern VP Gregg Kelly, who came up with the concept for the building project based on extensive research into experiential design. “The finishes throughout the store were selected to present a sleek and timeless look,” Roman says. “The upscale aesthetic extends into the restroom with high-end finishes and cool lighting.”

Right at Home

The comfortable, residential feel of Fakier Jewelers in Houma, LA, continues into the restroom where windows are dressed with plantation shutters and floor-to-ceiling draperies. There are also sophisticated, furniture-style fixtures and fun, fluffy seating. Owner Manon Fakier designed the store, which opened in 2017, with the help of the French Mix by Jennifer Dicerbo Interiors in Covington, LA.

Paint Steals the Show

At Clarkes Jewelers in Shreveport, LA, colorful walls and flattering lighting brighten shoppers’ experience.

Eye-Catching Tile

At Coughlin Jewelers in St. Clair, MI, attention to detail pays off, with art on the walls, patterned tiles and even a plant. Consider adding a live plant to the restroom, suggests interior designer Ruth Mellergaard of Grid 3 International, because it emits oxygen and is a natural air freshener.

Stunner of A Sink

The Jewelry Design Center in Spokane, WA, uses a bold sink, interesting textures, a decorative mirror, and the drama of wall sconce lighting to make a design statement.

Sleek and Seamless

At John Atencio’s Boulder, CO, location, the sleek interior design complements the rest of the store’s interior and reflects the jewelry designer’s modern aesthetic.

Upgrades All Around

At Kelley Jewelers in Weatherford, OK, designer Leslie McGwire of Leslie McGwire & Associates chose a white brick that went from floor to ceiling on the wall behind the sink and toilet. The sidewalls are a large-scaled tile also going from the floor up to the ceiling. An added detail is the 1-inch by 4-inch glass tiles that create a stripe down the walls. The gold bar lights match the gold faucet. The square sink with the durable high-end counter is a nice detail for the design. The highly patterned porcelain adds an extra design splash to the bathroom.

Residential Touches

At Sather’s Leading Jewelers in Fort Collins, CO, a gold mirror, colorful artwork and an interesting backsplash design creates an elegant atmosphere, while two sinks turn it into a family affair.

Simply Streamlined

The Diamond Center in Janesville, WI, designed by Leslie McGwire, has elements of black, gray and white tones with a very contemporary feel. The bathroom is no different. The very large porcelain tiles on the floor wrap up the walls to about 42 inches high. The streamlined black granite counter with a contemporary faucet beautifully complements the brushed silver horizontal mirror. The artwork on the walls is fashioned from metal straps to add to the contemporary design feel.

Mens overall bathroom view 

Womens bathroom

His and Hers

The bathrooms at Williams Jewelers in Englewood, CO are very unique. For the women’s bathroom designer Leslie McGwire used a white porcelain tile that had a 1-carat Swarovski diamond-shaped crystals in the tile, making the entire wall sparkle. The flush-mounted crystal light fixture and the sconces on either side of the mirror all work together to create a “wow” effect. The men’s room design, in contrast, is very masculine. The porcelain wood floor goes up to half of the wall with a decorative tile
boarder. The tone of the highly textured large mirror complements the color palette in the room. The scones coordinate with the overall design.

Understated Elegance

YLANG YLANG in St. Louis employs a chandelier and gold fixtures to add elegance and glamour, while the flooring adds a modern touch.

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Stores Create Displays That Are Made To Be Touched

Make some merchandise accessible.

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IN MOST JEWELRY STORES, there’s not much that shoppers can touch without asking. But these jewelers allow customers the freedom to hold and try on pieces to their heart’s content.

Mixed Media

At Balefire Goods in Arvada, CO, owner Jamie Hollier uses blocks of wood atop a glass shelf to create an intriguing textural contrast while providing a simple, organic base for sculptural, artisan-made jewelry. Wood, metal and concrete furniture and fixtures soften an industrial aesthetic, while creating a neutral backdrop where jewelry and art become the focus.

An Heirloom Look

At H1912 in Princeton, NJ, an offspring of Hamilton Jewelers, watch bands are cleverly displayed in a vintage printers tray (discovered at a garage sale) and on bulletin boards. Rustic displays and period furniture reflect the store’s focus on heirloom jewelry and one-of-a-kind finds. “We recently started putting additional accessories up on bulletin boards in our store, but we only feature very few straps on the board because it’s important clients can touch and feel the different materials of the watch straps and be able to hold them against their watches on their wrist,” says store director Lea D’Onofrio.

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A Study in Contrasts

Lindy’s in Fernandina Beach, FL, embraces an eclectic decor in which it seems perfectly natural to hang long, beaded necklaces from deer antlers mounted on an exposed brick wall. The quirky wall display co-exists with elegant elements, including a large mirror propped against a wall and a chandelier. “It’s difficult to display long necklaces (that are so popular right now) in the showcases,” says owner Lindy Kavanaugh. “Our dress forms are another favorite for displaying long necklaces, and we love using the mineral specimens and cool gemstone-related pieces we find in Tucson as it seems to bring it all together with a fancy, but earthy vibe. Kind of like wearing pearls with a sweatshirt!”

Front and Center

At Adornment & Theory in Chicago, an accessories table in the center of the store draws shoppers to try on bracelets and pendants, while staff is prepared to fill them in on the story behind each piece. “People are looking for a personal touch,” says owner Viviana Langhoff. “They want to know if it’s handmade, they want to know about the designer, the story, the fair-trade component, where the stones are coming from. They like knowing the details.”

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6 Websites Setting a High Bar for Jewelry Retail

Personalize your website to drive more sales.

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TODAY, THE CONSUMER experience starts online. Make your customers feel welcome in your virtual store, and they are likely to show up on your threshold, too.

“Websites are the cornerstone of any small business,” says Shane O’Neill, VP at Fruchtman Marketing. “It must be designed as a sales tool and method of communication.” Showing photos of merchandise with prices is a good start. E-commerce is the next step. And communication can be had in real time with a live-chat feature. Even social media strategies should reflect back to the website.

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What makes a solid website goes beyond the technical bells and whistles to reflect the personality of your store and the customer experience that can be found there. Include attractive photos of the store itself, so that viewers know what to expect – in terms of atmosphere and interior decor, when they do cross your threshold.

Julie Gotz, chief marketing officer for Freshley Digital, works with her team to custom design clients’ websites. While they are all clean, upscale designs that are easily searchable and can accommodate e-commerce, each has its own personality; the team doesn’t use one-size-fits-all templates. Her job, she says, is to do a deep dive into what the client likes and doesn’t like, what their aesthetic is, what their competitors are doing, and then producing a website design that will help them gain market dominance.

If you’re making the leap to e-commerce, remember that the point of much of that effort is to drive those sales into your store, too. “When I think of e-commerce,” says O’Neil, “I think of it as not just online sales; I think of it as sales.” Most retailers are marketing and targeting local shoppers, and so it makes sense that if you’re selling big-ticket items, they will still come to your store after shopping your store online. “Even with items that are $500 or $600, if you’re right down the street, they may still want to come in and look at it. Foot traffic is down, yes, but sales may not suffer if you have a high quality website and a great digital presence.”
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Alchemy
alchemyjeweler.net

Alchemy Jewelers of Portland, OR, introduced its new website with shopify e-commerce features in July 2018. “It’s updated, clean and romantic, and it incorporates the rich colors of the store’s interior, so people coming to the website know they’re in the right spot,” says marketing director Megan Walsh. Photographing fine jewelry and reflective diamonds was a learning experience, she says, but having the right equipment — a professional grade lightbox and a Nikon DSLR camera — helps. Walsh also blogs and updates product offerings and event information.

 

Belle Brooke
bellebrooke.net

Although Santa Fe, NM, gallery owner Belle Brooke Barer believes strongly in the power of brick and mortar commerce, bellebrooke.net still makes a statement about the business by deploying eye-catching model photography to emulate the experience of walking into the distinctive Santa Fe boutique. Jewelry pieces are shown with prices and a selection of the core collection is available for online purchase. Each page displays information emphasizing the artist’s priorities.

 

Jack Lewis Jewelers
jacklewisjewelers.com

Jack Lewis Jewelers of Bloomington, IN, does an excellent job of personalizing the online shopping experience by featuring quality photos of each staff member, and, in particular, introducing their “superstar” custom jeweler, Jim Leeds, who can create the ring of the client’s dreams. Rather than announcing, “We do custom design,” this innovative introduction begins to create a relationship between the customer and the jeweler.
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Croghan’s Jewel Box
croghansjewelbox.com

The elegant look of this Charleston, SC store is reflected in its easy-to-navigate website. You can instantly buy (or gape at) a 1950s sapphire, diamond and gold bracelet for $14,950, or pick up a $65 pair of gold-plated “goldbug” earrings designed to look like Palmetto bugs. About half of customers live out of town. Standard shipping is free when shoppers spend $100 or more.

 

Walters and Hogsett
waltersandhogsett.com

Walters and Hogsett’s website raises the bar in function by cross-marketing relevant content on other pages. For example, the jewelry and watch repair page refer back to the new watches page and also to the custom jewelry design page. So if a customer is considering repairing a piece of jewelry, they might instead consider repurposing it into something new. Doing this throughout a site keeps people engaged and on the site longer, says Shane O’Neill of Fruchtman Marketing. The business also provides clear opt-ins for their email newsletter, and uses sitewide banners for trunk shows or other events. They link to Instagram shopping options and have a loose diamond search tool.

 

Williams Jewelers of Englewood
Williamsdiamonds.com

Freshley Digital custom designed the website for Williams Jewelers of Englewood, CO, integrating Edge POS with the website and making it fully e-commerce enabled. “Every market is different; every client is completely different,” says Julie Gotz of Freshley Digital. Freshley Digital simplified the user experience while retaining the brand history of the store, one of the priorities of the Williams family. “It’s all about having a very clean, very upscale design that reflects the store. We only have a few minutes to grab their attention and lead them to the next step,” Gotz says.

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