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Benchmarks: Radio Ads




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


"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!"



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

Here’s Hank and Ashley Davis from Davis Jewelers.

The greatest gift of all is the gift of ourselves.


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

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.

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

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.

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

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


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.



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 …

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.

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 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.

They are beautiful and they do sell out —

Every year.

before Valentine’s Day every year.

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, 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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Jimmy DeGroot

Be Ready for ‘What Do You Have for $100?’ and Other Holiday Questions

As Christmas approaches, the queries you’ll hear from customers are actually pretty predictable, says jewelry store training expert Jimmy DeGroot. Here's how to make sure your team is prepared for the more common ones.

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These Jeweler Direct Mail Samples Shine Bright for the Holidays

Use these direct mail pieces as inspiration to create your own attention-getting holiday promotions.




DIRECT MAIL is a great holiday marketing tool, as it lets you reach out specifically to your biggest and best customers, hitting them with invitations to swanky Christmas parties, wish lists to be filled out and returned, and discounts or gift cards for that perfect present. (You can also track it more easily than other advertising media, by instructing recipients to bring in the mailing to receive whatever the special offer is.) At the same time, we’re on the verge of the postal service’s busiest season of the year, so whatever you send needs to get noticed. And the examples we’ve collected here are harder to miss than Rudolph’s nose or, say, a bright star shining over a manger.

So Fresh, So Clean Shetler Wade Jewelers, San Antonio, TX

This snappy postcard alerts customers to a neat idea: a post-holiday “3-Day Detox Customer Appreciation Sale,” scheduled for the end of January, when things have settled down and it’s time to go through your inventory and get rid of some dogs. The layout is appropriately clean, signaling a new start to the year and nice deals for shoppers.

No Frills, No Nonsense Schmitt Jewelers, Phoenix, AZ

As Schmitt Jewelers reminds us, your holiday invite doesn’t have to shout “HOLIDAYS!” — it just has to snag the attention of your would-be customer. The strong, solid colors of the invitations for the store’s December “Shop Like a Man” promotion promised beer, food, and a straightforward gift-buying experience for red-blooded American guys.


This Christmas party invitation is strikingly gorgeous, stands out by not relying on a typical holiday palette, showcases some beautiful jewelry, and serves as three invites in one, for soirees at Gunderson’s locations in three different states. Plus, it conveys a ton of information, including the designers who will be present at the events, in a markedly clear fashion.

Two Eyes Not Made Out of Coal Wixon Jewelers, Bloomington,

With its strong, contrasting colors and clever mix of snowman imagery and jewelry, this postcard from Wixon is tough to ignore and easy to smile at. The reverse has simple messages pertinent to holiday shoppers: Extended hours, front-door parking (important during the Minnesota winter) and gift-wrapping.

A Good BetBrinker’s Jewelers, Evansville, IN

Brinker’s is no stranger to the Benchmarks page, and for good reason. Their marketing materials consistently set a stylish, sophisticated, but approachable tone. This men’s night invitation promises a good time for the recipient. The invites each came enclosed with a guest pass, and the aesthetic here and alluring casino vibe suggest an event most gentlemen would be proud to bring a friend to.

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7 Jewelers Share Their Fun Approaches to Dressing for the Holiday

In touch with their inner elves, jewelers dress the part for fun and profit.



This story was originally published in the October 2017 edition of INSTORE.

HOLIDAY OUTFITS appeal to some jewelry retailers and appall others, who consider them a slippery slope toward total tackiness.

To Jennifer Farnes of Revolution Jewelry Works in Colorado Springs, CO, dressing up is just not worth the effort: “Too busy to worry about that! Take a shower, wear clean clothes, survive Christmas,” she says. But Nicole Shannon of Keir Fine Jewelry in Whistler, British Columbia, says wearing tacky Christmas sweaters from a shop next door actually saves time, since staff members can grab sweaters from a communal bin on the run, rather than worry about their wardrobes.

Others swear by a show-off-the-jewels approach. “I encourage my staff to wear our jewelry during the holiday season,” says Marc Majors of Samuel L. Majors Fifth Generation Jewelers in Midland, TX. “It’s much more personal when it’s on someone and not a prop, and 99 percent of the time it closes the sale.”

Read on for a range of wardrobe ideas intended to break the ice with customers and bolster staff morale.

Let the Tipsy Elves Break the Ice
Goldsmith Gallery Jewelers, Billings, MT

Edgy holiday-themed suits purchased from a company called Tipsy Elves make a statement on December Saturdays at Scott and Kelly Wickam’s store. “It actually made for a great selling day last year,” Scott,  at left, says. “It showed that we are not just stuffy jewelers trying to sell you something. We love what we do and we have fun doing it.” The suits cost $80 to $100 each. “For the money, they fit nice and look great,” he says. 

The Tie Guy
Goodman’s Jewelers, Madison, WI

For John Hayes of Goodman’s Jewelers in Madison, WI, it’s all about the ties. “I have a collection of holiday ties and wear a different one each day from Thanksgiving to Jan. 1. I always start with Charlie Brown and the Great Pumpkin.” He has 38 and counting, although some have fallen apart after 25 years of collecting. 

The Sweater Fest
Miller’s Jewelry, Bozeman, MT

Jennifer Hornik Johnson says the whole staff at Miller’s participates in the annual Ugly Sweater Party in December. The store offers a 10 percent discount to any customers brave enough to wear their own ugly items to the event.

Don’t Be Afraid to Live in the Past
Cornerstone Jewelry & Engraving, Palos Park, IL

At Cornerstone Jewelry & Engraving, owner Bryan Blaha and team believe “Old Jewelers Have Old Souls.” To enhance their theme, they ramp up their sartorial savvy for the holiday season with bow ties, vests, hairstyles and facial hair that evoke the early 20th century. “We tend to dress to the ‘9s,” says manager Ryan C. Karp. “Like the 1909s.” It leaves a lasting impression on clients, together with incense, old-school holiday music, classic decor and demonstrations. 

Make a Statement With the LBD
K Hollis Jewelers, Batavia, IL

Black is never basic at K Hollis Jewelers, where Karen Hollis, center, and her staff feel confident wearing their little black dresses for holiday events. “It shows a level of class that makes my staff get noticed,” Hollis says. “Jewelry really stands out on black, and it’s fun to wear a bigger diamond or more expensive items for holiday parties.”

Family Morphs Into Elves!
Perry’s Emporium, Wilmington, NC

“I made my sons dress up in elf outfits for an after-Christmas ad on TV,” says owner Alan Perry. In the commercial, Perry says he’s leaving the store till next year. His sons say, “We’ll show him! Come in now and get up to 50 percent off until Jan. 15!” Perry admits he had to pay his sons to be elves, though.

If You Are the Designated Elf, Be a Good Sport
Talisman Collection, El Dorado Hills, CA

Owner Andrea Riso isn’t above dressing up. “I look like a super giant idiot as an elf, but I’m a good sport about it because it makes sales spike and it’s fun.” Sales associate Becca Souders, pictured, picked up the elf outfits at Fredericks of Hollywood. “It worked, sales and morale-wise,” Riso says.

This article originally appeared in the October 2017 edition of INSTORE.

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These Ridiculously Cute Store Greeters Break the Ice and Calm Shoppers’ Nerves

Store greeters set shoppers at ease and serve as brand ambassadors.



Store greeters of all types and species serve an important function in breaking the ice and easing threshold resistance. In the case of the four-legged variety, they offer a special breed of retail therapy, attract their share of regular admirers, and may even turn out to be adorably approachable jewelry models. Best of all, they add to your store experience and evoke an emotional response. Shoppers will be more than likely to just drop by to say hi.

Star Jewelers on HighColumbus, OH

THE ENGAGEMENT COUNSELOR. Rachel Howard of Star Jewelers on High in Columbus, OH, says her shop dog, Daisy, an 11-year-old Australian shepherd, loves to sit in the window and people watch, and as a result, brings passersby in to say hi. “Her favorite customers are engagement ring shoppers,” Howard says. “We think she senses their anxiety and sits by them to be a therapy dog and a source of comfort.”

Vogan Gold & Silver WorksColorado Springs, CO

THE RETAIL THERAPIST. Shelby is 6 years old and has been a greeter at Vogan Gold & Silver Works in Colorado Springs since she was 10 weeks old. While she loves all customers, she is having an “open fling” with the neighborhood UPS man, Wayne. “I say open because Wayne’s wife is well aware and is OK that he has Shelby’s picture on the visor in his big brown truck,” says Teri Vogan. Though Shelby will not change watch batteries, size a ring or tighten a diamond, she is good at customer service in the form of retail therapy. “She works hard,” Vogan says, “and only asks for animal crackers and elbow rubs.” (In the photo, apprentice Hollie Hyde offers Shelby an elbow rub.)

Art + SoulBoulder, CO

THE GREATEST MARKETING TOOL. Harry Winston, a.k.a. Winston the Yorkie, is the shop dog at Art + Soul in Boulder, CO. His claim to fame, says owner Debbie Klein, is that he is “The Best Dog. Ever.” His job duties include lounging in the sun in the front window and attracting passersby. ”He is our greatest marketing tool,” Klein says. “If you have a cookie, he will be your best friend for life. He used to have more friends on Facebook than I did until Facebook required us to provide proof that he was over age 13 to continue his page. He didn’t have a current ID, so they shut it down.”

LaLonde Jewelers & GemologistsGross Pointe Farms, MI

THE CHIEF MORALE OFFICER. Coco, a Maltese-poodle mix, is chief morale officer at LaLonde Jewelers & Gemologists in Grosse Pointe Farms, MI, owned by Daniel and Cynthia LaLonde. When she’s not posing for glamour shots for advertisements, she can regularly be found waiting eagerly at the door to greet customers.

Elizabeth Diamond Co.Dayton, OH

THE BEST FRIEND. At Elizabeth Diamond Co. in Dayton, OH, German shepherd DaisyGirl comes to the store with owner Sonny Singhvi every day. She spends time on the sales floor greeting clients and has a following of fans that stop by and ask to see and pet her. She also specializes in sitting pretty on elegant, upholstered chairs.

Persona Custom & Fine JewelryBoston, MA

THE RED CARPET STARLET. Independence, aka Indi, belongs to the owners of a hardware store that happens to be next door to Persona Custom & Fine Jewelry on Charles Street, a pedestrian-friendly shopping mecca in Boston. As Indi’s name suggests, she goes where she pleases. But, as a luxury lover, she prefers to spend much of her time on the red carpet entrance to Persona or on the store’s Swarovski-crystal tufted, overstuffed accent chair. People come by just to visit Indi, who may look haughty but is actually quite approachable, according to Persona’s creative director, Dustin Rennells. (photo credit: Kelsey Riggs)

Robert Goodman JewelersZionsville, IN

THE WATCH DOGS. Rescue dogs Quincy (black and white) and Journey (brown and white) both work for Robert Goodman Jewelers in Zionsville, IN. Because the store, owned by Robert and Rose-Marie Goodman, has a museum vibe, they seem to be experts at posing as if they, too, are works of art. They also spend quality time peering out the front door.

Lily & Company JewelersSanibel Island, FL

THE BRAND ICON. Lily & Company Jewelers, owned by Karen Bell and Dan Schuyler, was named for Bell’s Labradoodle, Lily, who has become the face of the business in print ads and billboards, where, adorned in top of the line, photo-shopped jewels, she greets every visitor to Sanibel Island, FL. Every year, Lily’s birthday party is a major event on the island. This year, she was preparing to celebrate her 14th in April.

de Boulle Diamond & JewelryDallas, TX

THE GLAMOUR QUEEN. Roo, an Italian greyhound, has a regal presence befitting her luxurious environment at DeBoulle. “Since 2015, Roo has been sniffing out the best jewelry and customers,” says Josh Garcia, director of creative and marketing. “Before her day begins, we make sure she is pampered and polished, and she loves to wear jewelry. Her typical day involves greeting everyone at the door to deliver the de Boulle experience and puppy kisses.”

Sami Fine JewelryFountain Hills, AZ

THE HR SPECIALISTS. Jewel and Gemma are very effective in the HR department, according to owner Stephenie Bjorkman. They keep everyone on an even keel, staff and customers alike. “Animals are great therapists,” she says. When clients come in, they quickly forget that they are “just looking” and immediately let their guard down. Gemma also sits on kids’ laps when they get their ears pierced, easing anxiety. They entertain watch customers, too, while they are waiting. “I can hear customers say, ‘This is the last time I will throw the ball for you,’ then an hour passes,” Bjorkman says.

Mitchell’s JewelersPikesville, MD

THE PROFESSIONAL CHARMER. “Meet Charlie, our newest and cutest part-time sales associate. He’s best with greeting customers and making everyone smile,” says Mitchell Dickler, president of Mitchell’s.

Nancy and David Fine JewelsMilburn, NJ

THE GREETER. At Nancy and David Fine Jewels, co-owners David and Nancy Stone know they can rely on mini-poodle Rico to welcome customers.

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