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Best of the Best: Diamond Dogs

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IF YOUR DAUGHTER-IN-LAW suggested dressing up dogs with $100,000 of your inventory, would you leap at the chance? When Jennifer Miller, director of marketing for MJ Christensen Diamond Centers of Las Vegas, pitched the idea of a dog fashion show to her father-in-law, store owner Cliff Miller, he didn’t roll his eyes. “I thought it would be cool to have the energy that animals and their owners could bring,” Cliff says. “We are always seeking ways to minimize the ‘threshold resistance’ of our stores and look for ways to introduce ourselves to new segments within our community.” By trying an offbeat idea and enlisting community sponsors and partners, MJ Christensen raised $3,000 for the rescue group FUPI (Foreclosed Upon Pets) and in the process garnered goodwill and publicity galore. — EILEEN McCLELLAND

Best of the Best: Diamond Dogs

[componentheading]THE IDEA [/componentheading]
[contentheading]Bling Bullies[/contentheading]

MJ’s Bling and Bullies Fashion Show featured “bully breed” dog models sent down the runway in custom couture, and dripping with MJ Christensen diamonds
in the spacious Henderson, NV, store. “I met with our Luxury Magazine rep, who had seen the first bulldog fashion show at a restaurant — without jewelry,”
Jennifer says. “We decided to ramp it up. I am a dog lover, so this came very naturally to me.”

[componentheading]THE EXECUTION [/componentheading]
[contentheading]Top Dogs[/contentheading]

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[li] Aspiring canine models attended a casting call and audition for the gig. The top dogs from among the finalists were chosen by a Facebook vote.[/li]

[li] The dogs were outfitted by Bo & DeeMo, a canine couture house, and wore more than $100,000 worth of Christensen’s gems. “I think there was more concern about accidents on the red carpet than dogs running out the front door decked in MJ diamonds!” Jennifer says. “But there were 13 dogs and no accidents”[/li]

[li] Carbon Copy, a French bull dog, danced down the red carpet on his hind legs, while wearing a Night Rider cross embellished with 3 carats of diamonds.[/li]

{gallery}diamond_dogs:200:260:1:0{/gallery}[li] Handler Rosy Calvin modeled a dog collar while her pygmy pug Olivia wore a Tycoon pendant and a Hearts On Fire opera length “Audacious” diamond necklace, valued at over $75,000. But overall, the handlers wore more expensive pieces; the total retail value of the jewelry on display was $1.7 million.[/li]

[li] Handlers were outfitted by Dress Barn.[/li]

[li] Among raffle prizes were a Bo & DeeMo dog-couture basket (one for boy dogs; one for girl dogs) and a diamond pendant from MJ Christensen.[/li]

[li] The audience dined on mini hot dogs and Cupkates by Kate – Las Vegas. The canine models all received diamond-studded Bo & DeeMo dog tags. Luxury
Magazine
was the print sponsor and Pet’ographique the official photographer.[/li]

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[componentheading]THE RESULT [/componentheading]
[contentheading]Goodwill[/contentheading]

At least 150 people came, Fox showed it on the 10 o’clock news and $3,000 was raised for dog rescue, a cause dear to many customers’ hearts.

[componentheading]DO IT YOURSELF[/componentheading]

[li]”DON’T BE AFRAID to try something you never thought possible. Find something you are truly passionate about and then share it with your community. Anything done with heart-driven passion is bound to be successful.”[/li]

[li]”AS FOR INVITING multiple dogs in store, be sure you have a great trainer in charge. Our dogs attended several practice sessions and were handled by professionals.”[/li]

[li]ENCOURAGE creativity in your staff by considering even off beat ideas.- Advice from Jennifer Miller[/li]

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[span class=note]This story is from the October 2011 edition of INSTORE[/span]

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SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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Best of The Best

Best of the Best: Diamond Dogs

Published

on

Best of the Best Logo

IF YOUR DAUGHTER-IN-LAW suggested dressing up dogs with $100,000 of your inventory, would you leap at the chance? When Jennifer Miller, director of marketing for MJ Christensen Diamond Centers of Las Vegas, pitched the idea of a dog fashion show to her father-in-law, store owner Cliff Miller, he didn’t roll his eyes. “I thought it would be cool to have the energy that animals and their owners could bring,” Cliff says. “We are always seeking ways to minimize the ‘threshold resistance’ of our stores and look for ways to introduce ourselves to new segments within our community.” By trying an offbeat idea and enlisting community sponsors and partners, MJ Christensen raised $3,000 for the rescue group FUPI (Foreclosed Upon Pets) and in the process garnered goodwill and publicity galore. — EILEEN McCLELLAND

Best of the Best: Diamond Dogs

[componentheading]THE IDEA [/componentheading]
[contentheading]Bling Bullies[/contentheading]

MJ’s Bling and Bullies Fashion Show featured “bully breed” dog models sent down the runway in custom couture, and dripping with MJ Christensen diamonds
in the spacious Henderson, NV, store. “I met with our Luxury Magazine rep, who had seen the first bulldog fashion show at a restaurant — without jewelry,”
Jennifer says. “We decided to ramp it up. I am a dog lover, so this came very naturally to me.”

Advertisement

[componentheading]THE EXECUTION [/componentheading]
[contentheading]Top Dogs[/contentheading]

[li] Aspiring canine models attended a casting call and audition for the gig. The top dogs from among the finalists were chosen by a Facebook vote.[/li]

[li] The dogs were outfitted by Bo & DeeMo, a canine couture house, and wore more than $100,000 worth of Christensen’s gems. “I think there was more concern about accidents on the red carpet than dogs running out the front door decked in MJ diamonds!” Jennifer says. “But there were 13 dogs and no accidents”[/li]

[li] Carbon Copy, a French bull dog, danced down the red carpet on his hind legs, while wearing a Night Rider cross embellished with 3 carats of diamonds.[/li]

{gallery}diamond_dogs:200:260:1:0{/gallery}[li] Handler Rosy Calvin modeled a dog collar while her pygmy pug Olivia wore a Tycoon pendant and a Hearts On Fire opera length “Audacious” diamond necklace, valued at over $75,000. But overall, the handlers wore more expensive pieces; the total retail value of the jewelry on display was $1.7 million.[/li]

[li] Handlers were outfitted by Dress Barn.[/li]

[li] Among raffle prizes were a Bo & DeeMo dog-couture basket (one for boy dogs; one for girl dogs) and a diamond pendant from MJ Christensen.[/li]

Advertisement

[li] The audience dined on mini hot dogs and Cupkates by Kate – Las Vegas. The canine models all received diamond-studded Bo & DeeMo dog tags. Luxury
Magazine
was the print sponsor and Pet’ographique the official photographer.[/li]

[componentheading]THE RESULT [/componentheading]
[contentheading]Goodwill[/contentheading]

At least 150 people came, Fox showed it on the 10 o’clock news and $3,000 was raised for dog rescue, a cause dear to many customers’ hearts.

[componentheading]DO IT YOURSELF[/componentheading]

[li]”DON’T BE AFRAID to try something you never thought possible. Find something you are truly passionate about and then share it with your community. Anything done with heart-driven passion is bound to be successful.”[/li]

[li]”AS FOR INVITING multiple dogs in store, be sure you have a great trainer in charge. Our dogs attended several practice sessions and were handled by professionals.”[/li]

Advertisement

[li]ENCOURAGE creativity in your staff by considering even off beat ideas.- Advice from Jennifer Miller[/li]

[span class=note]This story is from the October 2011 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular