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Best of the Best: Doing The Guy Thing



Want to hold a Christmas sale event for men that won’t make them want to turn around and run right out the door? Day’s Jewelers has the answer.

[h3]Day’s Jewelers[/h3]

Best of the Best Logo[dropcap cap=F]or six hours one day each December, Day’s — a six-store chain based in Maine and New Hampshire — stages a event designed especially for the “kings of last-minute shopping.” And, they go all out to make the men feel right at home.[/dropcap]

[componentheading]THE IDEA[/componentheading]

As the chain’s home store is based in Waterville, ME, and is located near many rural communities, the managers went so far as to roll in a John Deere tractor with a 54-inch plow attached. Other guy-friendly features included a big-screen television replaying classic football games, as well as a beef carving station for hungry visitors.

[componentheading]THE EXECUTION[/componentheading]


As customers entered, they were all welcomed by Day’s managers and given tours of the store — showing off the company’s jewelry-manufacturing facilities, as well as introducing the company’s customer-friendly service programs. Then, after being given free rein to peruse the store’s showcases, the men were randomly approached by staff members holding decks of cards. The game? Twenty-one. The winners received free gifts of jewelry.

[componentheading]THE REWARDS[/componentheading]

Best of the Best: Doing the Guy ThingRuss Wheeler, manager of Day’s store in Waterville (population: 15,605) originated the idea five years ago. His goal was to create a low-pressure atmosphere in surroundings that men could relate to. And the figures show that his plan has succeeded. After five years, Day’s Jeweler’s “Men’s Night” has evolved into an affair that generates more than $250,000 annually for the company.

Principal owners Jeff and Kathy Corey, VP of Finance Mark Ford, and Portland, ME store manager Jim Corey, and their creative team of managers have helped build the event into exciting experience that creates valuable relationships with male customers.

Recently, the company opened a 10,500 square-foot store in growing Manchester, NH. The grand opening featured an ice sculpture, appearances by Miss and Mrs. Maine, fabulous food, along with plenty of give-aways and drawings being held every 15 minutes. The sales floor looked like New York City at lunchtime!

[span class=note]This story is from the March 2004 edition of INSTORE[/span]




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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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