While most jewelers market their newest jewelry brands, products and watches, Jones Brothers Jewelers in Peoria, IL, is spending its efforts towards marketing their cutting-edge laser welding technology.

[h3]Jones Brothers Jewelers; Peoria, IL[/h3]

[dropcap cap=W]hile most jewelers market their newest jewelry brands, products and watches, Jones Brothers Jewelers in Peoria, IL, is spending its efforts towards marketing their cutting-edge laser welding technology.[/dropcap]

[componentheading]THE IDEA[/componentheading]

The jeweler has received its greatest public relations results ever from touting the benefits of laser technology over conventional heating and soldering methods.  

Shortly after the equipment was installed, Bob Woolsey, partner in Jones Brothers Jewelers, contacted the local newspaper about their recent purchase. A full-page editorial ensued and Jones Brothers’ newest addition brought in many brand-new prospects who wanted to know if this equipment could fix some hard-to-repair heirlooms.

The ability to fix some of these pieces has brought even more new customers and has converted many repairs into new jewelry purchases.

[componentheading]THE EXECUTION[/componentheading]

“Marketing our technology and letting customers and prospects know that our store invests in the newest and latest equipment helps differentiate our store from the competition and our customers appreciate it,” notes Woolsey.

Preparation was key. Woolsey, prior to contacting the press, arranged with a local photographer to professionally photograph the equipment being used by Shane Lutrell, who heads the company’s design and repair department. The photos proved invaluable and made their way to the front page of the newspaper. In addition, the company now incorporates those photos in other printed materials.

Says Woolsey, about his promotional efforts: “It’s not just about new equipment, it’s about why we invest in new equipment. It’s about who we are, it’s about being consistent in offering customers the best that’s available.”

[span class=note]This story is from the October 2003 edition of INSTORE[/span]