Connect with us

Best of the Best: Making Sales Via Technology

Published

on

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]

Best of the Best Logo[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]

Best of the Best: Making Sales via Technology

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

Advertisement

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.”

Advertisement

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

Advertisement

SPONSORED VIDEO

Maximize Every Sale with Wilkerson

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

Promoted Headlines

Most Popular

Best of The Best

Best of the Best: Making Sales Via Technology

Published

on

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]

Best of the Best Logo[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]

Best of the Best: Making Sales via Technology

Advertisement

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.

Advertisement

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]

Advertisement

SPONSORED VIDEO

Maximize Every Sale with Wilkerson

When it’s time to run a sale, whether it’s a retirement, going-out-of-business, anniversary or “we’ve got too much merchandise” sale, let Wilkerson handle the details. The Diamond Galleria did just that when they selected Wilkerson to run its liquidation sale. According to Sharon, their CPA, it was the right choice. “We could have done a going-out-of-business sale ourselves and done 30 to 40 percent of what we actually sold with Wilkerson involved,” she says. Seeing the strategies that Wilkerson puts in place for every sale was something that convinced her they had made the right move. “I would highly recommend Wilkerson to anyone considering this type of sale.”

Promoted Headlines

Most Popular