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Best of the Best: Marketing With Meaning

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Best of the Best Logo[dropcap cap=L]ast year was a banner year at Cornell’s Jewelers in Rochester, NY. The secret to their success? Gala fun-raising events that helped build huge goodwill for the company. 

In their most successful fund-raiser, Olivia and David Cornell (with some help from their store’s very generous vendors), produced a record $573,000 in contributions for the local branch of the National Center for Missing and Exploited Children (NCMEC).

[componentheading]BLACK-TIE[/componentheading]

[contentheading]America’s Most Wanted[/contentheading]

Best of the Best: Marketing with Meaning

The Cornells teamed up with the 19-year-old charity’s original founders to stage a gala black-tie social event featuring a live, silent auction that attracted more than 750 people. John Walsh of TV’s America Most Wanted was the keynote speaker and made a speech entitled “How To Make A Difference.” Auctioned items included trips to resorts, health spa packages, TV and radio media packages and shopping trips to famous department stores. And, of course, many fine jewelry items selected and provided by Cornell’s vendors. 

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In September, the Cornell’s staged an event called “Silver Symphony.” Participating vendors were asked to donate jewelry to NCMEC/NY. “Just great silver designers like Judith Ripka, Stephen Dweck, Zena, Elyse Ryan, Michael Dawkins, and John Antencio were showcased,” added Olivia Cornell. “We got on the phone and called everybody we knew and urged them to come to the event.”

Plus, 15 of Cornell’s best customers were escorted to a waiting stretch limousine and driven to Manhattan for tours of the design studios of Jay Strongwater and John Hardy, the Diamond Building at 580 Fifth Avenue, as well as the offices of In Style magazine — plus, lunch and shopping at Saks. “The entire event was extremely successful,” said Olivia Cornell. “When we got back, the phone was ringing off the hook from people who heard about the promotion and promised to attend next year.”

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

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SPONSORED VIDEO

Windsor Jewelers: Building for Tomorrow with Wilkerson

After 43 years in the jewelry industry, Windsor Jewelers' President Rob Simon knows the value of trusted partnerships. When planning a store expansion in Winston-Salem, North Carolina, he turned to Wilkerson to transform existing inventory into construction capital. "There have been very few companies I've dealt with that I totally trust," Simon shares. "Wilkerson understands their success is 100% based on your success." The partnership enabled Windsor to fund new showcases and construction while maintaining their position as their community's premier jeweler. For Simon, the choice was clear: "Over the years, I've been abused in every direction there is by different people in this industry, so I know what to avoid. One company not to avoid is Wilkerson."

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Best of The Best

Best of the Best: Marketing With Meaning

Published

on

Best of the Best Logo[dropcap cap=L]ast year was a banner year at Cornell’s Jewelers in Rochester, NY. The secret to their success? Gala fun-raising events that helped build huge goodwill for the company. 

In their most successful fund-raiser, Olivia and David Cornell (with some help from their store’s very generous vendors), produced a record $573,000 in contributions for the local branch of the National Center for Missing and Exploited Children (NCMEC).

[componentheading]BLACK-TIE[/componentheading]

[contentheading]America’s Most Wanted[/contentheading]

Best of the Best: Marketing with Meaning

Advertisement

The Cornells teamed up with the 19-year-old charity’s original founders to stage a gala black-tie social event featuring a live, silent auction that attracted more than 750 people. John Walsh of TV’s America Most Wanted was the keynote speaker and made a speech entitled “How To Make A Difference.” Auctioned items included trips to resorts, health spa packages, TV and radio media packages and shopping trips to famous department stores. And, of course, many fine jewelry items selected and provided by Cornell’s vendors. 

In September, the Cornell’s staged an event called “Silver Symphony.” Participating vendors were asked to donate jewelry to NCMEC/NY. “Just great silver designers like Judith Ripka, Stephen Dweck, Zena, Elyse Ryan, Michael Dawkins, and John Antencio were showcased,” added Olivia Cornell. “We got on the phone and called everybody we knew and urged them to come to the event.”

Plus, 15 of Cornell’s best customers were escorted to a waiting stretch limousine and driven to Manhattan for tours of the design studios of Jay Strongwater and John Hardy, the Diamond Building at 580 Fifth Avenue, as well as the offices of In Style magazine — plus, lunch and shopping at Saks. “The entire event was extremely successful,” said Olivia Cornell. “When we got back, the phone was ringing off the hook from people who heard about the promotion and promised to attend next year.”

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

Advertisement

SPONSORED VIDEO

Windsor Jewelers: Building for Tomorrow with Wilkerson

After 43 years in the jewelry industry, Windsor Jewelers' President Rob Simon knows the value of trusted partnerships. When planning a store expansion in Winston-Salem, North Carolina, he turned to Wilkerson to transform existing inventory into construction capital. "There have been very few companies I've dealt with that I totally trust," Simon shares. "Wilkerson understands their success is 100% based on your success." The partnership enabled Windsor to fund new showcases and construction while maintaining their position as their community's premier jeweler. For Simon, the choice was clear: "Over the years, I've been abused in every direction there is by different people in this industry, so I know what to avoid. One company not to avoid is Wilkerson."

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