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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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Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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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

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. 

Advertisement

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

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.

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