Best of the Best: Marketing With Meaning

Published

22 years ago

April 1, 2004

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.

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]

Exceeding Every Expectation: How Wilkerson Helped d’Original Jewelers Achieve an Outstanding Retirement Sale

When David Rees decided to retire after 34 years of serving Bellevue, Washington’s Eastside, he and his wife knew their exit from d’Original Jewelers needed to honor their decades-long commitment to customers while meeting their financial goals. Since opening in 1990, David had built a reputation as one of the area’s most trusted names for diamonds, custom jewelry, and repairs. Understanding that a successful retirement sale requires more than just discounting merchandise, David chose Wilkerson to manage his transition. What impressed him most was their attention to detail, particularly in accounting and sales projections. The results far exceeded his expectations — the sale significantly outperformed projections, delivering exceptional financial results that surpassed his retirement goals. “They were always there for support. If we needed anything, they were able to accomplish that,” David shares. For jewelers contemplating retirement, David’s experience demonstrates Wilkerson’s proven ability to deliver outstanding results while providing comprehensive support throughout the entire process. His recommendation? “100% yes.”