Best of the Best: Marketing With Meaning

Published

20 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).

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[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]

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”