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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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Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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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

Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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