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Best of the Best: Marquirette’s Exquisite Jewelry

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Best of the Best Logo[dropcap cap=L]aunching events isn’t always about moving merchandise. When the owners of Marquirette’s Exquisite Jewelry of Montgomery, AL, decided to hold a speed-dating event in their 4,500 square foot store, they weren’t thinking so much about selling as they were about bringing a little fun and good feelings into the space. Sales would likely follow. — Rebecca Kisch[/dropcap]

[componentheading]The idea [/componentheading]

[contentheading]Keep it fresh[/contentheading]

Best of the Best: Marquirette's Exquisit Jewelry

The people at Marquirette’s are always trying fresh ideas to keep their store on the cutting edge. When a couple of friends from R.S.V.P., a regional magazine, said they were doing a series of articles on speed dating they decided to give it a shot in their own store. It was something fun and light-hearted and, since speed dating is usually the preserve of restaurants and night clubs, something fresh.

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[componentheading]The execution [/componentheading]

[contentheading]Mix, mingle and munch[/contentheading]

The setup was easy, says Lyle Fields, co-owner of the store. Instead of “cramping the aisles” with tables and chairs, stools borrowed from local restaurants were set up at each of the store’s 36 cases. Each woman had a seat behind a case and waited as suitors rotated through the store to chat for six minutes before moving on. “It was like a seventh-grade dance for a few minutes,” Fields says, but soon everyone was totally into it. For two hours, about 45 people mingled in the store, munching on mini cannolis and other finger foods. Advertising was easy, too. A small advertisement in a local magazine and the promotional help of R.S.V.P. were really secondary sources to get the word out. Talking it up in the store for about six months prior to the event was the most important aspect of the advertising campaign, Fields says. Word of mouth can be a powerful force. They ended up with about 45 daters, ages 35 and up.

[componentheading]The reward [/componentheading]

[contentheading]Create future customers[/contentheading]

Though no merchandise was sold that day, Marquirette’s was featured the next day on the cover of the local newspaper, the Montgomery Advertiser, as well as on a local television news
station. The goal to maintain a positive presentation of the store was easily met. Plus, any speed dater who fell in love would know exactly where to buy the engagement ring.

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[componentheading]Do It Yourself [/componentheading]

Best of the Best: Marquirette's Exquisit Jewelry

Bring people together. Jewelry stores can be intimidating places. Warm up yours by making it a place for a community to mingle and munch.

Spread the word. Pick a date and talk it up. Customers buying jewelry may not always be single, but they’re bound to have some single friends.

Use your space. The owners of Marquirette’s were lucky enough to have a big store to work with. But be creative. Use what you have. See if you can’t make a dating booth out of a jewelry case.

Tap into your local resources. Marquirette’s used stools from local restaurants. See what else can easily be borrowed

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[span class=note]This story is from the October 2009 edition of INSTORE[/span]

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SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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Best of The Best

Best of the Best: Marquirette’s Exquisite Jewelry

Published

on

 

Best of the Best Logo[dropcap cap=L]aunching events isn’t always about moving merchandise. When the owners of Marquirette’s Exquisite Jewelry of Montgomery, AL, decided to hold a speed-dating event in their 4,500 square foot store, they weren’t thinking so much about selling as they were about bringing a little fun and good feelings into the space. Sales would likely follow. — Rebecca Kisch[/dropcap]

[componentheading]The idea [/componentheading]

[contentheading]Keep it fresh[/contentheading]

Best of the Best: Marquirette's Exquisit Jewelry

Advertisement

The people at Marquirette’s are always trying fresh ideas to keep their store on the cutting edge. When a couple of friends from R.S.V.P., a regional magazine, said they were doing a series of articles on speed dating they decided to give it a shot in their own store. It was something fun and light-hearted and, since speed dating is usually the preserve of restaurants and night clubs, something fresh.

[componentheading]The execution [/componentheading]

[contentheading]Mix, mingle and munch[/contentheading]

The setup was easy, says Lyle Fields, co-owner of the store. Instead of “cramping the aisles” with tables and chairs, stools borrowed from local restaurants were set up at each of the store’s 36 cases. Each woman had a seat behind a case and waited as suitors rotated through the store to chat for six minutes before moving on. “It was like a seventh-grade dance for a few minutes,” Fields says, but soon everyone was totally into it. For two hours, about 45 people mingled in the store, munching on mini cannolis and other finger foods. Advertising was easy, too. A small advertisement in a local magazine and the promotional help of R.S.V.P. were really secondary sources to get the word out. Talking it up in the store for about six months prior to the event was the most important aspect of the advertising campaign, Fields says. Word of mouth can be a powerful force. They ended up with about 45 daters, ages 35 and up.

[componentheading]The reward [/componentheading]

[contentheading]Create future customers[/contentheading]

Advertisement

Though no merchandise was sold that day, Marquirette’s was featured the next day on the cover of the local newspaper, the Montgomery Advertiser, as well as on a local television news
station. The goal to maintain a positive presentation of the store was easily met. Plus, any speed dater who fell in love would know exactly where to buy the engagement ring.

[componentheading]Do It Yourself [/componentheading]

Best of the Best: Marquirette's Exquisit Jewelry

Bring people together. Jewelry stores can be intimidating places. Warm up yours by making it a place for a community to mingle and munch.

Spread the word. Pick a date and talk it up. Customers buying jewelry may not always be single, but they’re bound to have some single friends.

Use your space. The owners of Marquirette’s were lucky enough to have a big store to work with. But be creative. Use what you have. See if you can’t make a dating booth out of a jewelry case.

Advertisement

Tap into your local resources. Marquirette’s used stools from local restaurants. See what else can easily be borrowed

[span class=note]This story is from the October 2009 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

When Sales Beat Projections, You Know Wilkerson Did Its Job

There are no crystal balls when it comes to sales projections. But when Thomasville, Georgia jeweler Fran Lewis chose Wilkerson to run the retirement/going-out-of-business sale for Lewis Jewelers and More, she was pleasantly surprised to learn that even Wilkerson could one-up its own sales numbers. “Not only did we meet our goal, but we exceeded the goal that Wilkerson had given us by about 134%,” she says. After more than 40 years in the business, Lewis says she decided a few years ago to “move towards retirement.” And she was impressed by Wilkerson’s tenure in the industry. Overall, she’d recommend the company to anyone else who may be thinking it’s time to hang up their loupe. “As a full package, they’ve done a very good job and I’d definitely recommend Wilkerson.”

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