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Best of the Best: Showing Customers the Magic

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[h3]Plante Jewelers; Swansea, MA[/h3]

[dropcap cap=M]ost jewelers involve the customer in the retail selling process by qualifying the prospect, discovering needs, demonstrating value, and closing the sale.[/dropcap]

[componentheading]THE IDEA[/componentheading]

Best of the Best LogoPlante Jewelers in Swansea, MA, not only demonstrates value, but also demonstrates the actual manufacturing process right in front of the prospect. “One day while a good customer of ours was watching her ring being sized the idea came to me,” says owner Pierre Plante. “We included the idea in our monthly planning meeting and decided to call upon Tom Kruskal, of Tom Kruskal Designs to participate in this with us. We discussed all the parameters of having him bring in his anvil, torches, gold stock, and his wonderful creativity. We centered the promotion around the customers watching their new earrings be made, literally right before their eyes. Our supplier was ecstatic over the idea, and we tied up all the loose ends.”

[componentheading]THE EXECUTION[/componentheading]

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Plante Jewelers created a special announcement for the one-night event, which was sent to all its female customers. Wine and cheese was served, and a special prize drawing was held. Says Plante: “It was phenomenal. Many of our women customers wore their Tom Kruskal jewelry, and were thrilled to meet the designer himself.” Even men, usually not as interested in such events as the women, came in large numbers to see the designer form, pound, solder, and polish his one-of-a-kind creations.

[componentheading]THE REWARDS[/componentheading]

Since the event, the company’s earring sales have reached their highest levels ever. Plante says, “Our customers now have a whole new appreciation for what actually takes place in the fabrication process of the designs we choose to market.” Later, the company also brought in its colored-stone supplier from Sri Lanka for a similar event promoting natural unheated sapphires. Says the storeowner: “We showed the exact maps the miners use, and many pictures explaining the arduous mining process. The customers loved it, and many fine specimens were purchased as a result of the event.”

Since then, special events marketing has become an important part of Plante Jewelers’ promotional planning. “What is really cool,” says Plante, “is that now people passing by our windows make it a point to peer in to see what might be happening!”

Steve Kretser is a former retail jeweler, and has operated VistaGroup Jewelers Resources since 1995. The VistaGroup develops customized growth marketing plans, competitive analysis, and sales training cultures for the retail jewelry industry. You can subscribe to VistaGroup’s free newsletter “Sell More, More Often” at [email protected]

[span class=note]This story is from the January 2004 edition of INSTORE[/span]

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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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Best of The Best

Best of the Best: Showing Customers the Magic

Published

on

 

[h3]Plante Jewelers; Swansea, MA[/h3]

[dropcap cap=M]ost jewelers involve the customer in the retail selling process by qualifying the prospect, discovering needs, demonstrating value, and closing the sale.[/dropcap]

[componentheading]THE IDEA[/componentheading]

Best of the Best LogoPlante Jewelers in Swansea, MA, not only demonstrates value, but also demonstrates the actual manufacturing process right in front of the prospect. “One day while a good customer of ours was watching her ring being sized the idea came to me,” says owner Pierre Plante. “We included the idea in our monthly planning meeting and decided to call upon Tom Kruskal, of Tom Kruskal Designs to participate in this with us. We discussed all the parameters of having him bring in his anvil, torches, gold stock, and his wonderful creativity. We centered the promotion around the customers watching their new earrings be made, literally right before their eyes. Our supplier was ecstatic over the idea, and we tied up all the loose ends.”

Advertisement

[componentheading]THE EXECUTION[/componentheading]

Plante Jewelers created a special announcement for the one-night event, which was sent to all its female customers. Wine and cheese was served, and a special prize drawing was held. Says Plante: “It was phenomenal. Many of our women customers wore their Tom Kruskal jewelry, and were thrilled to meet the designer himself.” Even men, usually not as interested in such events as the women, came in large numbers to see the designer form, pound, solder, and polish his one-of-a-kind creations.

[componentheading]THE REWARDS[/componentheading]

Since the event, the company’s earring sales have reached their highest levels ever. Plante says, “Our customers now have a whole new appreciation for what actually takes place in the fabrication process of the designs we choose to market.” Later, the company also brought in its colored-stone supplier from Sri Lanka for a similar event promoting natural unheated sapphires. Says the storeowner: “We showed the exact maps the miners use, and many pictures explaining the arduous mining process. The customers loved it, and many fine specimens were purchased as a result of the event.”

Since then, special events marketing has become an important part of Plante Jewelers’ promotional planning. “What is really cool,” says Plante, “is that now people passing by our windows make it a point to peer in to see what might be happening!”

Steve Kretser is a former retail jeweler, and has operated VistaGroup Jewelers Resources since 1995. The VistaGroup develops customized growth marketing plans, competitive analysis, and sales training cultures for the retail jewelry industry. You can subscribe to VistaGroup’s free newsletter “Sell More, More Often” at [email protected]

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[span class=note]This story is from the January 2004 edition of INSTORE[/span]

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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