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Best of the Best: Sweets Success

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Stores that are doing things right: Simons Jewelers

[h3]Simons Jewelers: Being heard above the holiday din[/h3]

[componentheading]THE IDEA[/componentheading]

Best of the Best: Simons Jewelry

In the holiday season, when every retailer in the country is jostling and screaming to get the attention of consumers, St Louis-based Simons Jewelers advertises a $1.5 million box of jewelry-laced chocolates.

[componentheading]THE REWARDS[/componentheading]

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Best of the Best LogoLocal newspaper and television outlets were on the phone soon after the candy box was unveiled in December, and when the Associated Press picked up on it, the story got some real legs, appearing in papers across the country. Robb Report said it wanted to feature the chocolate box. The media coverage helped ensure Simons had its best holiday season ever. Sales growth was in the double-digit range and store owner Simon Katz says he’s sure the box was a major factor. “We got a tremendous media response,” he said, adding that people came into the store throughout December asking about the box.

[componentheading]THE EXECUTION[/componentheading]

Katz said the idea for the box came in November when the owner of nearby Lake Forest Confections, Bud Kolbrener, approached him about creating a super-luxe tray of chocolates as a holiday gift. The result was “Le Chocolat,” dark chocolates and five suites of jewelry made up of sapphire, emerald, ruby and diamond pieces in an elaborate box ordered from Europe. The centerpiece of the 13-item collection was a bracelet set with about 30 carats of yellow and white diamonds matched with marquis-cut diamond earrings. Kolbrener promised to have the candy dusted in edible 24-karat gold if a genuine buyer for the box emerged. (One never did, but some of the individual items sold.)

[componentheading]THE ADDED BENEFIT[/componentheading]

Le Chocolate further helped Katz’s holiday sales by drawing attention to a parallel promotion targeted at a 10,000-person customer list. This promotion — which doffed its hat to Willy Wonka — offered a similar box of gourmet chocolates from Lake Forest to every customer who bought jewelry before Christmas. Inside one of the boxes was a golden ticket that could be exchanged for $5,000 worth of jewelry at Simons. Katz said the take-up rate on the offer was a very impressive 10 percent. “A lot of people saved the chocolate as a present to be placed under the Christmas tree,” Katz said. It was one such gifted box that contained the golden ticket. The result was more good word-of-mouth advertising.

[span class=note]This story is from the February 2007 edition of INSTORE[/span]

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Best of The Best

Best of the Best: Sweets Success

Published

on

Stores that are doing things right: Simons Jewelers

[h3]Simons Jewelers: Being heard above the holiday din[/h3]

[componentheading]THE IDEA[/componentheading]

Best of the Best: Simons Jewelry

In the holiday season, when every retailer in the country is jostling and screaming to get the attention of consumers, St Louis-based Simons Jewelers advertises a $1.5 million box of jewelry-laced chocolates.

Advertisement

[componentheading]THE REWARDS[/componentheading]

Best of the Best LogoLocal newspaper and television outlets were on the phone soon after the candy box was unveiled in December, and when the Associated Press picked up on it, the story got some real legs, appearing in papers across the country. Robb Report said it wanted to feature the chocolate box. The media coverage helped ensure Simons had its best holiday season ever. Sales growth was in the double-digit range and store owner Simon Katz says he’s sure the box was a major factor. “We got a tremendous media response,” he said, adding that people came into the store throughout December asking about the box.

[componentheading]THE EXECUTION[/componentheading]

Katz said the idea for the box came in November when the owner of nearby Lake Forest Confections, Bud Kolbrener, approached him about creating a super-luxe tray of chocolates as a holiday gift. The result was “Le Chocolat,” dark chocolates and five suites of jewelry made up of sapphire, emerald, ruby and diamond pieces in an elaborate box ordered from Europe. The centerpiece of the 13-item collection was a bracelet set with about 30 carats of yellow and white diamonds matched with marquis-cut diamond earrings. Kolbrener promised to have the candy dusted in edible 24-karat gold if a genuine buyer for the box emerged. (One never did, but some of the individual items sold.)

[componentheading]THE ADDED BENEFIT[/componentheading]

Le Chocolate further helped Katz’s holiday sales by drawing attention to a parallel promotion targeted at a 10,000-person customer list. This promotion — which doffed its hat to Willy Wonka — offered a similar box of gourmet chocolates from Lake Forest to every customer who bought jewelry before Christmas. Inside one of the boxes was a golden ticket that could be exchanged for $5,000 worth of jewelry at Simons. Katz said the take-up rate on the offer was a very impressive 10 percent. “A lot of people saved the chocolate as a present to be placed under the Christmas tree,” Katz said. It was one such gifted box that contained the golden ticket. The result was more good word-of-mouth advertising.

Advertisement

[span class=note]This story is from the February 2007 edition of INSTORE[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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