More Best of the Best Briefs

Published

16 years ago

July 2, 2008

Other retailers doing thing right

TODAY’S THE DAY
ROBBINS BROS. teamed up with NBC’s Today Show to help 18 couples get engaged. The event was part of the Today Show’s ?Will You Marry Me?? Valentine’s Day series. Held at Rockefeller Plaza, Today anchors Katie Couric and Matt Lauer were on hand for the event. Following the show, couples from six major US cities returned to their hotel rooms to find a personally signed congratulatory engagement card and a $300 gift certificate from Steve Robbins.

DEMO MISSION
Consumers are becoming increasingly aware of what makes a good cut, but they usually only ever get to see the finished product. Last year, NORTHEASTERN FINE JEWELRY in Schenectady, NY, gave their customers the opportunity to see a work in progress with a live demonstration on the art of cleaving and cutting a diamond ? but not just any old diamond. The demonstration involved work on a Lazare Kaplan International ideal-cut diamond.

RAVEN MAD
Like many retailers, SMYTH JEWELERS realized years ago that being associated with a local sports team is a way to bond with the male customers in their market. So, the Maryland-based jeweler negotiated a contract to sponsor the Baltimore Ravens’ Ring of Honor. The deal between the jeweler and the National Football League franchise is part of a multi-year agreement that designated Smyth as a preferred partner of the Baltimore Ravens.

SPORTS MEDICINE
John McEnroe made an

in-store appearance at LONG’S JEWELERS’ downtown Boston location to show his support for the Laureus Sport for Good Foundation USA. Baume & Mercier is also involved with the sports charity. The watchmaker created a limited edition Laureus watch, which is sold at Long’s Jewelers. McEnroe, who was greeted by hundreds of fans, made the appearance to heighten awareness that proceeds from each watch sale are donated to the Foundation. The charity promotes the use of sports as a vehicle for change in communities.

TAX DEDUCTIBLE
Wixon Jewelers’ annual Watch Expo is the store’s most anticipated sales event, for both customers and the sales team. Customers not only get to see Wixon’s wide selection of watches, but enjoy a tax break as well. The Minnesota-based jeweler picks up the sales tax ? for the two-day annual event only. In addition to relieving customers of the tax burden, Wixon’s also hands out a customer-appreciation gift with each watch purchase.

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”