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Brainstorm: Name Your Parking Rows For the Designers You Carry

“No, Mom, we didn’t park in Mikimoto, we parked in Alexis Bittar.”

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Parking lot

HERE’S AN IDEA for jewelers with their own parking lot. Mark the different rows — or spaces, if it’s a small lot — with signs featuring the names and photos of the different designer lines you carry. Imagine a 14-year-old saying, “No, Mom, we didn’t park in Mikimoto, we parked in Alexis Bittar.” Great branding. (Alternatively, you can put advertisements of your current specials in each space.)

Source: Faith Popcorn, EVE-O-LUTION

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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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