Connect with us

Do You Or Don't You?

Did You or Didn’t You … Change Your Marketing for the Holidays?

Yes, the majority of jewelers freshened their holiday marketing.




Yes, I Did

Did You or Didn’t You … Change Your Marketing for the Holidays?

I maintained my budget and got a little more aggressive with both newspaper ads and billboards. — Gene Poole; Hudson-Poole Jewelers, Tuscaloosa, AL

I dropped my local newspaper. They are getting too expensive and I perceive very little benefit from the money I was spending there. We did direct mail to our list and signed up for shopping-cart ads too. — Julia Newton; Julia Newton Jewelry, Wilson, NC

The local paper offered reduced rates on ads, so we took advantage. — Brian Stubblefield; Hendersonville Jewelers, Hendersonville, TN

Got a website, started promoting by corporate sponsorship of the local NPR classical music station, made a donation of a ring to the annual Duke Children’s Hospital fund-raiser. — David Phelps; Precision Platinum, Durham, NC

We increased our marketing efforts, specifically with network and cable TV to reach a greater more diversified market than with our traditional print-dominated efforts. We were surprised at how many customers commented on our commercial during the Macy’s Thanksgiving Day Parade — money well spent. — J. Dennis Petimezas; Watchmakers Diamonds and Jewelry, Johnstown, PA

We did an invitation-only sale two Sundays before Thanksgiving — wine and cheese, short hours, 50 percent off most everything in inventory. In spite of a 12-inch snowfall, we had record sales. — Lonnie Marcus; Castle Rock Jewelers, Castle Rock, CO

I sent out free gift cards to about 350 of my best customers, but I did not do a large mailing to all of my mailing list. — Valeria Savvenas; Manoli’s Jewelers, Springfield, MO

We hit social networking and the Internet as our main source of advertising. — Joel Wiland; J. David’s Jewelry, Broken Arrow, OK

We used a weather “snow” promotion to stand out from the word “sale.” — Jeff Vierk; Vierk’s Fine Jewelry, Lafayette, IN

We softened ads to be more appropriate to smaller ticket items and family values. — Janice A. Niebauer; Ralph Miller Jewelers & Gallery, Erie, PA

Almost all of our client contacts are now e-mails or phone calls. We still mail out thank-you cards, but that is about all that we put in the mail. — Phred Hall; PhDiamonds, Capitola, CA

I now carry 1,000 items under $100 — SteelX, Hershey Kiss and Off the Cuff bracelets. I sent out 22,000 fliers into nine neighboring towns. — Cathy Grad; Caffray Jewelers, Hinsdale, IL


No, I Didn’t

What I did in 2008 worked so I figured if it ain’t broke, don’t fix it. — Chris Snowden; Snowden’s Jewelers, Wilmington, NC

I did not change because the previous three years were tough. I’m still just working the best price and great service. — Ray Chylewski; Hope Diamonds, Rocklin, CA

I am not big on strategy stuff. I just do my best to sell every customer that walks in. — Steve Stempinski; Steve’s Place, Madison, GA

Not a lot of capital to put into advertising. — Janet L. La Paz; Genesis Jewelry & Art Gallery, Greenfield, WI

It worked last year, doing it again this year. — Zdena Jiroutova; Z Folio Gallery, Solvang, CA

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].



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.”

Promoted Headlines






INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular