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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

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When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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