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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

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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Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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