YES, I HAVE
➤ We attend a local bridal fair to show goods and invite brides to a special show, with discounts, at our store two weeks later. It is tiring and a lot of work but often has paid dividends. Most of our bridal clients become clients for life. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
➤ I actually host a bridal show. We usually take a selection of rings for the brides’ friends to look at and try on. We also take men’s rings and gift ideas for the bridal party — toasting glasses for us to engrave. It usually goes well. — Eric Olsen, Chisholm’s Jewelry, Lander, WY
➤ We displayed gents’ wedding bands. Went over real well. — Lyle Fields, Marquirette’s Exquisite Jewelry, Montgomery, AL
➤ No bride comes to the show alone. She has her bridesmaids and mother, etc. Everyone is fair game. Even if she has her diamond, there is still opportunity for a band or trade-ups. We like doing the shows; we love brides coming up to us and showing off her ring from us. — Mike Doland, Doland Jewelers, Dubuque, IA
➤
5 We built a portable cleaning station so we could polish engagement rings. Our approach was twofold: First, while the rings were being made pretty again, the staff would have about five minutes to show them other rings and bands; second, we got to see what size and shape of diamond is popular and what metal they choose. It was very valuable information for us. We were not trying to make sales; we wanted them to come back to our store, so we incentivized them with $50 off their purchase of a wedding ring. We had about a $2,000 investment and to date have gotten over $10,000 in sales. Not too bad for an afternoon of fun. — Doug Meadows, David Douglas Diamonds & Jewelry, Marietta, GA
NO, I HAVEN’T
That’s chasing the horse after it is out of the barn. — Chuck Kuba, Iowa Diamond, Des Moines, IA
➤ Bridal shows are for all the “fluff.” If they are there, they have a ring and are looking for wedding stuff — caterer, florist, photographer, etc. etc. etc. — Joan Charlene Little, Genesis Jewelry, Muscle Shoals, AL
➤ Did it for a decade. The biggest attraction was our steamer when we cleaned attendees’ rings. We got almost no sales from one of the largest bridal shows in the country. — Rex Solomon, Houston Jewelry, Houston, TX
➤ Have done a couple in past years and every one was a bust. The girls come to you and ask you to appraise their half-carat diamond they purchased on QVC. — Robert M. Katz, Goldbar Jewelers, Virginia Beach, VA
➤ Talked a lot, sold not a thing. — Kimberley Beasley, Kimberley’s Exquisite Jewelry, Des Moines, WA
This article originally appeared in the September 2015 edition of INSTORE.