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Don’t Sell Enough Wedding Bands? Time to Copycat a Jeweler Who Does

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Annual weekend event was never more successful than it was this year.

Last month, Long’s Jewelers in Massachusetts held its annual Wedding Band Weekend, which the retailer says was the most successful in the event’s history thanks to increased traffic and a growing average ticket. Platinum bands were the hot seller this year, as Long’s sales associates taught attendees about the benefits of choosing a platinum wedding band and, as a result, sold more of those rings than any other metal type. Additionally, Long’s brought in some top bridal ring designers including Ritani, Mémoire, DIANA, A. JAFFE, Furrer-Jacot, Michael M and Armadani, and also introduced a few other designers.

It probably took a lot of preparation, but Long’s really hit a home run with this event, attracting thousands of customers in a three-day span. Is there a category that you want to jumpstart before its prime selling season, or a category that typically flounders in your store at a certain time of year? Consider organizing an event dedicated exclusively to it, and if possible, get the community businesses involved with some cross-promotion.

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George Koueiter & Sons Jewelers, a 65-year old jewelry institution in Grosse Pointe, MI, had always been a mainstay in this suburban Detroit community. But when owners George and Paul Koueiter were ready to retire, they made the decision to close rather than sell. “We decided our best option to do the liquidation sale was Wilkerson,” says Paul Koueiter. The results, says George Koueiter, exceeded expectations and the process was easy. “Wilkerson just kept us in mind,” says George. “They never did anything without asking and whatever they asked us to do was just spot on.”

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