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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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She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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