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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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MSG Jewelers has always treated its customers like family. When owner Mike George decided to retire and close the doors of his St. Louis, Missouri jewelry store, he selected a company to manage his going-out-of-business sale that treats its customers like family, too. That’s why he chose Wilkerson. “Wilkerson was able to do all the things that we needed,” says George. In the end, the bittersweet store closing was so much easier with Wilkerson at the helm. From marketing to pricing to inventory, Wilkerson does it all. “It’s a package deal,” says George.

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