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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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Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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