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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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Why This Fourth-Generation Jeweler Chose Wilkerson for a Very Special Sale

Parian & Sons of Franklin Lakes, NJ was founded in the early part of the 20th century. But even stores that have successfully made it through the Great Depression, a World War and the Woodstock Generation must come to an end. With no family wanting to continue the tradition, the time was right for Glenn Parian and his wife, Maria, to retire. And what better way to do so than by hiring Wilkerson to help with the store’s liquidation sale. As Glenn puts it, with his credit card machine humming to the tune of up to 200 transactions a day, he couldn’t have done it without Wilkerson. “This is what they do,” he says. “This is what they do for everybody.”

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