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Extreme Makeover: Jewelry Customer Edition

For a special experience, offer your customers makeovers.

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YOU’VE PROBABLY seen it on daytime television: A talk-show host takes a couple of ladies from the audience and asks makeup, hair, and fashion experts to do an “extreme makeover” on the ladies to bring out their beauty as only such experts can. So here’s an idea: why not do this in your store?

If there’s one thing we know, it’s that women love to look and feel beautiful – and they’re always eager to learn more on the subject. By partnering with makeup, hair, and fashion experts in your community, you can provide a holistic learning experience that gets your customers excited and makes them happy, all while making more sales and building loyalty for you.

STEP ONE: Invite a select group of customers for an after-hours event. You may want to pool databases with your event partners to choose VIPs for your guest list. Send out professionally-crafted invitations. Consider inviting a news station to cover/co-sponsor the event. You can bet this will be the hottest ticket in town.

STEP TWO: In addition to the usual hors d’oeuvre and music, set up printed displays of celebrities of all sizes and shapes (paying special attention to various necklines and face shapes). Include close-ups. Your sales team and your event partner experts can use these to show customers how certain fashions, colors, hair styles, and jewelry complements each celebrity’s physical attributes (see the INDESIGN story “About Face” to learn more about face shapes and necklines).

STEP THREE: Set up “makeover” stations for hair, makeup, fashion, and jewelry. Take pictures. Give advice. Let your customers show off and feel beautiful.

STEP FOUR: Give prizes to each customer for “best new hair style/fashion/makeup/jewelry ensemble.” Parade each winner into the spotlight. Be sure every attendee is recognized for something. Allow time for mixing and mingling afterward.

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STEP FIVE: Promote the event afterwards in social media and to your local media (newspaper, TV), as well as on your website and blog. Be sure to “tag” attendees on Facebook so they can join the conversation and talk up how great the event was. Send photos and press release to INDESIGN because we want to cover your event!

STEP SIX: Rinse and repeat in six months!

Trace Shelton is the editor-in-chief of INSTORE magazine. He can be reached at [email protected].

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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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