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Fashion’s Night Out

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GREENWICH JEWELERS,
NEW YORK, NY

 

 

 

 [contentheading]Outside the Box [/contentheading]

 [dropcap cap=LAST FALL,]New York City (and 12 other cities worldwide) held a citywide event called “Fashion’s Night Out,” with designers, celebrities, models and fashion editors participating in after-hours, in-store events open to the public. Greenwich Jewelers took advantage and auctioned 12 designer pieces for charity while boosting same-day sales by 25 percent.[/dropcap]

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<< INTERVIEW WITH JENNIFER GANDIA, OWNER, GREENWICH JEWELERS >>

Fashion&#8217;s Night Out

How did you measure success for the event?
We had an impressive turnout, and just being a part of the evening created a correlation in the minds of our clients between the worlds of fashion and jewelry. And, it was a great PR opportunity: We were able to talk about it via social media marketing and attract local press.

What made the event so special for customers?
Our designers each donated a piece of jewelry, and we used a silent-auction format, starting bidding at below cost. All 12 pieces went for at least 30 percent below retail. We also had an exclusive gift-withpurchase, a hot pink leather and vermeil bracelet created by Gorjana, one of our designers.

Why did you choose to benefi t Susan G. Komen for the Cure?
Breast cancer has affected our family and the families of a couple of our employees. Every year, we walk as a team in the Susan G. Komen Race for the Cure in September. This year, Fashion’s Night Out and the race fell on the same weekend, so we used the event as an opportunity to kick off our fund raising.

What did having a jewelry writer at the event add to the party?
We invited INDESIGN senior editor Beth Bernstein to discuss how new jewelry trends can be worn with the pieces currently in your collection. Our guests loved it! Beth’s passion and knowledge created excitement and once again reinforced our commitment to jewelry as a fashion and designer product.

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[contentheading]Eye Catchers [/contentheading]

[h4]ADS THAT SPARKLE[/h4]

Fashion&#8217;s Night Out

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[number color=red value=1] Customer photograph rendered as a painting arrests the viewer while also adding class.[/number]

[number color=red value=2] Headline reverses expectations and highlights the appeal of custom jewelry.[/number]

[number color=red value=3] Ad copy explains sentiment behind custom jewelry and points customers to website to begin process.[/number]

[number color=red value=4] Band of white breaks up the primary image, adding visual appeal and enhancing logo.[/number]


[contentheading]Attached at the Brand [/contentheading]

Fashion&#8217;s Night OutWe have a customer who collects Masriera. The moment she saw that we had the out-of-print Masriera coff ee-table book, she started angling to buy it — never mind that it’s in Catalan, which means no hope of understanding the words! Once she learned we were planning a Masriera trunk show, she wanted to make sure she would be able to attend it. We set the date around her schedule, since she intended to make it “her” event and bring her friends. The date is set, and we have guaranteed guests who can appreciate with their pocketbooks, not just their eyes!

[span class=note]This story is from the July-August 2011 edition of INDESIGN[/span]

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Wilkerson Testimonials | C. Aaron Peñaloza Jewelers

Wilkerson Paves the Way for the Future

After serving the San Antonio, Texas community for decades, C. Aaron Peñaloza Jewelers closed its doors earlier this year. Aaron and Mary Peñaloza, the store’s owners, chose Wilkerson to handle their retirement sale. “In the first six days, we did six months’ worth of business,” says Aaron. “In the first three weeks, we did a year’s worth of business.” Mary Peñaloza says Wilkerson’s ability to tailor the sale to their store’s requirements really made it all so much easier. “They are professionals,” she says. “They know what they’re doing. They have a plan, but they will listen to you and adjust that plan to your needs.”

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Fashion’s Night Out

Published

on

GREENWICH JEWELERS,
NEW YORK, NY

 

 

 

 [contentheading]Outside the Box [/contentheading]

Advertisement

 [dropcap cap=LAST FALL,]New York City (and 12 other cities worldwide) held a citywide event called “Fashion’s Night Out,” with designers, celebrities, models and fashion editors participating in after-hours, in-store events open to the public. Greenwich Jewelers took advantage and auctioned 12 designer pieces for charity while boosting same-day sales by 25 percent.[/dropcap]

<< INTERVIEW WITH JENNIFER GANDIA, OWNER, GREENWICH JEWELERS >>

Fashion&#8217;s Night Out

How did you measure success for the event?
We had an impressive turnout, and just being a part of the evening created a correlation in the minds of our clients between the worlds of fashion and jewelry. And, it was a great PR opportunity: We were able to talk about it via social media marketing and attract local press.

What made the event so special for customers?
Our designers each donated a piece of jewelry, and we used a silent-auction format, starting bidding at below cost. All 12 pieces went for at least 30 percent below retail. We also had an exclusive gift-withpurchase, a hot pink leather and vermeil bracelet created by Gorjana, one of our designers.

Why did you choose to benefi t Susan G. Komen for the Cure?
Breast cancer has affected our family and the families of a couple of our employees. Every year, we walk as a team in the Susan G. Komen Race for the Cure in September. This year, Fashion’s Night Out and the race fell on the same weekend, so we used the event as an opportunity to kick off our fund raising.

Advertisement

What did having a jewelry writer at the event add to the party?
We invited INDESIGN senior editor Beth Bernstein to discuss how new jewelry trends can be worn with the pieces currently in your collection. Our guests loved it! Beth’s passion and knowledge created excitement and once again reinforced our commitment to jewelry as a fashion and designer product.

 


 

 

[contentheading]Eye Catchers [/contentheading]

[h4]ADS THAT SPARKLE[/h4]

Advertisement

Fashion&#8217;s Night Out

[number color=red value=1] Customer photograph rendered as a painting arrests the viewer while also adding class.[/number]

[number color=red value=2] Headline reverses expectations and highlights the appeal of custom jewelry.[/number]

[number color=red value=3] Ad copy explains sentiment behind custom jewelry and points customers to website to begin process.[/number]

[number color=red value=4] Band of white breaks up the primary image, adding visual appeal and enhancing logo.[/number]


[contentheading]Attached at the Brand [/contentheading]

Fashion&#8217;s Night OutWe have a customer who collects Masriera. The moment she saw that we had the out-of-print Masriera coff ee-table book, she started angling to buy it — never mind that it’s in Catalan, which means no hope of understanding the words! Once she learned we were planning a Masriera trunk show, she wanted to make sure she would be able to attend it. We set the date around her schedule, since she intended to make it “her” event and bring her friends. The date is set, and we have guaranteed guests who can appreciate with their pocketbooks, not just their eyes!

[span class=note]This story is from the July-August 2011 edition of INDESIGN[/span]

Advertisement

SPONSORED VIDEO

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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