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]
<< INTERVIEW WITH JENNIFER GANDIA, OWNER, GREENWICH JEWELERS >>
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.
[contentheading]Eye Catchers [/contentheading]
[h4]ADS THAT SPARKLE[/h4]
[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]
We 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]