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Eileen McClelland

Four “Cool” Ideas To Heat Up Your Sales This Summer



Wondering what to do to generate some excitement in and around your business through the long, hot summer months?

Here are a few ideas from contestants in this year’s America’s Coolest Stores’ contest. (Winners of the contest will be announced on INSTOREMAG.COM on July 28 and published in INSTORE’s August issue.)

HELP CONSERVE RESOURCES: In response to the drought and watering restrictions in California, Fox Fine Jewelry in Ventura, CA, teaming up with a local radio station, has created a “Golden Lawn” contest to spread the word about water conservation. People bringing in a picture of their “golden,” rather than green lawn, are entered into a drawing for a $1,000 shopping spree at Fox, to be given away during an event featuring conservation vendors on Aug. 29. Concurrently, Cumulus Radio’s “the Vibe” is running a “Gold is the New Green contest in which people who post signs in their yard and post photos on Facebook qualify for prizes.

THROW A PARTY: At Wixon Jewelers in Minneapolis, store events always deliver signature cocktails and a crowd-drawing surprise. Their garden party, for example, featured human garden statues, painted white — so convincing, they caused a few spilled drinks when they moved.

ATTRACT ATTENTION: BVW Jewelers of Reno, NV, owns a 1952 GMC pickup, with the store’s logo on it, which is used to attract attention. “We keep a stack of business cards in it, and pass them out like candy,” says owner Britten Wolf. “Wherever we drive it people follow; it’s a great conversation starter and quite often, we see them in the store at a later date.” They also plan to enter the truck in Hot August Nights, the region’s largest special event, which brings in over 6,000 registered classic cars and attracts more than 100,000 attendees.

TRAVEL FOR INSPIRATION: “We want everyone who passes through our doors to see something and think, `Wow! I’ve never seen that before!’ “ says Rachel Meyering, owner of Sparkles Fine Jewelry in Chicago. In March 2014, Meyering and her staff traveled to the HKTDC Show in Hong Kong, where they found remarkable products with incredible prices, and stocked up on unusual gemstones for use in custom pieces. In the process they were inspired by the architecture, landscape and people of Hong Kong. “This adventure solidified and reinforced a lesson that we continue to learn; a philosophy we live and work by: You never know what lies ahead of you, but keep moving forward with passion and an open mind, and only good will come of it,” Meyering says.


Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.



Wilkerson Testimonials

If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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