Eileen McClelland

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

Published

9 years ago

July 14, 2015

Eileen McClelland

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.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”