Good to Great: Out Side The Box

Published

11 years ago

July 8, 2014

INSTORE Staff

OUTSIDE THE BOX l Innovative Events

Beer Tasting / Class

D & H Sustainable Jewelers, (San Francisco, CA)

Founded by Lindsay Daunell and Shawn Higgins, D & H Sustainable Jewelers seeks to connect its local community with the environment – and what better way to do that than to invite clients new and old to a beer tasting and class with a local brewer. Backroom Brewery owner Julia Claggett debuted her Haight St. Hefeweizen in the store’s in-house Rose Cut Wine Bar, and 50 people packed into the store for the evening. — STORY BY TRACE SHELTON

Interview with Audra Smith, Internet & Media Manager/Designer

How successful was the event?
“We have events regularly, and the Backroom Brewery Event was by far one of our most successful. We were packed to the gills with regular clients, jewelry designers and beer enthusiasts. We saw a lot of new faces.”

How did the event tie in with your store’s brand?

“Our goal is to foster a feeling of community. We want people to feel good about keeping their dollars local. Most of the jewelry artists we feature are local to the Northern California/Bay area. Our bar, The Rose Cut Wine Bar, has become a great place for social networking. Our clients have the opportunity to meet one another and the artists who create their jewelry.”

How did the beer go over with the crowd?
“Julia Claggett and her partner, Christene Banda, currently brew out of their apartment in the Mission district. Judging by the impressive flavor of their beer and the reaction from the crowd that night, they are going places. A client couple of ours enlisted them that night to brew a signature beer for their wedding. We also gave Audrey Thompson, a local real estate agent for Coldwell Banker, the opportunity to sponsor the event. It was fantastic networking for her and she provided hors d’oeuvres for us.”

How did the event affect business?
“All of the sales associates at D & H are designers, and we were all on hand for the event. We kept our regular inventory on display, but the focus was not on sales. A few clients discussed design ideas and made future design appointments, but the focus was more on the beer, the brewery, our sponsor and socializing. A few of the jewelry artists we carry in the store regularly turned out that night, but again, it was to mix and mingle.”

Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”