Big Survey

Here’s How Jewelers Are Driving Sales Today (Hint: Things Are Changing Rapidly)

‘Online, online and online,’ said one jeweler.

Published

7 years ago

November 12, 2018

Eileen McClelland

Here’s How Jewelers Are Driving Sales Today (Hint: Things Are Changing Rapidly)

IN THIS YEAR’S Big Survey, jewelers report increasing their digital footprint and throwing more time, money and thought into social media, especially Facebook, as well as their websites and dipping a toe at least into e-commerce. They also say they are recognizing the extreme importance of customer reviews, and contacting customers by email and text.

While even as recently as five years ago, some may have considered social media a passing fad, it seems clear that in 2018, retailers now recognize its importance and make it a priority.

Here are some comments:

“Online, online and online.”
“More internet.”
“We started putting together community events with local non-profits that have not only generated great publicity but also helped raise over $40,000 for local efforts.”
“Instituting interest free five-year financing and building the bridal line to be the largest in the county.”
“Online storefront via our website.”
“Paying close attention to what I buy.”
Financing (longer terms).

What are they doing less of? Traditional advertising, specifically traditional print advertising, and more specifically, newspapers.

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.