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Here’s the Best Way to Get Your Event Noticed



(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: reaching out to the media.)

Are you planning a cool event, like a choir singing in your store or a sommelier bringing specialty wines for a tasting, in your store during the holiday season?

To make sure the event gets the attention it deserves, be sure to contact local media, says Jen Cullen Williams of Luxury Brand Group.

And that invitation should include local bloggers, even if they don’t specialize in jewelry or fashion. Lifestyle or “mommy” bloggers have influence in the community, too.

Invite publishers of local newspapers and magazines who might bring along an editor. Consider partnering with a magazine that would be willing to provide you with a photographer as an added value for your advertising business.
Another way to get your name in the spotlight is to call local media and offer to provide expert tips on the anticipated holiday hot sellers.






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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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