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Hoist Your Trunk and Hit the Road

When your customers won’t come to you, there’s only one thing to do.

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The coronavirus outbreak basically killed trunk shows, either as a result of official edict or customer wariness about attending in-store events. But if your customers won’t or can’t visit you, that doesn’t mean you can’t still load up a trunk and go visit them, especially high-end customers who you know love jewelry or are collectors of a certain brand. “A personal trunk show – imagine that,” says Ellen Fruchtman, head of Fruchtman Marketing, suggesting you reach out to your best clients with such an offer. “Ship the product to their door. Tell them to have fun, try it all on, no strings attached. Make it easy for them to ship back or arrange a time for drop-off delivery and pickup.” Adds Fruchtman: “Once someone has something in their hands, they are more likely to buy.”

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

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Celebrate Your Retirement with Wilkerson

For nearly three decades, Suzanne and Tom Arnold ran a successful business at Facets Fine Jewelry in Arlington, Va. But the time came when the Arnolds wanted to do some of the things you put off while you’ve got a business to run. “We decided it was time to retire,” says Suzanne, who claims the couple knew how to open a store, how to run a store but “didn’t know how to close a store.” So, they hired Wilkerson to do it for them. When she called, Suzanne says Wilkerson offered every option for the sale she could have hoped for. Better still, “the sale exceeded our financial goals like crazy,” she says. And customers came, not only to take advantage of the going-out-of-business buys and mark-downs, but to wish a bon voyage to the beloved proprietors of a neighborhood institution. “People were celebrating our retirement, and that was so special,” says says.

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