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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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When Liquidation Is the Best Option, This Legendary Jeweler Chose Wilkerson

George Koueiter & Sons Jewelers, a 65-year old jewelry institution in Grosse Pointe, MI, had always been a mainstay in this suburban Detroit community. But when owners George and Paul Koueiter were ready to retire, they made the decision to close rather than sell. “We decided our best option to do the liquidation sale was Wilkerson,” says Paul Koueiter. The results, says George Koueiter, exceeded expectations and the process was easy. “Wilkerson just kept us in mind,” says George. “They never did anything without asking and whatever they asked us to do was just spot on.”

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