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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.”

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If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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