Connect with us

Eileen McClelland

Brainstorm Now for Holiday Party Success Later

Start early. Sometimes the best event planning is done floating in the pool while sipping margaritas.

Published

on

WITH SEPTEMBER here (already!), it occurred to me it’s time for party planning in your store. So I decided to revisit a story on holiday planning I wrote in 2012 and pull out some highlights to offer a bit of inspiration. Remember, a party should be fun, from planning to execution.

  • Need to brainstorm? Julia Gardner of David Gardner Jewelers in College Station, TX, says her best event planning is done floating in the pool while sipping margaritas.
  • Consider a fun theme. Daniel Diamonds of Boulder, CO, has thrown a pre-holiday event with the theme of “the 100 Carat Carrot Cake Party.” Inside the locally baked carrot cake, between its two layers, 100 carats total weight of multicolored gemstones are hidden, wrapped in foil. Customers have had a blast mingling, eating cake and finding treasure. A lot of them have returned to have the stone set into a piece of custom jewelry.
  • Prove it was fun! I know it’s the age of the iPhone. But sometimes, you’ll forget to pull it out to document the party when you get busy with being a congenial host. (Believe me, I know this one is true. I talk to jewelers more frequently than I can believe, who have no photos of their events at all!) Or maybe if you do remember to take a few shots, they just don’t turn out that great. Prove that your store is a fun place to be by hiring a professional photographer or assigning a creative staff member to the task, and use those great shots for marketing.
  • Serve frivolous refreshments. Keep the food fun, too. Party planners tell me you can never go wrong with Champagne and easy-to-eat small bites.
  • Don’t expect instant results. Every party can be a selling event to some degree, but sometimes you won’t see the sales immediately. David Gardner Jewelers sold a $50,000 item six months after an event that, nevertheless, was a result of the event. Just relax. Sell the relationship with the customer and trust that results will come.

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular