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Home Jewelry Parties for the Holidays?

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Home Jewelry Parties for the Holidays?

Scrolling through my Facebook feed today, I came across yet another open invitation to a home jewelry party, this one from a friend of mine selling jewelry by direct marketing company Keep Collective.  And then there’s Silpada, a giant in direct marketing jewelry home parties that has recently launched a fashion collection to go with its sterling silver line.  When I saw this invitation, I thought: Why aren’t more sales professionals from independent jewelry stores doing home parties?

Home Jewelry Parties for the Holidays?
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
S

crolling through my Facebook feed today, I came across yet another open invitation to a home jewelry party, this one from a friend of mine selling jewelry by direct marketing company Keep Collective.  And then there’s Silpada, a giant in direct marketing jewelry home parties that has recently launched a fashion collection to go with its sterling silver line.  When I saw this invitation, I thought: Why aren’t more sales professionals from independent jewelry stores doing home parties?

I realize there’s a security issue to think about, but bear with me.  Women love jewelry.  Women love parties.  Women love to be in each other’s homes hanging out, sipping wine, and enjoying life and friendship.  These direct marketing companies are capitalizing on these things in a big way, while independent jewelers demand that female self-purchasers dress up and drive into town – maybe alone, maybe with a friend – to shop for their jewelry.  What if you brought the goods to them?  What if one of your best customers wanted to host such an event?  What if your store sponsored food and drinks for the party?  What if each of your salespeople held one or more of these parties leading up to the holiday season?  Would women show up and buy gifts for their friends and family – maybe even themselves?  You bet they would.

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With that in mind, it seems like such an opportunity that it’s worth figuring out the security issue.  Certainly, jewelry that would be given as gifts would mostly be your least expensive merchandise, anyway.  It’s worth a call to your insurance company, I would think.

Have you ever tried throwing a home jewelry party?  If so, how did it go?

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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.”

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Home Jewelry Parties for the Holidays?

Published

on

Home Jewelry Parties for the Holidays?

Scrolling through my Facebook feed today, I came across yet another open invitation to a home jewelry party, this one from a friend of mine selling jewelry by direct marketing company Keep Collective.  And then there’s Silpada, a giant in direct marketing jewelry home parties that has recently launched a fashion collection to go with its sterling silver line.  When I saw this invitation, I thought: Why aren’t more sales professionals from independent jewelry stores doing home parties?

Home Jewelry Parties for the Holidays?
Trace
Shelton



Editor-in-Chief
of INDESIGN Magazine and Contributing Editor of INSTORE.
S

crolling through my Facebook feed today, I came across yet another open invitation to a home jewelry party, this one from a friend of mine selling jewelry by direct marketing company Keep Collective.  And then there’s Silpada, a giant in direct marketing jewelry home parties that has recently launched a fashion collection to go with its sterling silver line.  When I saw this invitation, I thought: Why aren’t more sales professionals from independent jewelry stores doing home parties?

Advertisement

I realize there’s a security issue to think about, but bear with me.  Women love jewelry.  Women love parties.  Women love to be in each other’s homes hanging out, sipping wine, and enjoying life and friendship.  These direct marketing companies are capitalizing on these things in a big way, while independent jewelers demand that female self-purchasers dress up and drive into town – maybe alone, maybe with a friend – to shop for their jewelry.  What if you brought the goods to them?  What if one of your best customers wanted to host such an event?  What if your store sponsored food and drinks for the party?  What if each of your salespeople held one or more of these parties leading up to the holiday season?  Would women show up and buy gifts for their friends and family – maybe even themselves?  You bet they would.

With that in mind, it seems like such an opportunity that it’s worth figuring out the security issue.  Certainly, jewelry that would be given as gifts would mostly be your least expensive merchandise, anyway.  It’s worth a call to your insurance company, I would think.

Have you ever tried throwing a home jewelry party?  If so, how did it go?

/* * * CONFIGURATION VARIABLES: EDIT BEFORE PASTING INTO YOUR WEBPAGE * * */
var disqus_shortname = ‘instoremag’; // required: replace example with your forum shortname

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var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
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Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

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.”

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