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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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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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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

/* * * DON’T EDIT BELOW THIS LINE * * */
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var dsq = document.createElement(‘script’); dsq.type = ‘text/javascript’; dsq.async = true;
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})();

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Please enable JavaScript to view the comments powered by Disqus.
blog comments powered by Disqus

Advertisement

SPONSORED VIDEO

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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