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How One Family Jeweler Lured a Herd of Customers on Its 100th Anniversary

Cupcakes, storewide sales and a raffle drawing make for successful celebration.

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Customers packed the Geo T. Ingham and Son Jewellers store of Canada as it celebrated its centennial anniversary with an open-house event featuring cupcakes, coffee, storewide sales and a drawing for a diamond pendant, the Innisfail Province writes. Garth Gingham, the third-generation owner of the business, spoke with the news outlet and credited the store’s own generational customers for helping sustain it. “We’ve seen the demise of the small business and the family business, which is a sad thing,” he says. “In the industry itself there’s been huge changes. I took a design course when everything was done by pencil and paint. Now it’s all done on computer and there’s the use of lasers in the jewelry industry.”

Read more at the Innisfail Province

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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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