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How One Jeweler Raised a Stunning $100,000 for Charity

They did it in just eight months.

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The Day’s effort to support children through JFC included a social media campaign and digital banners.

EACH YEAR, OUR December Real Deal tells a story that helps bring to mind the amazing privilege afforded us by our industry to make a real difference in our communities, and that reminds us why we do what we do. This year, we are honored to share the story of the Corey family and their amazing Day’s Jewelers team, who chose to celebrate their company’s 100th anniversary by raising $100,000 for Jewelers for Children.

Day’s Jewelers was founded in 1914 by Harry Davidson in the Old Port District of Portland, ME. Over the ensuing 30 years, Day’s became one of the most formidable jewelry chains in the east, as Davidson and his two brothers expanded the business to include 21 stores throughout northern New England. Among the many who built long-term careers starting with the Davidsons was a young man who entered the business as an 11-year-old stock boy. Robert Corey rose through the ranks to become the manager of the Day’s store in Caribou, ME, before he left the company to open his own store — Robert’s Jewelers — in 1955. Robert and his wife Enid raised seven children while building their business, each learning the value of hard work, integrity, quality and extraordinary service, as well as the importance of family and commitment.

In 1988, the original Day’s Jewelers company was offered for sale when the last of the Davidson heirs were ready to retire. The company was bought by Robert and Enid’s sons Jim and Jeff, Jeff’s wife Kathy and a business partner, Mark Ford. Today, Jeff and Kathy Corey are the owners of Day’s Jewelers, operating eight stores in Maine and New Hampshire. Their son Joe, vice-president of store operations, represents the next generation of Corey family leadership.

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100 Years in the Making

Late in 2013, Kathy and Jeff Corey reached out to their employees for ideas regarding what the Day’s team could do to celebrate the 100th anniversary of the company’s founding. One of the many proposals was a plan to raise $100,000 — $1,000 for every year in business — for a charity. The Coreys really liked that idea, since philanthropy has always been at the core of Day’s culture.

Kathy and Jeff have never been afraid of challenges, but they both knew that they would need the commitment of every one of their 125 employees to make it happen.

The idea was presented at the monthly management team meeting in January 2014. Store managers, office managers, assistant managers and the Day’s executive team voted unanimously to move forward with the project, and Jewelers For Children was adopted as the charity. The team felt it was important to support JFC because the JFC charities (Make-A-Wish Foundation, St. Jude’s Children’s Hospital, CASA and Elizabeth Glazier Pediatric Aids Foundation) are meaningful to people in all of the communities in which Day’s does business, and a very high percentage of JFC donations go directly to the beneficiaries. In addition, the organization projects the jewelry business as an industry that — like Day’s — genuinely cares and gives back. The Day’s marketing department was charged with developing a strategic plan with specific initiatives, milestones and timelines to help ensure that the $100,000 goal was met prior to December 31, and Leo Gerrior, manager of Day’s South Portland store, was chosen as the spokesperson for the campaign. The plan involved careful orchestration and the engagement of employees, customers, suppliers, and communities at large.

The program was introduced to employees at store meetings in April and supported by a video message, in-store posters, and direct communication from the leadership team. Day’s associates were offered the opportunity to donate directly through a voluntary payroll deduction program. In addition, their other important role in the effort would be to engage friends, family, acquaintances and customers by telling the #ReasonsToGive story and by encouraging everyone who was able to participate.

The #ReasonsToGive campaign officially launched to the public in May 2014, with Day’s reaching out to its customers, vendors and communities to give in some way, no matter how big or small. “Every person has their own individual reason to give; a personal loss, a story that’s touched their lives, or simply knowing that one small act can make a difference,” said Kathy Corey at the time. “Mother’s Day is a perfect time to kick off this campaign where every dollar raised in the $100K Challenge will go to children and their families.”

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Outreach to customers and communities involved in-store collateral, including bag stuffers, countertop signs, large posters and an innovative “Buy A Block” program, in which customers were encouraged to buy a paper block on which they would write their name and their personal reason for giving. Blocks were then affixed to a designated wall in each of the Day’s stores. The in-store effort was bolstered by a marketing drive that featured a high-impact press release and a formidable traditional component (primarily newspaper and radio), as well as a wide-ranging digital outreach. A moving #ReasonsToGive video was posted on social networks, featured on the Day’s website (where the campaign was explained in detail and where digital donations were accepted), and shown on in-store loops. Google, Facebook and banner ads were placed, and multiple email blasts were sent to the company’s extensive database. The company invited anyone inspired by the campaign to share their #ReasonsToGive on Facebook, Twitter, Pinterest, and Instagram. Progress was reported to store managers and associates regularly and was tracked on large “fundraising meter” boards at the front entrance of each store, as well as on the Day’s website.

Maine governor Paul LePage (left) with Jeff Corey (center) and Charles Stanley of Forevermark.

The campaign culminated in a spectacular Day’s Jewelers For Children 100th Anniversary Gala held on Nov. 17, 2014 at the Westin Harborside in Portland — not far from the location of the original Day’s store. The event featured a cocktail reception, dinner and dancing, as well as live and silent auctions. Day’s suppliers were encouraged to participate both by attending the gala and by making sponsorship donations. Primary sponsors for the event included Forevermark, Seiko, Martin Flyer, Rembrandt Charms, Holden Agency and TD Bank. Maine’s governor and first lady, Paul and Anne LePage, were honored guests. The evening was a stunning success, raising over $50,000 for the campaign.In January 2015, on behalf of the entire Day’s Family — employees, suppliers, customers and communities — Jeff and Kathy Corey presented Jewelers For Children with a check for $102,000. Said JFC executive director David Rocha, “Jeff and Kathy Corey epitomize the term ‘community’; the community of the jewelry industry, the community they live in and do business in, and the community they have created for their employees. When they decided to raise $100,000 for Jewelers for Children to celebrate their 100th anniversary, they showed that they are at the center of those communities, and those communities pulled together to help them reach their goal and exceed it.”

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In the five years since the #ReasonsToGive campaign, the Coreys and their Day’s community have continued to actively support Jewelers For Children with in-store fundraising, participation with industry-wide initiatives like “JFC Day,” involvement in “wish enhancements” (including send-off parties and shopping sprees for wishes granted to kids in their store areas), and the contribution of time and talent to the organization’s board of directors. Following Jeff Corey’s six years of service, Hannah Duguie, Day’s marketing director, was recently elected to the board. Hannah’s thoughts perfectly reflect the service-focused philosophy that has made the company a century-old institution, and that will carry it through a brilliant future:

“It is so important for jewelers — for any business — to give back to their community. Jewelers for Children is a great way we can band together and make a huge impact. The way you show up for the world as a business is the way the world shows up for you. I could not be more proud to be a part of the Day’s Jewelers family.”

PHOTO GALLERY (14 IMAGES)

Kate Peterson is president and CEO of Performance Concepts, a management consultancy for jewelers. Email her at [email protected].

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