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INSTORE Teams with Fruchtman Marketing to Release Birthday/Anniversary Program for Retailers




(PRESS RELEASE) TOLEDO, OH – INSTORE, the industry’s leading publication for retail jewelers, is announcing a new birthday and anniversary program developed to drive customers back to the store. The program is being introduced at the Centurion Jewelry Show and is in partnership with leading industry marketer Fruchtman Marketing.  Previously tested in various markets across the U.S., the program has netted between 500 percent to 1,200 percent ROI. It distinguishes itself from other similar programs in several ways. First, for retailers who have a difficult time securing customer birthday data, the program is able to append birth months to approximately 80 percent of a total customer list*. The anniversary program requires provided data from retailers. Secondly, the creative goes beyond the typical postcard for retailers, who are looking to touch their customers with high-end mailings.

The offering is one of many which will be developed over the course of the next year in addition to programs being developed for SmartWork Media properties in the pet and vision industry. “INSTORE has always been dedicated to bringing retailers the best information they can use for their business. We’re always looking for more ways to help our readers. This program has been tested and we know how successful it can be. It’s affordable, it’s great quality and it’s a no-brainer. We’re excited to bring it to market,” said Matthijs Braakman, publisher and CEO of SmartWork Media.

The program is completely turnkey and requires little to no effort for the retailer, who have their choice of creative options. Colors and the specific offers can also be customized. The program runs for a full year and retailers receive their list returned with the customer birthday months attached.  

“Out of the many programs we have initiated over the years, this by far has been the most successful,” stated agency President Ellen Fruchtman. “In the past, however, this was only available to our full-service clients. INSTORE heard about the success and wanted to offer it to their over 22,000 subscribers. Since the mailers go to a retailers’ existing customers, there’s no issue with exclusivity. Both INSTORE and Fruchtman Marketing share a mission of helping retailers become more successful and profitable,” Fruchtman added.  

For more information, contact Angie Ash, executive vice president, Fruchtman Marketing, at 419-539-2770 ext. 222 or at Additional information is available at

*The proprietary process is not available to Canadian retailers. 




Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”

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