Brainstorms

It Worked for Selling the Vaccine. Could It Work for Your Store?

This verbiage may be the secret to selling more jewelry.

Published

5 years ago

August 2, 2021

INSTORE Staff Instore August 2021 Issue

It Worked for Selling the Vaccine. Could It Work for Your Store?

The drive to get the country vaccinated against COVID-19 has provided a fascinating insight into what motivates people. Different states have tried lotteries, giveaways (cash, trips, fast food, beer, donuts, even marijuana joints), college scholarships, and endorsements of football coaches. Interestingly, a Wharton study found the specific text used in a message had an oversized impact in prodding people to come in for a jab: By a wide margin, the top-performing message conveyed that a vaccine was “reserved for you.” It’s a message jewelers can tweak and use themselves. “Your jeweler is back from the world’s largest jewelry show. The latest designs, selected with you mind, are waiting for you.” Or if that doesn’t work, perhaps try that free joint.

After 35 Years in Kent, Bonaci Fine Jewelers Found the Right Partner to Close the Right Way

Bob Bonaci spent 35 years building a jewelry business and community presence in Kent, Washington. When he decided it was time to retire, he knew the process would take careful planning — and the right help. Fellow jewelers who’d been through it pointed him to Wilkerson. The results exceeded expectations. Wilkerson’s hands-off approach let Bonaci step back while the team handled every detail, meeting his personal and financial goals throughout. “It is phenomenal, the success that we’ve had.” Watch Bob share his retirement story.