Connect with us

Brand Portfolio

Kentucky’s EAT Gallery Aims to Feed the Soul

Brand identity tied to neon sign.

Published

on

Kentucky’s EAT Gallery Aims to Feed the Soul

MAYSVILLE, KY, IS A PICTURESQUE town of about 9,000 on the banks of the Ohio River. For much of the 20th century its downtown was home to Morgan’s restaurant, a popular diner with a classic neon sign that spells out EAT.

When it became a jewelry gallery, new owners Simon and Laurie Watt kept the sign, lost the food and gained an eclectic collection of art, jewelry and other treasures. In its current incarnation, EAT stands for Exquisite Art Treasures. The owners showcase one-of-a-kind pieces from jewelers around the world and create natural stone and pearl jewelry in-house. It’s an unusual but distinctive brand identity for a jewelry store. “New people in town get confused and we do get the occasional person who comes in and looks around and says, ‘Isn’t this a restaurant?’ But overall, it’s a clever play on a vintage sign. The name does a lot for us. It makes people curious,” says manager Katherine Cotterill.

The store’s tagline, appropriately enough, is “EAT Gallery: We feed your soul.”

Maysville is not far from Lexington, KY, and just about an hour east of Cincinnati, OH, which has a thriving art community. So to reach the artsy denizens of Cincinnati, they’ve targeted independent movie houses that show foreign films and other independent films for a marketing campaign. Movie-theater advertising brings in more potential customers than anything else they’ve tried. Cotterill created a 15-second video showing actual products available at EAT Gallery that runs before every movie.

Advertising on National Public Radio takes the form of sponsorship and offers some information on the history of the building and “the business that houses jewelry and treasures from around the world,” Cotterill says.

Kentucky’s EAT Gallery Aims to Feed the Soul

Social Media

Manager Katherine Cotterill, left, organized a contest called Thankful For, in which customers were invited to share what they were thankful for and why. The winner was given an original painting. Other contest winners have been awarded swag bags.

The Sign

The name EAT Gallery (Exquiste Art Treasures) comes from the neon sign (pictured above) that has hung on the front of the building for over 60 years.

Kentucky’s EAT Gallery Aims to Feed the Soul

Direct Mail

Glossy postcards for trunk shows and special events feature beautiful photographs of jewelry found in the store. Cotterill, who once worked for a Maysville portrait photographer and took some photojournalism classes in college, also handles most of the store’s product photography in-house using a lightbox and lamps she stores in the gallery’s basement.

Kentucky’s EAT Gallery Aims to Feed the Soul

Gem Gossip

Influencer Danielle Mielle visited EAT Gallery as part of Gem Gossip’s jewelry road trip series.

Kentucky’s EAT Gallery Aims to Feed the Soul

Theater Program

Maysville has a group called Maysville players, the oldest continuing theater group in the state. “We do a big glossy full page in all of their programs. We definitely stick to very artsy kind of organizations and groups, because all of the jewelry is handmade. When they leave with something, they have a story,” says Cotterill.

Kentucky’s EAT Gallery Aims to Feed the Soul

Packaging

EAT Gallery’s bags are likely to bring comments and boost brand visibility wherever they go.

Advertisement

SPONSORED VIDEO

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”

Promoted Headlines

Most Popular