Marketing RX: GoldSmith Jewelers

Published

17 years ago

May 26, 2007

[b][h2]Patient History [/h2][/b]
GoldSmith Jewelers in Little Falls, MN, recently ran this repair ad in its local weekly newspaper. While I know it began as a trade shop in 1973 and then expanded into a retail store in the 1980s, I do not know what brand image the store is trying to convey. However, I’m getting a sense …

[b][h2]Diagnosis [/h2][/b]
Tar and Jeff need more than a little wizardry on their layout skills. First tip: Every space does not need to be filled with something. What were you trying to communicate? Was it the offer? If so, perhaps that should have been bold and eye-catching. My eye is going all over the place, but if I had to focus, it would definitely be on the badly Photoshopped picture — not the offer. And why three tag lines? Are you “Simply the Best,” “The Jewelry Repair Experts” or the “Wizards of Ahhh’s”? I suggest sticking with just one.

[b][h2]Remedy [/h2][/b]
I have nothing against cute local ads. Truth be told, Tar and Jeff are endearing. I’m sure if we met, we could be friends. You play to your crowd, and in Little Falls, the cutesy approach may not be terribly off-base. But wouldn’t it be great if they could harness those magical powers and develop a captivating headline, a unique border and a clean layout?

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”