Connect with us

Tip Sheet

Mother’s Day and Earth Day Marketing Advice and More Tips for April

mm

Published

on

Mother Love

Now here’s an idea that would appeal to anyone who’s ever lifted a mop. In a recent year, Brinker’s Jewelry in Evansville, IN, offered to kick in for a free four-hour spring cleaning for every Mother’s Day gift purchase over $300. And yes: they cleaned up.

Leave and Let Grow

One of the best things about leaving the store to attend a trade show is that it forces your staff to show some initiatvvive — if you let them, says Allison Leitzel-Williams, owner of Leitzel’s Jewelry in Myerstown, PA. “Ironically, as owners, we feel like our staff needs us, but it can be important to show that we trust them enough to manage operations while we are away,” she says. Let 1,000 jewelers blossom!

Make Your Toilet Stand Out

Looking for a little extra touch to differentiate your business? Try colored toilet paper. Author Jonah Berger (“Contagious”) featured black rolls of toilet paper in all the bathrooms at a party he hosted, and they somehow became the talk of the party. Get your own colored toilet papers at myrenova.com.

Old Values, Old Prices

Want to underscore the fact that you’ve been an important part of the local business community for decades while bringing excitement to a category that doesn’t make much money anyway? Offer to sell watch batteries at a decades-old price. Enchanted Jewelry, in Danielson, CT, does that, selling watch batteries at their 1986 price of $5. Owner Jill Keith says it is part of the store’s efforts to “maintain an old-school, welcoming, nostalgic feel” that has rewarded them with generations of customer trust and loyalty. “My dad’s philosophy was that a $5 watch battery is his most effective advertising budget,” she explains, adding that a customer recently bought an engagement ring from her because her father had adjusted watch links a few years back as a courtesy service.

Instant Custom

Visit the website of Galloway & Moseley Jewelers in Sumter, SC, and you’re invited to start building your ring straight away. If only you could be so engaging and direct with customers who walk in the door.

Save the Earth

April 22 is Earth Day. The heat is on. What little thing will you do? Debbie Klein of Art + Soul Gallery in Boulder, CO, eliminated most postcard mailings in favor of email invitations and social media. “We have over 5,000 names on our mailing list,” she says, “so that should save a tree or two.” They also recycle and compost everything, which is required by the city of Boulder.

Advertisement

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular