Borsheims of Omaha Uses Baseball to Get Attention

Published

13 years ago

February 6, 2012

INSTORE Staff

Borsheims of Omaha Uses Baseball to Get Attention

Borsheims of Omaha, NE, uses a baseball diamond and 8,000 spectators to call attention to that other kind of diamond.

A few years ago, the company launched Diamond Days, which it advertised as offering the best prices of the year on diamond studs.

Then in 2010 they teamed up with the Storm Chasers, a Triple-A minor league team in town that’s affiliated with the Kansas City Royals. “We wanted to find a way to give it more oomph,” says Adrienne Fay, director of marketing and advertising. So now they invite a couple hundred women to dig for diamonds in the infield of the Storm Chasers’ Werner Park every June after a game. In 2011, the big prize was a $3,000 pair of diamond stud earrings. It’s first-come, first-dig and all participants get at least a T-shirt.

It may make the groundskeepers cringe, but it’s a big hit with baseball fans, and the sale of diamond studs has indeed increased every year. And, it has associated the Borsheims brand with a fun and memorable event for diggers as well as fans in the stands. “If someone walks away with only the T-shirt — and we were still able to give them a great experience — that’s tremendously important.”

For more details about the diamond dig, please read Best of the Best next month — in the March issue of Instore.

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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.”