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Borsheims of Omaha Uses Baseball to Get Attention

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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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The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Borsheims of Omaha Uses Baseball to Get Attention

mm

Published

on

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.”

Advertisement

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

{JFBCLike}

{JFBCComments}

Continue Reading
Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Retirement Made Easy with Wilkerson

The store was a landmark in Topeka, Kansas, but after 80 years in business, it was time for Briman’s Leading Jewelers to close up shop. Third generation jeweler and owner Rob Briman says the decision wasn’t easy, but the sale that followed was — all thanks to Wilkerson. Briman had decided a year prior to the summer 2020 sale that he wanted to retire. With a pandemic in full force, he had plenty of questions and concerns. “We had no real way to know if we were going to be successful or have a failure on our hands,” says Briman. “We didn’t know what to expect.” But with Wilkerson in charge, the experience was “fantastic” and now there’s plenty of time for relaxing and enjoying a more secure retirement. “I would recommend Wilkerson to any retailer considering a going-out-of-business sale,” says Briman. “They’ll help you reach your financial goal. Our experience was a tremendous success.”

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Most Popular