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Borsheims of Omaha Uses Baseball to Get Attention

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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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Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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Borsheims of Omaha Uses Baseball to Get Attention

mm

Published

on

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.”

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

{JFBCLike}

{JFBCComments}

Advertisement

SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

Promoted Headlines

Most Popular