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On Running Your Shop: Tout the Shop

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On Running Your Shop: Tout the Shop

On Running Your Shop: Tout the Shop

Speed up your slow months with a direct-mail piece.

BY DAVID GELLER

On Running Your Shop: Tout the Shop

Published in the March 2012 issue

For many jewelers, the end of March and early April are slow. For us, it hurt cash flow and took months to play catch up. So we started a yearly tradition for the spring. In early March, we mailed our whole customer list a piece advertising the shop. Additionally, we pushed the sale of old merchandise.

We advertised in general:

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  • Jewelry repair of all types
  • Custom design (we would use the customer’s gold)
  • Design using our loose gemstones
  • Older merchandise. The older it was the more it was discounted. Customers didn’t know that, but they saw the increase in discounts on merchandise.

We sent out postcards and later a small catalog. The response was awesome.

When we advertised jewelry repair we gave examples. There was a picture of a ring with a separated shank. Next to it were before and after pictures and text touting: “Save 20% on jewelry repair.”

We used the same type of advertising for designing new jewelry. Most stores that custom design jewelry charge $400 to $600 to start. We had more than 1,000 wax models we showed customers, and if they chose an already made wax, we charged $195 to make any ring with their gold! But a majority of customers opted for having something custom made, and that started at $450. So the advertising was: “Custom design a new ring just for you! Use your own gold and stones and save money. Prices start at only $195.” The direct mail was sent out in mid-March.

Toward the end of the month we started to take in a lot of repairs and custom work, which continued though the end of April. But man, April was great, going from being a 25-percent off month to a break-even month, and May soon became our second-best month, next to December! All from direct mail advertising of the shop.

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Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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David Geller

On Running Your Shop: Tout the Shop

mm

Published

on

On Running Your Shop: Tout the Shop

On Running Your Shop: Tout the Shop

Speed up your slow months with a direct-mail piece.

BY DAVID GELLER

On Running Your Shop: Tout the Shop

Published in the March 2012 issue

For many jewelers, the end of March and early April are slow. For us, it hurt cash flow and took months to play catch up. So we started a yearly tradition for the spring. In early March, we mailed our whole customer list a piece advertising the shop. Additionally, we pushed the sale of old merchandise.

Advertisement

We advertised in general:

  • Jewelry repair of all types
  • Custom design (we would use the customer’s gold)
  • Design using our loose gemstones
  • Older merchandise. The older it was the more it was discounted. Customers didn’t know that, but they saw the increase in discounts on merchandise.

We sent out postcards and later a small catalog. The response was awesome.

When we advertised jewelry repair we gave examples. There was a picture of a ring with a separated shank. Next to it were before and after pictures and text touting: “Save 20% on jewelry repair.”

We used the same type of advertising for designing new jewelry. Most stores that custom design jewelry charge $400 to $600 to start. We had more than 1,000 wax models we showed customers, and if they chose an already made wax, we charged $195 to make any ring with their gold! But a majority of customers opted for having something custom made, and that started at $450. So the advertising was: “Custom design a new ring just for you! Use your own gold and stones and save money. Prices start at only $195.” The direct mail was sent out in mid-March.

Toward the end of the month we started to take in a lot of repairs and custom work, which continued though the end of April. But man, April was great, going from being a 25-percent off month to a break-even month, and May soon became our second-best month, next to December! All from direct mail advertising of the shop.

Advertisement

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

Gone Fishin’ (Thanks to Wilkerson)

Whether you want to go fishing — or enjoy some of the other good things life has to offer — you can take a cue from Jim Adair and choose Wilkerson to run your retirement sale. After 38 years in business, Adair decided it was time to enjoy some free time. His Missoula, Montana store, Adair Jewelers, will stay in business but without him at the helm. It was the perfect opportunity to call in the experts in retirement sales. Adair says he spoke to a lot of people who have done retirement sales to help him make his decision and he chose Wilkerson. “Wilkerson seemed to have the best set up, the best organization, the most current marketing of any of them,” he says. “If you want to run a successful sale, you have too much money on the line to be screwing around with trying to do it yourself.”

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