Connect with us

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.

We advertised in general:

Advertisement
  • 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

SPONSORED VIDEO

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

Promoted Headlines

Most Popular

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

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

Promoted Headlines

Most Popular