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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 | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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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 | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

Promoted Headlines

Most Popular