Connect with us

One in Three Jewelry Retailers Surveyed Say They Cross-Promote With Other Local Businesses

Do You or Don't You: Here’s why it works for them … and why others choose not to do so.





Do you work with other local businesses on co-promotions?

Yes: 36%

  • It’s a good idea. My uncle once told me that your enemies don’t do business with you, only your friends. Referrals are an endorsement by a friend. — Murphy McMahon, Murphy McMahon & Co., Kalispell, MT
  • We love to partner with food trucks, mobile boutiques, and other “odd partners.” It’s a great way to introduce new traffic to both and builds camaraderie with other business owners! — Jennifer Farnes, Revolution Jewelry Works, Colorado Springs, CO
  • We feature local food companies at our trunk shows and cross-promote with a friend who designs couture bridal. — Betsy Barron, Love & Luxe, San Francisco, CA
  • We do a Facebook trivia with a local restaurant as the gift. We split the cost of the gift card. — Sue Parker, Nyman Jewelers, Excanaba, MI
  • We supply the bling for local fashion show events. — Steven Wardle, Forest Beach Design, Chatham, MA
  • I always look to collaborate with other businesses to promote each other. Every time we do an event at the store, we use the same restaurant/caterer and we promote them in our ads. We get a discount and promote each other. I have a friend who owns a health spa in the area; we have partnered up doing events in each other’s place of business. It is good to take advantage of each other’s customer bases. — Michael Kanoff, Michael’s Jewelers, Yardley, PA
  • We have a Business Merchants Association in town that works together to bring people into the town to shop. — Joe Caron, Caron’s Jewelry, Bristol, RI
  • Hair salons and bridal stores and high-end car stores. — Alan Perry, Perry’s Emporium, Wilmington, NC
  • We’ve had some good and some bad experiences with co-promotions. But, it’s like a third party endorsement and you hope to collect sales from their customers. At the very least collect data for new customers for future use. — Tim Bodis, Diamond Designs by Bodis, Rice Lake, WI
  • We partnered with a local high-end nail salon and offered free nail art for our anniversary party. We also hosted a pop-up piercing event with a local tattoo parlor, that was so much fun! — Rachel Pfeiffer, Lane & Kate, Cincinnati, OH
  • My store is on a main street in a college town. The town really does up December with “Miracle on Market Street,” so we all work together and cross-promote. — Susan Kauffman, Black Dog Jewelers, Lewisburg, PA
  • Admittedly, it is becoming harder to do it because we are seeing less and less retail in our downtown. Those of us left feel strongly we need to stick together. A lot of effort is put into Small Business Saturday, and we are all seeing the benefit. — Andrew Russakoff, Russakoff Jewelers, Skowhegan, ME
  • Wine tasting. Mutually beneficial and loosens inhibitions! — Kas Jacquot, Kas A Designs, Jefferson City, MO
  • Sometimes, we do bride bags and include associated wedding vendors to supply gifts or discounts to be included with our bag. — Don Unwin, Sterling Jewelers, Wethersfield, CT
  • I donate around 50 $100 gift cards to a local higher-end hair salon that they mail to their best clients as a holiday gift along with a letter from them endorsing my store. It helps bring clients in that may not normally shop with us. — Eric Stevens, Stevens Diamond Jewelers, West Springfield, MA
  • There’s a lot of synergy with art dealers, auto dealerships, and other luxury goods. — Steven B. Goldfarb, Alvin Goldfarb Jeweler, Bellevue, WA
  • We work with local restaurants and showcase their food and beverages while our customers shop. — Tom Duma, Thom Duma Fine Jewelers, Warren, OH
  • Partnering up with our Chamber and downtown businesses to do a shop local event. Since I have a wine bar, I’m the last stop where they bring a raffle ticket that they received for every $10 spent. They enter their tickets in the big raffle that each store comes up with. What a fun way to kick off holiday shopping. — Karen Hollis, K. Hollis Jewelers, Batavia, IL

No: 64%

  • Had a bad experience with our most acclaimed restaurant. I gave gift certificates for his place to our best customers; he gave our gift certificates to his key employees and family. Will try again with someone who gets it. — Bill Elliott, Ross Elliott Jewelers, Terre Haute, IN
  • I probably should; seems like there is never enough time in the day. — Dwaine Ferguson, Goldsmith Silversmith Inc., Omaha, NE
  • They are stupidly competitive and secretive. — Mark Rozanski, Goldart, Ottawa, ON
  • Tried a few times with very modest results. — Stew Brandt, H. Brandt Jewelers, Natick, MA
  • Have tried on many occasions and nothing seems to fit. Would be open to some suggestions though. — Joseph Delefano, Regency Jewelers, Rotterdam, NY
  • I have found other stores take our email list and don’t reciprocate with good data. Also, our new laws prevent exchange of emails. Lastly, I am tired of being let down by other businesses expecting us to do all the work and they reap the benefits. If I found a company that would work with us, I am game to try. — David Blitt, Troy Shoppe Jewellers, Calgary, AB
  • They haven’t worked in the past. — Joe Thacker, Thacker Jewelry, Lubbock, TX
  • Haven’t found the right business to partner with. — Cathy Miller, Caleesi Designs Jewelers, Austin, TX
  • I did it once and didn’t get the impression that they were as excited to promote me as I was them. — Josh Rider, Dylan Rings, Montgomery, AL
  • it’s an organizational/time management thing for me. — Erika Godfrey, Hawthorne Jewelry, Kearney, NE
  • Not many quality downtown businesses here, unfortunately. — Gregory Fliegauf, Fliegauf Jewelers, Washington, NJ
  • We are always busy and have never been approached. — Jo Goralski, The Jewelry Mechanic, Oconomowoc, WI
  • We did try but found other businesses not interested. — James Sickinger, Sickinger’s Jewelry, Lowell, IN

What’s the Brain Squad?

If you’re the owner or top manager of a U.S. jewelry store, you’re invited to join the INSTORE Brain Squad. By taking one five-minute quiz a month, you can get a free t-shirt, be featured prominently in this magazine, and make your voice heard on key issues affecting the jewelry industry. Good deal, right? Sign up here.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at



Moving Up — Not Out — with Wilkerson

Trish Parks has always wanted to be in the jewelry business and that passion has fueled her success. The original Corinth Jewelers opened in the Mississippi town of the same name in 2007. This year, Parks moved her business from its original strip mall location to a 10,000-square foot standalone store. To make room for fresh, new merchandise, she asked Wilkerson to organize a moving sale. “What I remember most about the sale is the outpouring excitement and appreciation from our customers,” says Parks. Would she recommend Wilkerson to other jewelers? “I would recommend Wilkerson because they came in, did what they were supposed to and made us all comfortable. And we met our goals.”

Promoted Headlines

Most Popular