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Outside The Box: Diamonds & Desserts

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Outside The Box: Diamonds & Desserts

Innovative Events That Succeeded

Outside The Box: Diamonds & Desserts

Published in the March/April 2012 issue

To celebrate her store’s fifth anniversary, Cathy Cook hosted a private event for 150 top customers featuring the launch of a new black diamond jewelry line and special desserts, including a sculpted cake of edible jewelry and diamond-shaped chocolates from Antwerp. Swag bags included a free Gabriel & Co. necklace, pearl charm, T-shirt, and bamboo writing pen with store logo.

Outside The Box: Diamonds & Desserts 

INTERVIEW WITH CATHY COOK, OWNER, CATHY COOK JEWELRY

How did you measure success for the event?

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It was the talk of the town. We are still receiving “thank-yous” in the form of calls, notes in the mail, Facebook, and e-mails. Our guests were so excited about the event, the details at the event, and the contents of their swag bags!

What made up the “diamonds” portion of the event?

In addition to the diamond chocolates and black diamond line, we flew to L.A. and picked up a $100,000 diamond necklace that each guest tried on and had their picture taken in (we later sent them thank-you notes with a copy of the photo). We also gave away a diamond bracelet and shirts that said, “Diamonds Are a Girl’s Best Friend,” which provided a 10 percent discount to customers who wore them into the store during the holidays.

What other features did the event offer?

We had a celebrity chef who made Belgian waffles and a “French” coffee bar with diamond-shaped sugar cubes. We also had college girls to whom we gave a store gift certificate in exchange for being a hostess/model. We decked each one out with a suite of diamond jewelry from different brands.

Who were your jewelry partners for the event?

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Michael Johnston from Gabriel & Co. showed our Gabriel collection as well as new, larger pieces that we don’t normally carry. Donna Singer from Waxing Poetic was also with us, and each guest could sign up to win a free necklace donated by Waxing Poetic.


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After 139 Years, A Family Legacy Finds Its Perfect Exit With Wilkerson.

When third-generation jeweler Sam Sipe and his wife Laura decided to close Indianapolis’ historic J.C. Sipe Jewelers, they turned to Wilkerson to handle their retirement sale. “The conditions were right,” Sam explains of their decision to close the 139-year-old business. Wilkerson managed the entire going-out-of-business sale process, from marketing strategy to sales floor operations. “Our goal was to convert our paid inventory into retirement funds,” notes Sam. “The results exceeded expectations.” The Sipes’ advice for jewelers considering retirement? “Contact Wilkerson,” Laura says. “They’ll help you transition into retirement with confidence and financial security.”

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Outside The Box: Diamonds & Desserts

Published

on

Outside The Box: Diamonds & Desserts

Innovative Events That Succeeded

Outside The Box: Diamonds & Desserts

Published in the March/April 2012 issue

To celebrate her store’s fifth anniversary, Cathy Cook hosted a private event for 150 top customers featuring the launch of a new black diamond jewelry line and special desserts, including a sculpted cake of edible jewelry and diamond-shaped chocolates from Antwerp. Swag bags included a free Gabriel & Co. necklace, pearl charm, T-shirt, and bamboo writing pen with store logo.

Outside The Box: Diamonds & Desserts 

INTERVIEW WITH CATHY COOK, OWNER, CATHY COOK JEWELRY

How did you measure success for the event?

Advertisement

It was the talk of the town. We are still receiving “thank-yous” in the form of calls, notes in the mail, Facebook, and e-mails. Our guests were so excited about the event, the details at the event, and the contents of their swag bags!

What made up the “diamonds” portion of the event?

In addition to the diamond chocolates and black diamond line, we flew to L.A. and picked up a $100,000 diamond necklace that each guest tried on and had their picture taken in (we later sent them thank-you notes with a copy of the photo). We also gave away a diamond bracelet and shirts that said, “Diamonds Are a Girl’s Best Friend,” which provided a 10 percent discount to customers who wore them into the store during the holidays.

What other features did the event offer?

We had a celebrity chef who made Belgian waffles and a “French” coffee bar with diamond-shaped sugar cubes. We also had college girls to whom we gave a store gift certificate in exchange for being a hostess/model. We decked each one out with a suite of diamond jewelry from different brands.

Who were your jewelry partners for the event?

Advertisement

Michael Johnston from Gabriel & Co. showed our Gabriel collection as well as new, larger pieces that we don’t normally carry. Donna Singer from Waxing Poetic was also with us, and each guest could sign up to win a free necklace donated by Waxing Poetic.


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Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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