Outside The Box: James Free Jewelers
Innovative Events That Succeeded
Published in the July/August 2012 issue
In partnership with Roberto Coin and Town & Country, James Free Jewelers hosted a private event at the exclusive Tower Club nearby. Guests enjoyed dinner while draping themselves in Roberto Coin jewelry, which included the debut of his newest designs, all selected and presented by Peter Webster, co-owner of Roberto Coin.
INTERVIEW WITH MICHAEL KARAMAN, PRESIDENT AND CEO OF JAMES FREE
How successful was the event?
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I would rate the event a 9 out of 10. We defined the success of the event by purchases made and by comments from the customers. Customers who attended were amazed at the amount of Roberto Coin and Cento jewelry available. They were ecstatic to see one-of-a-kind designs, to try them on, and to really experience the craftsmanship of Roberto Coin.
Why did you host the event in the Tower Club?
We treat our private events as a family gathering, and holding it at the Tower Club gave the dinner a more intimate feel versus having it in the store. The customers were very impressed by the atmosphere. They appreciated the attention to detail and simply raved about the fare, saying that it was world-class.
What did having Peter Webster at the event add to the experience?
Having Mr. Webster attend the event demonstrated to the customers and even the staff the sincerity of Roberto Coin and our meaning to the brand. Our relationship with Mr. Coin and Mr. Webster goes back to the beginning, so it was only natural that he attend the event.
How was TOWN & COUNTRY involved?
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For two years now, Town & Country has added a finesse, charm and delicate touch that only they could do. It “hosts” a small number of events tied into the publication every year across the country. They worked with the venue to pick the menu/wines, helped design the room, and coordinated the photographs that were featured in the publication’s February issue.
