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After Terrifying Robbery, Brave Store Owners Host Amazing Red Carpet Event

Interactive trend event fits with Arkansas store’s strategy to appeal to women.



Trish Roberson’s vision for her business is to build a fashion-forward, brand-conscious jewelry store known for service. She differentiates her brand — Roberson’s Fine Jewelry in Little Rock, AR — by carrying the work of designers who have beautiful and quality lines, but who tend to fly under the radar of her competitors. “I liken myself to Barney’s in how they try to find unique things, different but not so far out there that people can’t relate,” she says. And in the past two years, she has cut out three-quarters of her traditional advertising budget, focusing instead on events that appeal to her core customer: self-purchasing women.


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Idea: Divide and Conquer the Trends

Inspired by posh trade-show events she had attended, Roberson decided to focus on a fall trend event for her customers, dividing the store into areas set up to showcase four trends: technology, light and airy, travel and darkly romantic. She also decided to try to replicate the polished treatment she receives when attending high-end industry events and pass along both knowledge and hospitality to her clients.

Execution: Clients Get Red Carpet Treatment

Danielle Miele of GemGossip with Trish Roberson.

The private event, held on a Thursday and Friday with the store closed to the public, featured trend forecast discussions with two special guest luxury experts, The Robey Partnership’s Nancy Robey and Luxury Brand Group’s Jen Cullen Williams. Jewelry blogger Danielle Miele of Gem Gossip also attended, publicized the event and took photos.

The special guests were already en route to Little Rock from New York and LA the Tuesday before the event when Roberson’s was invaded by armed robbers who terrorized the staff and shattered the store’s showcases. “We were all so emotionally damaged,” Roberson says. But rather than call it all off, Roberson and staff worked day and night to get the store ready and the showcases repaired, working around investigators and police, who were still on site when the red carpet rolled out on Thursday.

Clients were invited to ask questions about the trends, try on jewelry and, ultimately, purchase. They arrived at scheduled times and walked the red carpet outside the store, posed for photos, and later took photos of their jewelryadorned hands on the “JewelCam” — a mani-cam like the one seen on “E! Entertainment” during award shows.

Roberson divided her guest list and hosted eight groups of 25 to 35 women over two days. The groups were generally divided by age, and one group was offered for mothers and daughters.

Everyone who was invited was asked to call to make reservations and to bring guests. “We saw it as an opportunity to reach out to people who were not our customers,” Roberson says. “We pinpointed those customers that we know are really out there in the community and told them if you’d like to bring three, four or five people, just let us know.”

She hired a caterer, who planned the food around the themes (robot cookies, for example, in the technology trend area).

The “Jewel-Cam” took photos of clients wearing their favorite jewelry.

Results: Event Marketing Proves Valuable

Roberson’s focus on creative events has worked for her business, which is doing better than it ever has, even though she has cut back drastically on advertising.

Planning unusual events has her customers and her city talking about her store. Word of mouth accolades have multiplied.

Another hugely popular event was flying half a dozen clients to New York to meet designer Gurhan on his home turf and explore the city in a whirlwind weekend. “It has really created a stir for us,” she says.


Although Roberson has streamlined print advertising from three regional magazines to one, the magazine she chose to work with now sweetens the deal by sending a photographer to her events and posting photos on Facebook and Instagram.

Do It Yourself: Go Beyond Trunk Shows

  • Think out of the trunk. If you plan a trunk show, add a twist, like a fashion show, a style expert, a Q&A with the designer, a photo booth, a fortune teller, upbeat music. Make it fun and unexpected. The goal is to make everyone in town want to be added to your party guest list.
  • Refocus your attitude about events away from making immediate sales. Focus on fun and sales will come organically. “If you’re not always selling, an event will endear people to you.”
  • Cater to self-purchasing women. It could be a market much richer than you might imagine. “Our biggest purchasers are self-purchasing women,” says Roberson. “And they spend a lot of money with no one else approving it. Last year, in January, we had one lady spend $1.5 million on a ring that her husband never saw.”
  • Don’t stretch yourself too thin. “If we did it again, I would narrow the groups down to one in the morning, one in the afternoon and an evening group. We did four or five groups each day. By the end, we were running on empty,” Roberson says.
  • Recognize that the world is much smaller than it used to be. Trends that used to take forever to reach the Midwest or the Southeast make the trip a lot faster now, either virtually or via globe hoppers. “Our customers travel the world, they shop, they see things that they want in other places.”

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.



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Having a Moving Sale? Let Wilkerson Do the Heavy Lifting

For Jim Woodard, owner of Woodard’s Diamonds & Design in Tullahoma, Tenn., when it was time for a moving sale, there was only one company to help with the event: Wilkerson. “They brought in the right team for us,” he says, remarking about the sale’s extraordinary results, including a nearly 500% monthly sales increase compared to the previous year. “I wanted to have the best in the industry. And that’s the main reason why I contacted Wilkerson.”

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Borsheims Shareholders Weekend Demands All Hands on Deck

Hospitality crucial, no matter the size of your trunk show.



PLANNING A TRUNK show this fall? What if your trunk show involved 100 vendors, as many as 35,000 customers and 25,000 catered meatballs?

Borsheims in Omaha, NE, a subsidiary of Berkshire Hathaway, meets that challenge annually with an all-hands-on-deck approach when it opens its doors each May to all of the company’s shareholders who want to come.

The jewelry store plays host to a cocktail party on Friday night and a shareholder shopping day on Sunday. Both events spill into the mall, which is closed to the public, and into the parking lot. “We really look at this from a hospitality approach,” says Adrienne Fay, director of marketing and business sales. “We want to thank the shareholders for their loyalty and patronage.”

This year there were 100 jewelry, watch and gift vendors, some of whom brought in products for their trunk shows that wouldn’t be seen anywhere else in the U.S., Fay says. “You’ve never seen jewelry cases as packed as they are during Berkshire weekend. We call it our Christmas in May. We do a transaction every 11 seconds during the weekend.”


For weeks leading up to the event, job descriptions blur as every employee plays a role from helping with catering to managing vendors. They hire additional staff for the weekend, ask corporate staff to work the sales floor and bring in runners and cashiers.

“The last thing we would want to have is someone standing around and no one able to help them,” says Jaci Stuifbergen, who guides Borsheims’ experiential marketing. “Everyone involved is a representative of Borsheims, from those setting up a large tent to those providing food and beverages. We want every caterer to represent Borsheims well and have the same customer-focused mindset that we do the whole time they are here.”


Even though it’s a private event, shareholders are under no obligation to buy jewelry. So creating the right customer experience is vital in this, as in any, event situation. “Whether it’s a regular trunk show or during this event, the thing we want to provide is a really great experience,” Stuifbergen says. “We know they could buy this jewelry from other stores or on the Internet, but what we have to offer are customer service and knowledgeable staff. Complimentary alcohol never hurts!” she says.

It might be the only chance to convert shoppers. “It’s such a destination store that for a lot of people, this is the only time in the year, or maybe in a decade, that they come here,” Stuifbergen says. They set up two bars and two buffet lines in the parking lot under the biggest tent they can rent. Sunday’s party often features Bershire Hathaway CEO and Chairman Warren Buffett playing bridge or table tennis with Bill Gates, Microsoft founder. There’s also a live band and a magician. On Friday night, the caterer serves more than 25,000 meatballs.


The shareholders, who are Warren Buffett groupies, want to buy anything that’s affiliated with him, from pearl strands with his signature on the clasp and diamonds with his signature laser-inscribed inside to affordable gift products stamped with his face or the company logo. Last year, they used a custom etching machine to inscribe personal messages inside the diamonds while customers waited.


Almost immediately after the event, everyone in the company is asked for input and feedback, which is compiled into a seven or eight page document and carefully analyzed. Feedback has led to changes like improved security and gift bags for vendors as a token of appreciation.

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Santa Fe’s Reflective Jewelry Aligns with Owners’ Ethics

Fairtrade Gold designation puts the focus on miners.



Marc Choyt and Helen Chantler work to ensure their business aligns with their environmental and ethical beliefs.

MARC CHOYT AND HIS wife, Helen Chantler, of Santa Fe, NM, have been focused on green initiatives for decades, in all aspects of life.

“We bought land in northern New Mexico in the ‘90s, and there was a creek bed there that was badly eroded from over-grazing to the point that there were cliffs instead of gentle banks,” Choyt says. “We began to realize the impact we have locally and globally. That is a core value for us.”

Their business, Reflective Jewelry, a custom and designer jewelry studio, has been named Green Business of the Year by the city of Santa Fe and Santa Fe’s Chamber of Commerce. “This is a great honor, especially given the industry we’re in and the fact that Santa Fe is a green business city,” Choyt says.

Reflective Jewelry is the only Fairtrade Gold jeweler in the United States, a certification they received in 2015.

“Though there are over 250 Fairtrade Gold jewelers in the UK, we are still the only Fairtrade Gold jewelers in the entire USA,” says Choyt. “We produce our entire two-tone line and much of our bridal collection in Fairtrade Gold. This supports local economies, alleviates poverty and reduces global mercury contamination for small-scale gold producers. Because it’s an international brand and is the only system that audits suppliers and jewelers, it is the best option to create a foundation for responsible jewelry.”

Fairtrade Gold was only one reason, though, that the city of Santa Fe recognized Reflective Jewelry. The shop uses LED lighting, washable cloth towels, biodegradable bags for shipping, organic dish soap and non-toxic floor cleaners. Jewelers use citric acid for pickling, fluoride-free flux, a soap-based solution for tumbling, sink traps for catching heavy metals, and vacuums that capture dust and compounds—all of which are recycled. Their landscape garden, once a concrete foundation, now has mature apricot and cherry trees and native plants fed by water channeled off their roof.

Chantler, an experienced bench jeweler, launched her jewelry design business in 1994, while Choyt led the sales effort, initially concentrating on distributing jewelry to 250 stores and catalogs.

By 2001, they refocused on online sales and their own retail store. Today, six people work in the shop and the store.

Along the way, they began using recycled metals in production, which was a logical place to start, Choyt explains, but doesn’t address the big picture. “Basically, gold is going to be mined, and that’s independent of how much is used by jewelers. If we’re going to really make an impact, we have to support small-scale mining communities.”

When Choyt explains to customers that the Fairtrade Gold designation is the same well-known global brand used for Fairtrade coffee and chocolate, they are “astonished that I’m the only one operating this way, out of a small shop in Santa Fe,” he says.

So while Choyt can point to numerous 5-star Google reviews and show clients the studio where the jewelry is made, he can also ensure ethical, fair-trade sourcing from mine to market, adding another level of authority and credibility.

“Certainly one of the most important elements of any jeweler is reputation. Fairtrade Gold is just another thing that makes people feel really good about buying from us,” he says.

When the U.S. consumer market adopts Fairtrade Gold, he says, hundreds of thousands (or possibly millions) of small-scale miners finally will find their lives improved.

“When this happens, we’ll be able to point to our small studio on Baca Street as one of the catalysts.”

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This Retailer Combined Diamonds with Donuts for a Sweet Event

Social media played a big role in drawing 50 new customers.



DIAMONDS AND DONUTS are each desirable in their own right, but put them together and the combination proves irresistible. At least it did in April for customers of Bernie Robbins Jewelers, whose purchases hit seven figures in four locations over two days.

Owner Harvey Rovinsky said he had noticed “donut roll” events in other types of retail-store promotions and thought donuts would be a great draw to add to the Bernie Robbins promotional repertoire, which has included a Yoga Fest, a Chic at the Shore series of summer events and trunk shows, a student design contest and a high-profile Super Bowl ticket giveaway, along with a recent emphasis on social media, digital advertising and geo-fencing.

“We always want to do something that is different, unique, that people will talk about,” Rovinsky says. “In my mind, donuts go with everything, and they certainly go with diamonds. Because of what the marketing team put together, there was a story to tell besides this jewelry store and their diamonds. It was a way to make a jewelry store visit more fun.”

As it happens, the shape of donuts is even suggestive of a ring.

Integral to promoting the event was a “donut wall” for customer selfies, created entirely by the staff, who invited customers to decorate the donuts with bridal toppers.

Says Peter Salerno, digital-marketing manager: “The idea came in the form of having a part of the store that is more photogenic, something new and fun. Our sales staff used their own Instagram accounts to reach out to customers, and we also advertised on traditional digital platforms. It was a cool space, a departure from a typical jewelry store. It had interaction and on-site activation.”

Customers were invited to decorate donuts with bridal-themed toppers, adding to the in-store experience, during Bernie Robbins’ Diamonds and Donuts event.

The store also borrowed wedding gowns for display that the staff accessorized with diamond jewelry.

“We had champagne, flowers, and it smelled like a bakery,” says Cristin Cipa, director of marketing.

The sales event represented true value for customers, who shopped at up to 50 percent off for mountings, engagement rings and wedding bands, and saved up to 40 percent on a large selection of GIA-graded loose diamonds. Instant credit and interest-free financing added to the appeal of instant gratification.

While salespeople set up appointments in advance to ensure their best clients would visit, the promotion also lured 50 new customers over two days.

“We had cooperation from all of our staff — marketing, selling, support staff,” Rovinsky says. “We checked all of the boxes when it came to marketing and we did an enormous amount of clienteling. Sightholders sent us hundreds of thousands of dollars in diamonds for two days at great prices. It was a win-win-win — a win for our clients, for our salespeople and for Bernie Robbins.” The entire staff was given a bonus as a result.

As for timing, April is diamond month, Rovinsky says. “Is it a popular time for engagements? Who knows? But we made it into one.”

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