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Selling Design: Jewelry Noir Event

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HAMILTON JEWELERS, PALM BEACH, FL

[dropcap cap=IN ANTICIPATION] of their 2012 Centennial Celebration, Hamilton Jewelers held a weekend-long diamond event last spring themed around the undying style of old Hollywood, which included exhibitions of The Stuart Weitzman Oscar Red Carpet Shoe Collection and a world-renowned photo exhibit, as well as a makeover and photo shoot of clients.[/dropcap]

<< INTERVIEW WITH KATIE BROMMER, MARKETING ASSOCIATE >>

Selling Design: Jewelry Noir Event

Why did you choose the “film noir” concept for the event, and how did customers respond?
While brainstorming ideas, we discovered that the Flagler Museum in Palm Beach had an exhibit of photographs from the golden age of fi lm, and it all snowballed from there. We contacted them, they put us in touch with the owner of the pictures, and we were able to obtain and enlarge some amazing photographs — some rarely seen before in public. The theme tied in perfectly with our new brand campaign, “Style is timeless,” which we had just kicked off in the Florida market.

What did the shoe collection add to the event?
The shoes are historical pieces that are rarely seen. Customers kept walking around the interior and exterior of the store just gazing at everything that we had. It kept them in the store much longer and also brought in many new clients.

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What did customers think of the makeovers and photos?
After the women got their makeup done, we had a professional photographer set up black-and-white glamour shots, where they could pose as a Hamilton Jewelers star for the day. We then offered to send the photos to everyone who participated in the glamour shots. We were able to obtain many new clients and potential
lead e-mails this way.

What did having a jewelry writer at the event add to the party?
We invited INDESIGN senior editor Beth Bernstein to discuss how new jewelry trends can be worn with the pieces currently in your collection. Our guests loved it! Beth’s passion and knowledge created excitement and once again reinforced our commitment to jewelry as a fashion and designer product.

 


 

[contentheading]Eye Catchers [/contentheading]

[h4]ADS THAT SPARKLE[/h4]

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Selling Design: Jewelry Noir Event

[number color=red value=1] Capital “B” provides a catchy pun, but more important, it reinforces the store brand and takes center stage.[/number]

[number color=red value=2] Gorgeous, colorful designer jewelry draws the eye to emphasize the store’s modern inventory selection.[/number]

[number color=red value=3] Golden-brown color of the Braunschweiger logo matches that of the store’s gift box, lending a consistent brand appearance from start to finish.[/number]

 


[contentheading]Attached at the Brand [/contentheading]

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Selling Design: Jewelry Noir Event

We have a fantastic customer named Phyllis who comes in or calls every month to see if any new Moritz Glik merchandise has come in. Moritz did a trunk show last November with us, and customers were fl ipping out over his pieces and his particular attention to fine details. Phyllis purchased three rather large pieces from him, all very diff erent. Phyllis is counting the days until his next personal appearance!

[span class=note]This story is from the September-October 2011 edition of INDESIGN[/span]

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SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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Selling Design: Jewelry Noir Event

mm

Published

on

HAMILTON JEWELERS, PALM BEACH, FL

[dropcap cap=IN ANTICIPATION] of their 2012 Centennial Celebration, Hamilton Jewelers held a weekend-long diamond event last spring themed around the undying style of old Hollywood, which included exhibitions of The Stuart Weitzman Oscar Red Carpet Shoe Collection and a world-renowned photo exhibit, as well as a makeover and photo shoot of clients.[/dropcap]

<< INTERVIEW WITH KATIE BROMMER, MARKETING ASSOCIATE >>

Selling Design: Jewelry Noir Event

Why did you choose the “film noir” concept for the event, and how did customers respond?
While brainstorming ideas, we discovered that the Flagler Museum in Palm Beach had an exhibit of photographs from the golden age of fi lm, and it all snowballed from there. We contacted them, they put us in touch with the owner of the pictures, and we were able to obtain and enlarge some amazing photographs — some rarely seen before in public. The theme tied in perfectly with our new brand campaign, “Style is timeless,” which we had just kicked off in the Florida market.

Advertisement

What did the shoe collection add to the event?
The shoes are historical pieces that are rarely seen. Customers kept walking around the interior and exterior of the store just gazing at everything that we had. It kept them in the store much longer and also brought in many new clients.

What did customers think of the makeovers and photos?
After the women got their makeup done, we had a professional photographer set up black-and-white glamour shots, where they could pose as a Hamilton Jewelers star for the day. We then offered to send the photos to everyone who participated in the glamour shots. We were able to obtain many new clients and potential
lead e-mails this way.

What did having a jewelry writer at the event add to the party?
We invited INDESIGN senior editor Beth Bernstein to discuss how new jewelry trends can be worn with the pieces currently in your collection. Our guests loved it! Beth’s passion and knowledge created excitement and once again reinforced our commitment to jewelry as a fashion and designer product.

 


 

[contentheading]Eye Catchers [/contentheading]

Advertisement

[h4]ADS THAT SPARKLE[/h4]

Selling Design: Jewelry Noir Event

[number color=red value=1] Capital “B” provides a catchy pun, but more important, it reinforces the store brand and takes center stage.[/number]

[number color=red value=2] Gorgeous, colorful designer jewelry draws the eye to emphasize the store’s modern inventory selection.[/number]

[number color=red value=3] Golden-brown color of the Braunschweiger logo matches that of the store’s gift box, lending a consistent brand appearance from start to finish.[/number]

 

Advertisement

[contentheading]Attached at the Brand [/contentheading]

Selling Design: Jewelry Noir Event

We have a fantastic customer named Phyllis who comes in or calls every month to see if any new Moritz Glik merchandise has come in. Moritz did a trunk show last November with us, and customers were fl ipping out over his pieces and his particular attention to fine details. Phyllis purchased three rather large pieces from him, all very diff erent. Phyllis is counting the days until his next personal appearance!

[span class=note]This story is from the September-October 2011 edition of INDESIGN[/span]

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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