Headlines

Signet’s ‘Ever Us’ Marketing Campaign Becomes Major Hit With Consumers

Published

9 years ago

March 30, 2016

INSTORE Staff

Before it launched, the concept was put under the microscope for months.

Amid a disappointing third quarter, Signet turned to a new marketing concept that boosted sales in the fourth quarter and eased investors’ nerves, Fortune writes. The “Ever Us” campaign “was by far and away the biggest launch we’ve ever had,” CEO Mark Light told the business publication. “It was the first time in our company’s history where we took the whole strength of Signet’s major brands and was able to leverage it to promote only one product, one idea, to all of our customers.”

The article says Signet tested and analyzed the concept for months, with Light noting that it “scored off the charts in our research. We took that research, developed products, and gave it to our stores to see how the customers reacted to it. And to say that the reaction was phenomenal would be an understatement.”

Four Decades of Excellence: How Wilkerson Transformed a Jeweler's Retirement into Celebration

After 45 years serving the Milwaukee community, Treiber & Straub Jewelers owner Michael Straub faced a significant life transition. At 75, the veteran jeweler made a personal decision many business owners understand: "I think it's time. I want to enjoy my wife with my grandchildren for the next 10, 15 years." Wilkerson's expertise transformed this major business transition into an extraordinary success. Their comprehensive approach to managing the going-out-of-business sale created unprecedented customer response—with lines forming outside the store and limits on how many shoppers could enter at once due to fire safety regulations. The results exceeded all expectations. "Wilkerson did a phenomenal job," Straub enthuses. "They were there for you through the whole thing, helped you with promoting it, helping you on day-to-day business. I can't speak enough for how well they did." The partnership didn't just facilitate a business closing; it created a celebratory finale to decades of service while allowing Straub to confidently step into his well-earned retirement.