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Take a Page from Toilet Paper Producers for This Themed Event

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Each year, Quilted Northern sponsors a Toilet Paper Wedding Dress Contest in which entrants – there were more than 1,500 last year – create designs using nothing but tissue, tape, glue and thread. According to the sponsors, the contest highlights “what is truly possible when toilet paper is crafted for greatness.” It also does a fantastic job of reframing the way people may think of Quilted Northern’s products to stress quality and attention to detail. (And let’s not forget the media interest in such a bizarre contest.) Is there something you could do that is as clever? How about teaming up with a paper clip maker with a promise to make a winning ring design in real gold? A competition for necklaces made of soda can pull-tabs? Earrings made of …

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Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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