(PRESS RELEASE) The Plumb Club has added two new podcasts into their library of retail education tools. June’s podcasts deliver information and insights to retailers on the promotion of their stores. As stores are starting to reopen, promotion via advertising and PR is both timely and necessary for retailers looking to get business back, attract consumers and keep their stores in top of mind presence with consumers. Both podcasts provide strategies, knowledge and immediately actionable steps that will help retailers achieve these goals.
Advertising Myth-Busters – Expectancy vs. Reality by Brian Lazar gives insight into the “myths” of advertising and the reality of what the tactic can and can’t do. He explains advertising goals and how advertising can position a store. Further, he takes the listener through the execution of good advertising and the pros and cons of various ad placement vehicles. Brian Lazar is the vice president of sales and marketing with IGS Creative, a full-service advertising and marketing company specializing in the jewelry industry.
Public Relations Ground Rules – Growing Business Using PR by PR veterans, Heather Zachary and Melissa Berry will take listeners through the art of writing an effective press release and when it’s appropriate to use a media alert. They educate the retailer on how to build a media list and target appropriate editors with relevant messaging that compels them to run your story. Further, they give insight into the delicate art of “follow up” with the press and how to repurpose effectively on social media. Heather Zachary and Melissa Berry are founders of H&M Media, a boutique PR agency based in NYC that specializes in the jewelry and watch industry.
“Our podcasts are receiving great reviews from the industry,” said Lawrence Hess, Executive Director of The Plumb Club. “These podcasts give retailers another valuable tool to help them succeed, while fulfilling our mission to add value to the jewelry industry through education.”
Podcasts are added monthly. The newest podcasts, as well as the previous ones, are available on The Plumb Club website under the “Resources” tab: https://plumbclub.com/resources/
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
