Cute Kids on Video

In 2017, the family ownership team at Baribault Jewelers in Glastonbury, CT, shot a video interviewing their own children talking about the importance of Mother’s Day that proved wildly popular. “People just thought it was super-adorable and they enjoyed seeing the kids from our family,” says Christina Baribault-Ortiz. Sample conversation: “What are you going to get your mom for Mother’s Day?” Answers: “A rainbow ring!” and “A hundred hugs and kisses!” They’ve also found success collaborating with a local chocolatier, a manicurist, a hair salon and a local restaurant that provided a gift card or coupon with each jewelry purchase.

They feature Mother’s Day themed gift ideas with a look book of top sellers for Mother’s Day via email and social media, too.

Covering All Angles

Mother’s Day is always a big deal at Bernie Robbins Jewelers, with five locations in New Jersey and Pennsylvania. Last year, the marketing department designed a coloring and jewelry cut-out activity book for children that could be downloaded from social media. Kids were invited to dress up their chosen paper “mom,” adorn her in jewels and then give their real mom the finished art project. They also promoted Mother’s Day by deploying an offer of up to $200 off a purchase on the website, social media and e-blasts and curated an e-commerce gift collection for the occasion with free, two-day shipping.

Words 0f Wisdom

At Christopher’s Fine Jewelry & Rare Coins in West Des Moines, IA, general manager Christine Osborne ensures digital messaging is friendly and conversational, an extension of the brand. The brand’s lighthearted humor is conveyed during the store’s annual Mother’s Day Facebook Contest. In the weeks leading up to Mother’s Day, they ask followers to share the best advice their mother has given them, then feature selected quotes using a vintage cartoon design. One participant is selected to win a piece of jewelry.

Pop-Up Giveaway

Julie Walton Garland of Walton’s Antique and Estate Jewelry in Franklin, TN, organized a Mother’s Day virtual online treasure hunt in 2020. Social media followers were invited to find three Mother’s Day “bouquets” designed to pop up from certain jewelry photos on the website to enter a contest for a 14K gold and diamond pendant. “It encouraged people to spend time on our website looking at our inventory in order to find the bouquet,” she says. The contest attracted the attention of 350 people who, after finding the designated items, were invited to a Zoom chat and drawing with the staff of Walton’s. During the Zoom meeting, Julie spun a digital wheel on her screen to randomly choose the winner. Afterward, the staff shared ideas for Mother’s Day gifts.

The Collaboration

Jake Wosinksi, owner of Jacob Raymond Custom Jewelry in Greensboro, NC, partners with other local businesses for a social media-based Mother’s Day giveaway. In 2019, the winnings included a $75 gift certificate from Jacob Raymond Custom Jewelry, a bag of coffee and gift certificate from one partner, and a coffee mug from another. “Promotions like that are great because they don’t cost anything except whatever you’re giving away, and you’re getting exposure to new clients from other businesses’ social media followings,” Wosinksi says. “You do have to pick the right partners and make sure they have a decent amount of followers to get the maximum exposure.” This year, he plans to reach out to a salon, a gift shop and a boutique.

The Personal Touch

At family owned Vardy’s in Cupertino, CA, models featured on social media pages are customers, family members or employees. Mother’s Day is no exception, from advertising to styling a family photo shoot with a focus on pearls. Vardy’s is about authenticity, on every level. Family and team members have gotten past a natural reticence to be the faces of the brand. “What you see is truly who we are,” they say.

PHOTOS: Calvina Photography