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This Is a Rut You Absolutely Need to Break Out of Starting Now



(Our November print issue includes a feature story detailing “10 Steps to Last-Minute Holiday Success.” Today we bring you an excerpt explaining one of those steps: breaking out of the event rut.)

If your events seem a bit lifeless or aren’t leading to as many sales as you’d like, you might be in a rut.

The holiday season is the perfect time to break out of it.

Mixing up your event music can go a long way to adding some spark to your events.

“Classical music is fine day to day, but for parties, it’s not going to entice you to go shopping,” says Jen Cullen Williams of Luxury Brand Group.

“Go to any store targeted toward millennials and it’s going to have music that moves. It’s got to have some energy to it.”


For another spin on a traditional idea, turn your ladies night out wish-list event into a couples party. It can be more fun and sometimes lead to big sales right on the spot, says Karen Hollis of K Hollis Jewelers in Batavia, IL.

“It helps guys get ideas and makes them want to shop early to make sure that the item will still be here,” she says.

Hollis invites her top 100 customers and has hosted as many as 30 couples at a time.





Wilkerson Testimonials

Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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