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This Jeweler’s Successful Wedding Promotion Could Be Copied By Most Retailers

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It would take some work, but it could pay off.

Here’s an idea that jewelry retailers should consider adding to their promotional playbook. Ben Bridge Jewelers, a Warren Buffet-backed retail chain, is contemplating whether to hold its fifth consecutive $100,000 Wedding of the Century contest after it proved more successful than anticipated, as Southern Jewelry News explains.

“Our bridal business has doubled in the last five years,” Marc Bridge, the company’s VP of marketing, told SJN. He added that he believes a similar yet scaled-down promotion could be done by any jeweler of any size in most markets. He advises: “Store owners that sponsor wedding related contests need to commit a lot of resources to manage it carefully, to make it easy and fun, but also beneficial to them as business owners.”

Read more at Southern Jewelry News

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If It’s Time to Consolidate, It’s Time to Call Wilkerson

When Tom Moses decided to close one of the two Moses Jewelers stores in western Pennsylvania, it was time to call in the experts. After reviewing two candidates, Moses, a co-owner of the 72 year-old business, decided to go with Wilkerson. The sale went better than expected. Concerned about running it during the pandemic, Moses says it might have helped the sale. “People wanted to get out, so there was pent-up demand,” he says. “Folks were not traveling so there was disposable income, and we don’t recall a single client commenting to us, feeling uncomfortable. It was busy in here!” And perhaps most importantly, Wilkerson was easy to deal with, he says, and Susan, their personal Wilkerson consultant, was knowledgeable, organized and “really good.” Now, the company can focus on their remaining location — without the hassle of carrying over merchandise that either wouldn’t fit or hadn’t sold. “The decision to hire Wilkerson was a good one,” says Moses.

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