Headlines

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

Published

8 years ago

January 7, 2016

INSTORE Staff

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.”

Wilkerson Testimonials

Wilkerson: “They Feel Like Family”

Newton’s Jewelers in Fort Smith, Ark., was a true institution. But after being at the helm for most of his life, owner (and descendent of the original founder) Kelly Newton decided it was time to retire. He chose Wilkerson to handle the sale. “I’ve known the owners of Wilkerson for a long, long time. I felt at home with them,” he says. The final retirement sale was just a “blast” and the Wilkerson sales team made it so very simple and straightforward, says Newton. Would he recommend Wilkerson to others? Absolutely. “They’ve done incredible work,” says Newton. “They feel like family.”