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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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Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

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