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Megan Crabtree

This One Trick Could Immediately Improve Your Wedding Band Sales

It costs you little, and it helps create clients for life.




man hold wedding ring

DID YOU KNOW that 50 percent of wedding band buyers do not buy the band from the same store that they purchased their engagement ring from?

It’s true. Maybe the in-store experience did not “wow” them. Maybe they were walking in the mall and saw the band and bought it on the spot. Or maybe after buying the engagement ring, the sales associate never got back in touch to offer the matching wedding band.

Either way, it all boils down to one question: What added value are you offering to keep your customers loyal and not lose the wedding band sale to your competitors?

Here’s one great idea that will set you up for success: Provide every engagement ring customer with an added-value envelope incentivizing them to return to your store for the wedding band. Follow these three steps to maximize your chances.

STEP 1: Determine Wedding Band Offer. Have your marketing team create a small brochure measuring around 3.74 inches by 8.22 inches. You could lay this creative out and print it yourself locally, or you can use an online service like Vistaprint to do both for you. On this brochure, provide the customer with an incentive to come back for the matching wedding band by offering a discount or an extended finance offer.

STEP 2: Brainstorm Possible Partners. Have your marketing team speak to your employees and even customers to see which local businesses they prefer within the wedding industry. It could include a florist, photographer, wedding dress shop, a restaurant with catering capabilities, a DJ, or anyone else you can think of that’s appropriate.


STEP 3: Reach Out To Local Businesses. Have your marketing team reach out to these local businesses to see if they would like to participate and offer your clients an incentive, such as a discount or a complimentary service. For example, the local photographer may offer complimentary engagement photos in hopes they will be hired for the actual wedding day. Most businesses will be thrilled to get on board and will happily provide you the creative for the brochure. Think about it from the other local businesses’ standpoint: What other better place can they spend marketing dollars to find such warm leads of customers that we know are in the market for their service or product?

Overall, this envelope not only differentiates you from your competition, but it also generates loyal customers who keep coming back.

Megan Crabtree is the founder and CEO of Crabtree Consulting. Before founding Crabtree Consulting, Megan had a successful professional career in the jewelry industry, which culminated with high-level positions at several of the top firms in the retail and manufacturing sectors. Reach her at [email protected] or visit us at www.crabtreeadvisory where you can set up a live chat or a 30-minute free consultation.



Wilkerson Testimonials | Sollberger’s

Going Out of Business Is an Emotional Journey. Wilkerson Is There to Make It Easier.

Jaki Cowan, the owner of Sollberger’s in Ridgeland, MS, decided the time was right to close up shop. The experience, she says, was like going into the great unknown. There were so many questions about the way to handle the store’s going-out-of-business sale. Luckily for Cowan, Wilkerson made the transition easier and managed everything, from marketing to markdowns.

“They think of everything that you don’t have the time to think of,” she says of the Wilkerson team that was assigned to manage the sale. And it was a total success, with financial goals met by Christmas with another sale month left to go.

Wilkerson even had a plan to manage things while Covid-19 restrictions were still in place. This included limiting the number of shoppers, masking and taking temperatures upon entrance. “We did everything we could to make the staff and public feel as safe as possible.”

Does she recommend Wilkerson to other retailers thinking of retiring, liquidating or selling excess merchandise? Absolutely. “If you are considering going out of business, it’s obviously an emotional journey. But truly rest assured that you’re in good hands with Wilkerson.”

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