Brainstorms

This Store Taps into Hometown Nostalgia

It has been the most successful marketing strategy in the store’s 75-year history.

Published

5 months ago

November 21, 2023

Julie Fanselow Instore November 2023 Issue

What is jewelry but a way to show what’s important to you? And in Mississippi, that could be your hometown. “In the South, where you are from and your ‘heritage’ is a badge of honor,” says John Ravenstein, owner of Juniker Jewelry in Madison Country, MS. To tap into this local pride, his store created its Heritage Collection, which “symbolizes the history of small-town Americana” with each piece taking the name of a town in the state, he explains. Mississippians from all over flock to Juniker to buy a piece of “their town,” making this the most successful marketing strategy in the store’s 75-year history.

This Third-Generation Jeweler Was Ready for Retirement. He Called Wilkerson

Retirement is never easy, especially when it means the end to a business that was founded in 1884. But for Laura and Sam Sipe, it was time to put their own needs first. They decided to close J.C. Sipe Jewelers, one of Indianapolis’ most trusted names in fine jewelry, and call Wilkerson. “Laura and I decided the conditions were right,” says Sam. Wilkerson handled every detail in their going-out-of-business sale, from marketing to manning the sales floor. “The main goal was to sell our existing inventory that’s all paid for and turn that into cash for our retirement,” says Sam. “It’s been very, very productive.” Would they recommend Wilkerson to other jewelers who want to enjoy their golden years? Absolutely! “Call Wilkerson,” says Laura. “They can help you achieve your goals so you’ll be able to move into retirement comfortably.”