Connect with us

Best of The Best

This Store’s Murder Mystery Killed at the Party

Events coordinator enlists customers to stage murder mystery she wrote herself.

Published

on

MJ Miller clients and staff stick to the script while getting into character.

LYNNETTE SOLOMON HAD never thought of herself as a playwright, but as special events coordinator at MJ Miller & Co. in Barrington, IL, she isn’t afraid to try new things.

“When we do an event, we always try to do something the customer can participate in — toga parties, pirate parties; those tend to work out the best for us. It’s a great way to get people engaged and wearing the jewelry.”

Podcast: New Jewelry Store Owner Wilson Lin on Why He’s Opening This Year, of All Years
JimmyCast

Podcast: New Jewelry Store Owner Wilson Lin on Why He’s Opening This Year, of All Years

Podcast: Larry Rickert on Working From Home and His Last Big Project
JimmyCast

Podcast: Larry Rickert on Working From Home and His Last Big Project

Podcast: Jason Druxman Discusses Differences of Corporate and Independent Jewelry Stores
JimmyCast

Podcast: Jason Druxman Discusses Differences of Corporate and Independent Jewelry Stores

But when it came to trunk shows, she realized they needed something to spice them up for her clients who craved the kind of interactive, in-store experience that really could be described as an experience.

So Solomon spent a whole year writing a murder mystery and pitched it to owner Michael J. Miller as a way to create drama around designer Victor Velyan’s two-day visit. Velyan’s dramatic jewelry designs seemed perfect for such an

event, especially because they’re less traditional and very different in style from anything else in the store, Solomon says. She debuted both the concept and the play itself over two days in October.

A dozen customers were invited to be characters. Another small group came just to watch.

Advertisement

Of course, each character was wearing jewels from Velyan’s collection, and each was teamed up with a staff member so they received personal attention.

“A lot of the characters had a back story with Victor, so they had to pay a lot of attention to Victor,” Solomon says.

Velyan, known for his global exploration, was one of the central characters. “

The scenario? Velyan, returning from his latest adventure in Africa, brought his whole new couture line to the store and thieves lay in wait to steal his new collection.

Sales associates invited clients based on whether they thought they’d enjoy it; many also had a history of purchasing Velyan’s pieces.

Sandy and Greg Kern of Arlington Heights were invited — and thrilled — to participate. “People were given a dossier on their character and told to dress in costume. My character was a teacher, and so I was supposed to dress in a pretty plain way — in a tweed skirt,” says Sandy. Greg’s character was a chemist.

Advertisement

“Everybody had a fabulous character, and some people did an amazing job of dressing like their characters,” Sandy says. “It was a lot of fun.”

Characters were invited, of course, to try to figure out who the murderer was.

“In our group, no one got who the murderer was,” Sandy says. “It was so clever, it was wonderful. It involved people in the store and with the fabulous jewelry, we had a great time.”
Diversions were built into the plot.

“The twist was that I had a police officer (an actor) come in and tell Mr. Miller there had been an incident at his home and he had to leave,” Solomon says. “Then someone ran out from the back and announced that a character was killed in the back of the store.”

Solomon was the narrator as well as the playwright and experienced opening-night jitters.

“I was very nervous, but everybody really had a great time,” she says.

Advertisement

Even the store’s signature drink, the Gold Rush, played a pivotal part in the action.

There were appetizers, sweets and bourbon-spiked punch. The soundtrack featured Queen’s “Another One Bites the Dust” and Hall and Oates’ “Man Eater.”

Props in the showcases doubled as clues.

At the end of the day, the drama had the best possible ending: there were a number of pending sales.

PHOTO GALLERY (10 IMAGES)

Eileen McClelland is the Managing Editor of INSTORE. She believes that every jewelry store has the power of cool within them.

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials

When Liquidation Is the Best Option, This Legendary Jeweler Chose Wilkerson

George Koueiter & Sons Jewelers, a 65-year old jewelry institution in Grosse Pointe, MI, had always been a mainstay in this suburban Detroit community. But when owners George and Paul Koueiter were ready to retire, they made the decision to close rather than sell. “We decided our best option to do the liquidation sale was Wilkerson,” says Paul Koueiter. The results, says George Koueiter, exceeded expectations and the process was easy. “Wilkerson just kept us in mind,” says George. “They never did anything without asking and whatever they asked us to do was just spot on.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Latest Comments

Most Popular