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Try a High-Value Easter Egg Hunt and More Activities for April

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Easter Egg Hunt for diamond ring

Rick Antona of Uptown Diamond in Houston once organized “The World’s Most Expensive Easter Egg Hunt” — a Facebook-driven scramble for a gold-hinged egg with a $30,000 diamond ring inside, resulting in nationwide press. But even modest Easter promotions work well. JP Jewelers in St. Charles, IL, invited customers to choose a plastic egg with a random discount inside. “If they received only a 10 percent discount, we had them select another egg. They loved it,” said owner James Petterec.

Apr. 1  Generate great business with “April Fool’s Day Sale — It’s no joke! — 50 percent off all in-case merchandise.” (The best merchandise is, of course, kept safe and sound in the vault.)

Apr. 17  On National High Five Day, keep this Wired tip in mind: Don’t look at the hand. Keep your eye on the elbow; that’ll automatically line up your mitts.

Apr. 29  It’s our hunch National Arbor Day is going to get bigger the warmer our planet gets. Offer to plant a sapling for every purchase or repair booked.  


This article originally appeared in the April 2017 edition of INSTORE.

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A Liquidation Sale during a Pandemic? Wilkerson Showed Them the Way

For 25 years, Stafford Jewelers of Cincinnati, Ohio, was THE place to go for special gifts, engagement diamonds, high-end Swiss watch brands — in other words, the crème de la crème of fine jewelry. But this summer, the Stafford family was ready to retire. So, they chose Wilkerson to help them close up shop. “One of the biggest concerns was having the sale in the middle of COVID,” says Director of Stores Michelle Randle. Wilkerson gave the Stafford team plenty of ideas as well as safety guidelines, which they closely followed. “All of the employees felt safe, the customers coming in the door felt safe and we did a lot of business,” says Randle. How much business? “The inventory flew,” she says. Translation: They sold millions and millions of dollars-worth of merchandise. Randle calls it, “an incredible experience.” Would she recommend Wilkerson to other retailers who are thinking of thinning their inventories or retiring? “Everyone got more than what they expected out of the sale. You have to hire Wilkerson. They’re amazing.”

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