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As digital marketing grows, getting the word out about your jewelry store is fast becoming a more technical — and more complex — endeavor, marketing specialist Jim Ackerman notes.

But in the video below, he describes a “simple, low-tech, easy-to-execute, free marketing program” that can bring lots of customers this holiday season.

It involves setting up joint venture promotions with local “friends in business.” Approach people such as chiropractors, accountants and car dealers — anyone who might be sending out Christmas cards. Offer to include $100 gift cards with the mailing.

One of Ackerman’s clients tried the idea and generated an amazing response. Of 3,500 cards distributed, the response rate was 10 percent.

“They made big money on that holiday season,” Ackerman says.

Learn more:


Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at [email protected].

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Downsizing? Wilkerson Is Here to Help

Orin Mazzoni, Jr., the owner of Orin Jewelers in Garden City and Northville, Michigan, decided it was time to downsize. With two locations and an eye on the future, Mazzoni asked Wilkerson to take the lead on closing the Garden City store. Mazzoni met Wilkerson’s Rick Hayes some years back, he says, and once he made up his mind to consolidate, he and Hayes “set up a timeline” for the sale. Despite the pandemic, Mazzoni says the everything went smoothly. “Many days, we had lines of people waiting to get in,” he says, adding that Wilkerson’s professionalism made it all worthwhile. “Whenever you do an event like this, you think, ‘I’ve been doing this my whole life. Do I really need to pay someone to do it for me?’ But then I realized, these guys are the pros and we need to move forward with them.”

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