Calendar

Valentine’s Day, Super Bowl Sunday, and Other Important Dates in February

2/22/22, a.k.a. Twofer Day, is your chance to double your marketing bang.

Published

2 years ago

January 25, 2022

INSTORE Staff Instore January 2022 Issue

14 Here it is: the bleeding, beating raw heart of the jeweler’s retail calendar — VALENTINE’S DAY. Whether you do something traditional (like a team-up with a florist), something good (such as participating in Wear Red Day), or your own event (how about a chocolate tasting?), seize the opportunity provided by V-Day to go after the younger crowd. They are losing interest in this key date, in part because they aren’t being targeted.

2 2/2/22 … It’s TWOFER DAY! There won’t be another one for 100 years, so get thinking: Two bands for the price of one if they buy the engagement ring? 22% off if a customer brings a friend?

13 For SUPER BOWL SUNDAY, “Know the team colors and hand-pick some stackable bands for a trendy right-hand assortment,” recommends Megan Crabtree of Crabtree Consulting.

15 On the 210TH BIRTH ANNIVERSARY OF CHARLES LEWIS TIFFANY, remember that he understood well the benefits of bold publicity, direct sourcing and the power of branding. Do you?

When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”