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Jim Ackerman

Video: This Jeweler’s Direct Mail Package Was Expensive, But It Worked ⁠— Here’s Why

Cheaper is not always better.

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IN THIS EPISODE of Marketing Gems, Jim Ackerman shows us a jewelry marketing effort that worked.

It included a high-end direct-mail piece, complete with two-page sales letter on card stock. The envelope also had five cards with photos and descriptions of jewelry.

Ackerman explains that it costs more to market this way, but the extra cost can be well worth it.

Watch the clip:

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Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."

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