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Brainstorms

Why Bank Closings Could Be Good News for Your Store

Think of it as a real-estate opportunity.

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AMERICAN BANKS have closed 9,000 branches in the last decade as digital banking and other trends have resulted in fewer people visiting their physical outlets. While that’s bad news in some communities where consumers now have to travel great distances to find a branch, it’s good news for jewelers, especially those looking for a new location. Few other abandoned commercial buildings are such a good fit for jewelers, given bank branches’ often central locations on Main Street, security-driven designs, features such as walk-in vaults and often cool, retro designs. Pondered a move lately? Keep an eye on your local bank.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at editor@instoremag.com.

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Brainstorms

Forget Santa — Here’s the Character You Want at Your Store’s Photo Op

His heart is two sizes too small.

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He’s misanthropic, mean-tempered, has a heart that is “two sizes too small” and is avocado green to boot. But kids can’t get enough of the Grinch. That’s what pet store The Green Spot discovered when they invited clients to bring their kids (and pets) in to take pictures with the Dr. Seuss character on Small Business Saturday. “It wasn’t until we started doing the event that we realized how much people loved the Grinch,” says Green Spot co-owner Jessica Ellis. The Grinch’s presence and special offers produced sales about 25 percent higher than the typical Saturday, Ellis reports, while The Green Spot also received a boost of attention from local TV news coverage. Getting dressed up for a Christmas event? Go green.

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Brainstorms

Here’s How to Take Your Holiday Cards to The Next Level

Technology makes it affordable.

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Mailing a holiday season card to customers is standard practice at many businesses. To ensure their cards stood out, Optical Arts, an independent eyewear retailer in Toledo, OH, sent customized cards with a photo of the client wearing their new glasses on the front. Modern design software makes it easy, and in terms of attracting attention, a shot of a regular customer styling her best purchase of the year beats another shot of Santa.

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Brainstorms

Here’s an Event Idea That Could Go Viral on Social Media

Let your clients take selfies with your most spectacular jewelry.

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SEVEN YEARS AGO, the Diamond Boutique (Del Mar, CA) attracted thousands of people over a weekend to try on a $1 million dollar diamond necklace (no pressure to buy). The stunt worked well back in 2012, garnering dollops of media attention. In the selfie era of 2019, a similar event could work even better. Break out your most spectacular diamond piece and invite groups of customers to come in with their selfie sticks and capture themselves in the shine of your best diamond’s glory and post to their social media pages. Who knows, maybe a buyer will be among the hordes.

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