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World Smile Day, A Halloween Promotion and More Important Dates for October

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A century ago, a lifeguard at Coney Island kicked sand in the face of 97-pound weakling Angelo Siciliano and walked off with his girlfriend. In so doing, he inspired one of the greatest marketing campaigns of the 20th century. On the 125th ANNIVERSARY OF CHARLES ATLAS’ BIRTHDAY, stick with a clear marketing message (think seven decades of that same comic-strip ad) that promises a benefit instead of a feature, and the world will be your beach ball. 

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On WORLD SMILE DAY, make a bold promise — guarantee your jewelry will bring a smile to the recipient’s face or their money back. You won’t lose.

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During AMERICAN CRAFT WEEK, join in this celebration of handmade American products (especially jewelry) and the craftspeople who make them.

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Siegel’s Jewelry in Paso Robles, CA, typically hands out more than 3,000 pieces of candy during its annual HALLOWEEN event, with some of the gift bags containing special prizes. You should, too.

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