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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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Wilkerson Helped This Jeweler to Navigate His Retirement Sale Despite a Pandemic

Hosting a going-out-of-business sale when the coronavirus pandemic hit wasn’t a part of Bob Smith’s game plan for his retirement. Smith, the owner of E.M. Smith Jewelers in Chillicothe, Ohio, says the governor closed the state mid-way through. But Smith chose Wilkerson, and Wilkerson handled it like a champ, says Smith. And when it was time for the state to reopen, the sale continued like nothing had ever happened. “I’d recommend Wilkerson,” he says. “They do business the way we do business.”

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