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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.
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
