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www.thejewelrybook.com
Holiday Marketing
Know-How
A trio of retailers attract seasonal shoppers with
clever promotional ideas.
BY JENNIFER HEEBNER
Holiday celebrations are a perennial occurrence, but so are a jeweler's
struggles to drive traffi c into stores. Thankfully, peers nationwide
have completed much of the legwork, developing ingenious methods
to draw crowds to where showcases of holiday merchandise stand.
Bring more shoppers into your store this fourth quarter by emulat-
ing these three inspiring holiday marketing efforts.
BAKE
SALE
Cake is a delight, but cake with the chance to win gemstones is even
better. For 20 years, Zadok Jewelers in Houston has christened the
holiday season with a sheet cake of 100 petit-four-size slices with
icing roses concealing up to 15 gemstones. Slices sell for $15 apiece
or two for $25, and proceeds benefi t a new charity each year.
Gemstones range from 1 carat aquamarines to 3 carat amethysts,
are wrapped in plastic for patron safety, and inspire custom pieces
to be made in store. The cake cutting takes place on the fi rst
Thursday of December from 6 p.m. to 9 p.m. and includes brand
participation followed by a weekend trunk show. (A portion of the
evening's proceeds benefi ts the charity.)
"We don't have a Black Friday event, so this signifi es the start of our
holiday season," says Gilad Zadok, co-owner.
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Zadok Jewelers in Houston has christened the holiday season with a sheet cake of 100
petit-four-size slices with icing roses concealing up to 15 gemstones.
