Last updateThu, 22 Feb 2018 4pm

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Retailer Roundtable - What are your holiday promotional plans?

Q: What are your holiday promotional plans?

“Our holiday promotions began in October with celebrations and promotions surrounding our 50th year in business. We had an oldest receipt Facebook contest in October and in the last week of October and the first week of November we did our 50 random acts of kindness, leaving 25 free gifts of jewelry in each of the cities we serve [Coshocton and Mount Vernon, Ohio]. In November, we’ll have a unique gift-with-purchase program with Woodbury Outfitters. When a customer spends $2,500 or more on jewelry, they’ll receive a $500 gift card for a hunting rifle. For purchases of $5,000 or more a $1,000 gift card will be given. Two Ladies Nights are also scheduled for the first part of November. Last year these events went very well for us with the Coshocton store completing 300 wish lists in three hours and Mount Vernon completing 250 in that time. On those nights, the ladies drink wine and champagne, food is served, gifts and gift cards for $25 are given out, and we burn a CD of the music played during the store event. We’re known for our music in the store. And, we’ll be working with Gems One again this year with their Black Friday promotions.”

RR Michelle Nov

Michelle Turner, CEO
Dean’s Jewelry
Coshocton and
Mount Vernon, OH


“Twenty years ago we had an idea to host an open house holiday event, when we brought out some of our coolest bench jeweler technology and capabilities from the back room and into the showroom. It was a great event for us that helped boost our custom work. But we didn’t do the event after that for fear of revealing too many of our in-house approaches to creating custom jewelry. Over the years we’ve continued to invest in technology and a new store that shows our bench jewelers and designers at work. We even have a bench jeweler cam. With so much revealed about the way we create custom jewelry, and the breaking technology behind it, we decided to bring the open house back this holiday season. We’re one of three jewelers in the Twin Cities creating jewelry with 3-D printers. This will be one of the leading exhibits during the mid-November open house. The bench jeweler will also be out on the floor with his bench showing basic gem settings for customers. We’re thinking of ways to give customers some incentive to attend the event and create custom pieces, perhaps gift cards or discount incentives for custom work. That part of the open house is still under consideration, but we’re definitely bringing this event back.”

RR Jay Nov

Jay Feichtinger, Founder and President
Jay F. Jeweler
Apple Valley, MN


“Holiday promotions start with a diamond buying trip to Tel Aviv. I pre-sell a number of diamonds but also host a mounting event in early November to coincide with the diamond buying trip. Combined, these events have worked very well for us over the years. In a small market of 5,000 people, we have to get real creative, that’s why I started my pre-Black Friday sale three years ago. The store is closed in the morning, and then we keep the store open from noon to midnight on the Friday two weeks before Black Friday. The extended hours help bring in sales for customers with busy schedules. The deep discounts allow customers to purchase more expensive pieces at incredible savings. And, people spend their Black Friday money early and in town. I think it’s important to have customers spend their money with local businesses instead of driving to larger cities and spend their money with Big Box stores that have Black Friday sales. Again, this is another holiday season event that has done well for sales. Of course we host ladies’ night events in early December and gents’ night a week before Christmas. And, we’re thinking we might host a surprise event this year, which is still in the planning phases.”

RR Randy Nov

Randy Pedersen, owner
Diamond Center
Wayne, NE


“We do more functions outside the store throughout the year but it really picks up during the holiday season. We’re very involved in the community and are part of many charity events for different groups. We’ve even done gift giving at local senior centers. In terms of promotions we still send out booklets, flyers and post cards – we’re still old school. These go out in early November and we often see people come in and ask for items or point to jewelry they want in these printed materials. So they still work for us – very well in fact.”

RR Freda Nov

Freda Gibbs, co-owner
Arnold’s Jewelry & Gift Gallery
Shelby, NC

“This year we plan on hosting a holiday-related store event that will feature local jewelry designers while rolling out new diamond jewelry of our own. We like to promote local designers to help them get noticed and it’s a good way to diversify our jewelry during the busiest shopping season of the year. Each designer works with different materials and offers exclusive designs at various price points. One designer works with materials like coral in unique fashion designs and we now have silver jewelry ranging from $99 to $400. We’re also excited to debut our new 18-karat gold Union Diamond Signature line of bridal and fashion jewelry as part of the holiday season’s offerings. Bringing in exceptional pieces is also part of the plan, like tennis bracelets made with alternating yellow gold and platinum. Fancy yellow cushion cut diamonds are set in 18-karat yellow gold links, while white Asscher cut diamonds are set in the platinum links. It’s an incredibly luxurious bracelet. To get the word out, we’re stepping up our social media game with more content and will now be featured in more local print publications, such as Vinings Lifestyle. Of course the holiday season will include a number of charitable donations for local raffles and silent auctions. We’re letting people know that we’re more than online – we’re your local Atlanta jeweler and we’re part of the community.”

RR Andrew Nov

Andrew Gomez, showroom manager
Union Diamond
Atlanta, GA





Eager to grow, INDIAM looks to the ‘best market in the world’

Indiam Gaurang Nishit NovAmbitious and hardworking, the two entrepreneurs at the helm of INDIAM are looking forward to moving their diamond manufacturing initiatives into U.S. territory.

“We needed to move into a bigger market,” says Gaurang Gohel, who has been doing business in Antwerp, Belgium, for three decades. Even though the city is known as the Diamond Capital of the World, INDIAM has outgrown it.

“If you are ambitious, you have to expand,” Gaurang says. “Belgium is very small, and the jewelry market is not big; the sector is slowing down. In order to do something, to grow, I had to look to bigger markets to expand our horizon a little bit.”

Making the most of the booming appraisal business

For the next 20 years or more - according to some experts - appraisal writing and store document updates will be lucrative customer service earners that will also help bring in estate jewelry and increase store foot traffic. Generational shifts, internet access to competitive insurance quotes and gold buys will be the driving factors in this trend.

Baby Boomers are retiring at a rate of 10,000 per day. For the age group of people born between 1946 and 1964, the oldest members are 70 years old and the youngest 52. These are prime ages for retirement and even end-of-life planning. As one age group completes such plans others will begin theirs, including Gen X’ers (1965 to 1976) and, of course, the much talked about Millennials (1977 to 1992).

Ben Adams’ journey to success

Independent jewelers have much to offer their customers and their employees: experience, knowledge and know-how. But wisdom gained through personal challenges may be their greatest gift, and their younger colleagues may benefit most.

Just ask Ben Adams, a 49 year jewelry veteran, what it takes to be successful and the door into extreme highs and lows opens to reveal a man with great business savvy and tremendous tenacity. His is more than just a good story, it’s an opportunity to learn from one of the best.

Roskin to focus on promoting color in new role at ICA

Roskin OctAs the new executive director of the International Colored Gemstone Association (ICA) Gary Roskin’s main goal is promotions – to advance the organization, its members and the colored stone trade.

“If we can help promote more natural colored gemstone sales, then more and more suppliers will see the ICA as being a great organization to be a part of,” says Gary. “So the most pressing issues for ICA as a trade organization is really summed up in one word – promotion, of natural colored gemstones and the ICA.”

Endless Jewelry puts a colorful spin on affordable luxury

Endless Jesper OctEndless Jewelry is a young, strong company with a passion for fun, for energy for growth and – with Jennifer Lopez as ambassador and co-designer – a flair for elegance.

“We want to be known for our new, colorful take on fashion jewelry,” says company founder Jesper Nielsen. “When we say ‘Color your life,’ it’s obviously about our colorful leather bracelets and necklaces with charms in unique designs, but it’s also about being who you are, adding that little extra that shows you dare – no matter the occasion, your outfit or mood.”

Retailer Roundtable

Q: What do you expect to be your hottest items for the upcoming Christmas season?

“This Christmas Alex & Ani will do well for us. The price points from $28 to $58 sell well and people love the positive energy of the line. For this designer ‘Positive Energy’ isn’t just a tagline. Customers really realize the genuineness of the message and in the jewelry. It’s made in America, it’s a new idea for personalized and customized jewelry, and there’s a piece of jewelry for just anyone. It’s all about the bangles as bracelets sell better over rings and earrings. We picked up sterling silver jewelry designer Frederic Duclos at the SMART Jewelry Show in April. We bought in to a lot of circle designs and have a lot of two-tone, rose gold and sterling silver jewelry, as well as all-white silver jewelry. This designer will do well in the $99 to $199 price point range. We’re hoping to do more with color this holiday season. There are some new pieces in the store from designer Allison-Kaufman. Blue topaz continues to be popular for us and people like rose gold with color. Price points for color range from $500 to $1,000. Diamond studs are a no-brainer. We can sell studs from $500 to $800 all day for Christmas. And, we’re excited for another holiday season!”