Q: What was your most successful Mother’s Day promotion?
“Last year we had a gift-with-purchase event for Mother’s Day. With diamond as April’s birthstone, and then Mother’s Day in May, along with spring weddings, we always try to make diamond jewelry part of our Mother’s Day events which typically run from late April through mid-May. We offered a tiered gift-with-purchase program. Starting at $250 on up, customers could receive a coupon for a one hour massage at a local spa. Purchases of $1,000 and up would include added spa perks such as manicures, pedicures, facials, and half-days at the spa. Customers could also redeem the spa coupon for additional money off the jewelry, which some people chose to do, but most chose to give the busy mothers in their lives a little pampering and mom time. In addition, we have a local chocolatier with staff trained in Belgium that produces incredible chocolates. We sell these delicious chocolates year round, but offer a special selection and pricing for Mother’s Day. These efforts have helped us form good cross-promotional partners. In years past, we’ve also done gemstone giveaways. We selected 100 gemstones and placed them in decorative bags along with a gift card for our store. Many customers either used the gift card for other jewelry or set the gemstone in jewelry as a remount or a custom piece, which was very successful for us. We’ve also done pay the sales tax events around Mother’s Day. Each year, we like to mix it up and do a fun and different promotion, but all of our Mother’s Day events have a pay-it-forward quality to them to show our appreciation for the amazing moms in our lives.”