Events are great way to get customers into your store and build relationships, but how can you make your events stand out? The America’s Best Jewelers workshop “Running Successful In-Store Events,” held during Jewelry Market Week in Las Vegas, provided ideas for unique in-store events. The overriding message from jewelers was to tailor events based on brands, a store’s location and their own interests.
Use these custom-made events from the seminar as inspiration for your next customer-centric event:
- Make It a Theme: An Earth Day event at Reinhold Jewelers in San Juan, Puerto Rico, highlighted jewelry from designer John Hardy, whose pieces come from Bali, Indonesia. Marie-Helene Morrow said 400 clients were invited. Guests enjoyed Indonesian foods in the store, which was decorated in bamboo. John Hardy also sent one lucky customer on a trip for two to Bali.
- Focus on a Product: A retailer from Madison, Wisconsin, who loves opals, holds an event each year in which customers can look at the gemstones, learn about them, and enjoy Australian food and wine.
- Be Eventful: An Aspen, Colorado-based jeweler holds a snowcap ride and gourmet lunch in collaboration with Panerai, for a small selection of the store’s best customers.
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