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“We began to realize how significant it was to increase our brand awareness. Thus, we decided to create an in-store marketing department and hire two experts. Their charge was to develop an extensive retail marketing, advertising, and public relations campaign. We began by signing former Miami Dolphins quarterback, Dan Marino, and his wife, to be the official spokespeople. We then created a television, billboard, and print campaign. We organized several fundraising events for the non-profit Dan Marino Foundation. We also organized fundraising events for several other children-related charitable organizations.”
— Robin Levinson, Levinson Jewelers, Plantation, Florida, November 2003

“Our biannual wedding events have had major impact on our visibility and are the cornerstones of our bridal experience. Our events have drawn as many as 2,000 people in one weekend. Our ‘Affairs of the Heart’ event sampled all the coordinates of a wedding: dresses, photographers, champagne, desserts, dancing lessons, a honeymoon giveaway, and most importantly, diamonds. We partnered with companies who share the same commitment to quality in order to indulge our customers with a complete bridal experience.”
— Bob Rottenberg and Judd Rottenberg, Long’s Jewelers, Boston, Massachusetts, September 2003

“We’re very conscious of the new young consumer, who has taken over the luxury market, and we take extra steps to nurture this consumer. At least five times a year, we run private events. This group of qualified people is invited to special events that are partnered with charities that create a bond that transcends the typical customer-retailer relationship. Royal donates a significant amount of the proceeds to the charities, thereby helping our customers feel that they are giving back to their community in a special way—while they are enjoying gifts for themselves or their loved ones.”
— Paula and Steven Leed, Royal Jewelers, Andover, Massachusetts, July 2006

UNDERSTAND THE LUXURY CONSUMER
“The luxury client needs very little. She is well traveled, familiar with the top luxury brands, and has an extensive collection of designer apparel. She is very knowledgeable. When she shops, she doesn’t do it out of need but because she wants to look informed and in style. Too expensive is not her concern. Now this person walks into your jewelry store and expects recognition. If you don’t give it to her and properly respond, it’s curtains. She grants you her precious time and feels entitled to yours. Trust me, you better give it!”
— Marie Helene Morrow, Reinhold Jewelers, San Juan, Puerto Rico, November 2001

“The particular assortment needed in the engagement ring category is more complex than it was. And that’s because of two very significant trends. First, the average age of the first-time engagement ring buyer has gone up and second, with the increased divorce rate, we now have the second, third, and even fourth-time engagement ring buyer. The mature woman has a more sophisticated style. We carry approximately 12 different engagement ring lines, including designer brands and our own generic brand.”