Brainstorms

This Store Taps into Hometown Nostalgia

It has been the most successful marketing strategy in the store’s 75-year history.

Published

3 weeks ago

November 21, 2023

Julie Fanselow Instore November 2023 Issue

What is jewelry but a way to show what’s important to you? And in Mississippi, that could be your hometown. “In the South, where you are from and your ‘heritage’ is a badge of honor,” says John Ravenstein, owner of Juniker Jewelry in Madison Country, MS. To tap into this local pride, his store created its Heritage Collection, which “symbolizes the history of small-town Americana” with each piece taking the name of a town in the state, he explains. Mississippians from all over flock to Juniker to buy a piece of “their town,” making this the most successful marketing strategy in the store’s 75-year history.

Why This Jeweler Chose Wilkerson

Mark Lauer is the owner of Mark Michael Diamond Designs, the Minnesota-based jewelry gallery known for exceptional and uniquely designed diamond jewelry. Though he loved creating the beautiful jewelry his business was known for, retirement was an exciting alternative to the 60+ hours a week he’d spent building it up. He called Wilkerson to help with a retirement sale. “I did talk to two other companies, but I just didn’t feel they offered the same services that Wilkerson did,” he says. “I knew Wilkerson had the expertise to follow through and give me the service and results that I wanted. They’re the number one rock stars in this industry.”