Headlines

This Jeweler’s Successful Wedding Promotion Could Be Copied By Most Retailers

Published

8 years ago

January 7, 2016

INSTORE Staff

It would take some work, but it could pay off.

Here’s an idea that jewelry retailers should consider adding to their promotional playbook. Ben Bridge Jewelers, a Warren Buffet-backed retail chain, is contemplating whether to hold its fifth consecutive $100,000 Wedding of the Century contest after it proved more successful than anticipated, as Southern Jewelry News explains.

“Our bridal business has doubled in the last five years,” Marc Bridge, the company’s VP of marketing, told SJN. He added that he believes a similar yet scaled-down promotion could be done by any jeweler of any size in most markets. He advises: “Store owners that sponsor wedding related contests need to commit a lot of resources to manage it carefully, to make it easy and fun, but also beneficial to them as business owners.”

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.”