When a new radio station with a cute name—105.7 Crush FM—moved into Albany, N.Y., Frank Adams Jewelers decided it was a sign. So the jeweler teamed up with Crush FM and bridal vendor Martin Flyer for “Marry Your Crush.”
“We were a little gun shy—this was our first real promotion that wasn’t a trunk show,” says Billie Jo Newman, director of marketing and communications. The 90-year-old store wanted to test the promotion waters—but on a budget. The station, which calls itself “That ’90s Channel,” seemed like a perfect partner, since its playlist appeals to the 25- to 34-year-olds Frank Adams was aiming to attract.
Couples submitted love stories on Crush FM’s website or Frank Adams’ Facebook page starting in July 2011. To build momentum, DJs read the stories on air. Within a month, there were about 100, which store and station judges narrowed to five. Finalists competed in an on-air pre-newlywed game (sample question: “What is your ideal vacation?”), and accrued points via online voting.
Ring in 18k white gold with a 1.13 ct. cushion-cut center stone and 0.15 ct. t.w. melee; $10,000; Martin Flyer, New York City; 212-840-8899; martinflyer.com
The winners, Teresa Barber and Tyler Mason of Malta, N.Y., received a $10,000 Martin Flyer engagement ring. Frank Adams CEO Kimberly Adams Russell and Martin Flyer CEO Josh Kaufman presented the prize in late August at Saratoga Gaming and Raceway in front of some 400 listeners and fans. The four runners-up received gift certificates to local restaurants, personalized Heather Moore silver pendants, custom invitations, and $500 store credits.
Since the promo, Frank Adams’ bridal traffic has “increased exponentially,” says Newman, as has shoppers’ focus on loose stones and mountings. The jeweler recently took on Forevermark as a partner and renewed its interest in brands such as Jeff Cooper and Mark Patterson. “We were recognized as a store for watches and jewelry like Rolex and Ippolita, but we wanted to get our name out for buying diamonds,” says Newman. “What’s most important is a continued focus on bridal.”
“Katherine James and Wellendorf are our top two selling lines because they are so high-quality. Center stone shapes that are selling are cushions and Starburst cuts from Louis Glick; if someone is thinking about a princess cut and then sees a Starburst, they go for the Starburst.”
—Melissa Oster, co-owner, Oster Jewelers, Denver