The in-store events will highlight Crumm’s favorite pieces
Fine jewelry retailer Bernie Robbins Jewelers is leveraging the power of influencer marketing to help attract younger (and more connected) consumers.
The chain, whose flagship is located in Somers Point, N.J., is partnering with Philadelphia-based style expert and regional social media influencer Ian Michael Crumm for a pair of in-store promotional events.
Crumm, who boasts 304,000 Instagram followers and blogs about everything from watches and food to local events and travel on his own photo-heavy website, will appear at Bernie Robbins’ Marlton, N.J., and Villanova, Pa., stores this month—to present a collection of his favorite men’s and women’s jewelry pieces and watches.
The impeccably groomed influencer (pictured above), who has partnered with brands including Timex, Bloomingdale’s, and Google on social campaigns, was tapped to be a brand representative for Tudor watches on behalf of Bernie Robbins Jewelers in 2016. The collaboration saw Crumm modeling Tudor timepieces in a series of Instagram posts where he name-checked Bernie Robbins (see below). The posts garnered upwards of 2,700 “likes” each.
The men’s jewelry brands Crumm is scheduled to highlight at the in-store events include John Hardy and David Yurman. His women’s picks will include designs from Armenta, Hearts on Fire, Ippolita, Marco Bicego, and Penny Preville, while his favorite watches will come from Baume & Mercier, Chanel, and Tudor.
The retailer plans to specially mark Crumm’s favorite items throughout the store.
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