Take a Page From Bernie Robbins’ Splashy Summer Mailer

Fine jewelry retail chain Bernie Robbins Jewelers has sent out a summer-themed product mailer to its clients every year for the past 10 years—showcasing a multibrand collection assembled by its team of buyers that answers the seasonal call for whimsical and color-drenched jewels.

But this year, which was marked by pandemic-induced closures and a monumental slowdown in consumer spending in the United States, the retailer has supersized its summer catalog.

Summer is always a blockbuster season for the retailer, which operates five locations in New Jersey and Pennsylvania—especially at its beachside store in Somers Point, N.J.

Harvey Rovinsky, owner and president of Bernie Robbins Jewelers, tells JCK the summer flyer typically results in “an immediate spike in sales” and adds that the pieces featured in the mailer “sell through multiple times.”

Bernie Robbins summer mailer
The back/front sides of Bernie Robbins’ summer flyer

The mailer features a quad-fold format this year and showcases summer-ready pieces from the retailer’s house collection, Bernie Robbins, alongside pieces from major jewelry brands including Roberto Coin, Gurhan, Shy Creation, John Hardy, Mémoire, and Gabriel & Co. (see the entire summer collection from the retailer here).

Bernie Robbins flyer
The cover of Bernie Robbins’ summer mailer

This week, the retailer is mailing 5,000 copies, primarily targeting customers in southern New Jersey. Inside is the promo code “CHIC,” which gifts customers up to $200 off their purchase of $1,000 or more.

All the proprietary creative designs in the mailer, entitled Summer Celebration, are done in-house by the retailer’s marketing team, which Rovinsky says has grown in recent years. The retailer explains that the jewelry picks are curated “with the year’s most fashion-forward looks” and adds, “It is my belief that they have the best fashion sense of anyone I know.”

Top: Penny Preville aquamarine and moonstone drop earrings in 18k yellow gold, part of Bernie Robbins’ summer collection (all photos courtesy of Bernie Robbins)

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JCK Magazine Editor