Christmas Countdown: More Timely Jewelry Store Promotions



As Christmas approaches, jewelry store owners are kicking events and celebrations into high gear. The events run the gamut, from parties benefitting non-profits to gingerbread house building contests.

James & Williams Jewelers, located in Berwyn, Ill., has its own Christmas Countdown going on with special savings on select items. Throughout December, the retailer is offering daily specials on seasonal favorites such as diamond stud earrings, and price-point-friendly designer lines such as Nancy B.


Photo courtesy of James & Williams Jewelers

Jewelry store owners enjoy decorating for the holiday season, but some take it to new heights. According to Lewis Jewelers store manager Jonathan Farnsworth, it took four men nine hours to put up all the LED Christmas lights on the exterior of the store, which is based in Ann Arbor, Mich. This is the first Christmas season the store has done such an elaborate job of decorating. The store’s display was “so dazzling,” it got a mention in The Ann Arbor Chronicle.  


Photo courtesy of Lewis Jewelers

Yelton Fine Jewelers in West Chester Township, Ohio, is selling Christmas tree bulbs decorated by Lakota East and West high school art students for $5 each. Proceeds from the bulb sales will go to benefit the Jeffrey Thomas Hayden Foundation, a non-profit organization dedicated to raising awareness about pediatric brain tumors, and to support families confronting these medical issues. Yelton Fine Jewelers hopes to raise $1,000 for the Foundation. Bulb sales began on Dec. 1.

Albert’s Diamond Jewelers in Schererville, Ind., was one of many jewelry retail stores doing cause marketing events this holiday season. At this time of year most jewelry store owners hold such events to benefit local charities, but the retailer held a Somalia Relief Night event on Nov. 30. The store owners asked a speaker to talk with invited guests about her recent travels to the African nation, and relate her firsthand experience on why Somalians are in need of support. The speaking portion of the event was followed by music from the Seneke West African Percussion Ensemble.

Washington D.C.-based I. Gorman Jewelers has a unique social media-based sales approach this holiday season. On Facebook, the retailer will make periodic “flash sale” announcements. How does it work? A single item (that’s right, just one piece of jewelry) is marked down. The “impromptu, unannounced, occasional sale” is then posted on Facebook. Those closely following the D.C. jeweler will catch wind of a sale item, such as a pair of sterling silver earrings from Swiss designer Kelim. The first caller to phone in the order gets the item (the earrings, for example, sold for a mere $50, after a 60 percent markdown). 


Photo courtesy of I. Gorman Jewelers

Gasser Jewelers in Canton, Ohio, is holding its annual gingerbread house building competition. Culinary students from area high schools submitted their entries for voting. Pictured here, Sara Hager of Canton South High School drew on Tim Burton’s “The Nightmare Before Christmas” movie for inspiration. The gingerbread houses are on display from Nov. 26-Dec. 23. People are asked to stop by to vote on their favorite gingerbread house to give some lucky winners from the three participating high schools a $500 scholarship.


Photo courtesy of Gasser Jewelers

Tuxedos during the holiday season are associated with black tie events. But for the folks at James Free Jewelers, tuxedos are about their Penguin Proposal giveaway. The Dayton, Ohio-based jeweler has partnered with the Newport Aquarium to give away a free penguin proposal to a lucky couple looking to pop the question with two African penguins as witnesses (two human witnesses can also be part of the big marriage proposal). A Swarovski crystal penguin is also part of the package deal as it conceals the ring.


Photo courtesy of James Free Jewelers

Cunningham Fine Jewelry in Tulsa, Okla., customers can get double their gift card money for a limited time. Store owners Vicki and Howard Cunningham are giving this offer to customers from Dec. 5-11. Facebook fans of Vicki’s can print the coupon online for the special, limited-time only deal.


Photo courtesy of Cunningham Fine Jewelry

Shreve & Co. is known in the San Francisco Bay area for its creative and well-executed Christmas displays. The store’s 2011 Christmas seasonal display is no exception. The Union Square jeweler unveiled this year’s “Once Upon A Time” themed display on Black Friday, and followed up with a celebratory open house event. Designer Jim Cardosa was the designer of the display; he worked specifically with North Bay artist Kat Soto, who created the handcrafted dolls for the display. All of Soto’s art dolls are available for purchase, with a portion of the proceeds from sales going to benefit Hospice By The Bay. Twelve separate displays make up the entire Christmas display. Each fairy tale panel has a front and back to it, with one side displaying the doll, and the other a matching seasonal display of jewelry. A turntable platform rotates to show both sides of the doll/jewelry display for each of the 12 panels. Pictured here is Little Red Riding Hood on one side, and a necklace on a neck form on the other, complete with Christmas decoration.

  
Photos courtesy of Shreve & Company