Blending romance and family drama, Bridgerton is familiar to many as a popular book series and viral Netflix show. It has also inspired a revival of Regency-era vintage jewelry as well as one of the most well-received events that the jewelry store chain has ever hosted.
The Robbins Brothers Bridgerton brunch, which took place at its Houston-area store last month, featured a live string quartet, photo ops on a queenly throne, bouquet-making, and a Bridgerton-themed costume contest, earning the winner a $7,000 platinum vintage diamond ring.
Bridgerton is a series of novels written by Julia Quinn, and it gained widespread popularity when Netflix and producer Shonda Rhimes introduced it in 2020. Since then, the fictional show starring Queen Charlotte, Lady Whistledown, and the Bridgerton family has gotten rave reviews—and even Emmy nominations.
The idea behind the May 1 brunch was to highlight the Netflix show’s second season, which dropped March 25 and got more than 625 million hours of streaming in its first 28 days of release, Netflix said. In fact, the response from customers was so high that the store had to stop accepting RSVPs after just four days.
“Everyone who participated in the event planning were already big Bridgerton fans and had watched (or rather, binged) the second season once it was released,” says Kris Land, vice president of marketing at Robbins Brothers. “So, prepping wasn’t too difficult. We started with some very simple ideas, referenced Pinterest boards and photos, and began planning from there.”
Guests and store employees wore period dresses, suit coats, hats, and gloves befitting the Bridgerton family, says store general manager Alex Garcia. The store in Webster, Texas, just outside of Houston created the event as a midday get-together that let everyone try on jewelry, learn about vintage pieces, and explore modern engagement rings all while learning about the Robbins Brothers brand.
“We hold events like this to introduce the brand to new guests and share new styles and designs with existing ones. It’s a great way to create brand awareness, offering guests the opportunity to try on and play with the jewelry,” Land says. “Like trying on clothes, you don’t really know what you like and want until you see it on. Events like these are also an opportunity for our staff to build long-lasting relationships with our guests.”
The store gave away prizes during the event as well, saving the platinum diamond engagement ring giveaway for the “best dressed” or “diamond of the season,” which was voted on by store employees and the public. Cornelia Berrocal of Houston won for her richly red outfit, likely inspired by fan favorite Lady Danbury.
The store also recently went through a $300,000 renovation, so hosting the event before the improvements were made was ideal, Land says. Plus, now there’s a reason to have everyone back again and to share how well the event went with the wider jewelry community. Headquartered in Azusa, Calif., Robbins Brothers operates 15 retail jewelry stores in California, Texas, Washington, Arizona, and online, primarily in the bridal segment.
“Guests showed up in their best costumes, some even with their best accents, in full character. We can’t wait to bring it to other markets in the future,” Land says.
Top: Bridgerton superfan and Robbins Brothers general manager Alex Garcia got dressed up to welcome guests to a Bridgerton special event at his store, introducing new clients to the brand and treating longtime customers to a special brunch (photos courtesy of Robbins Brothers).@jckmagazine
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