Where there’s golf, there’s affluence. That’s a big reason why Lane Schiffman, VP of Greensboro, N.C., retailer Schiffman’s Jewelers, says he’s thrilled his company is the official jeweler this year of the Wyndham Championship, scheduled to be played there Aug. 12–18.
The mix of pro golfers, golf wives, and well-heeled spectators set to attend the 74th annual golf tournament—PGA Tour’s second-oldest event—would be a potential goldmine for any fine jewelry retailer.
And Schiffman’s, the parent company of 11 jewelry stores around the U.S., has plans to seize the unique opportunity. The retailer will be partnering with Roberto Coin on a dazzling display of pieces from the Italian brand erected inside the luxurious clubhouse. “The venue we’re set to be in is a pretty grand facility,” notes Schiffman.
Roberto Coin has a history in the sport: The brand does regular trunk shows at the PGA’s Greenbrier Classic tournament in West Virginia. “They’ve been able to do some good business there, and they were willing to step up and support our efforts,” says Schiffman. Defining the two brands’ roles, he says: “We are the official jewelers, and we are giving Robert Coin an exclusive presentation throughout the tournament.”
Dragon diamond and enamel limited-edition bracelet by Roberto Coin. Photo courtesy of Roberto Coin
The hometown retailer, which was founded in 1893 and counts several equally mature jewelry retail firms in its portfolio, is a longtime supporter of the Greensboro golf event, formerly known as the Greater Greensboro Open.
“We’ve always done things with the event, but we’ve stepped it up in a more major way this year,” says Schiffman, “mostly because of our belief that the tournament is gaining such great traction and strength in the market area. It’s becoming one of the most premier events in the [region]. We felt it was an opportunity to promote our brand to the right market. Golfers and people who are interested in golf are a pretty affluent audience. It’s a good fit for us.”
Nick Watney and Charles Howell III will play at this year’s Wyndham Championship. Photo courtesy of the Wyndham Championship
Though the logistics of selling at the tournament have yet to be finalized, Schiffman expects the exclusive showcase to reel in some heavy hitters.
“We’ll be in a position to do some business, and we’ll be channeling clients to the store as well,” he says. “We’re also willing to shuttle them to the store; we’ll be trying our best to leverage this agreement.”