Casale Jewelers’ Off-the-Wall Marketing Strategy

Corey Schifter  Casale Jewelers Staten Island, N.Y. Twitter/Instagram: @casalejewelers When Cory Schifter bought the Staten Island, N.Y., store Casale Jewelers from his father in 2009, he was determined to create marketing strategies that excited local jewelry lovers. But the road to marketing greatness was rocky—in his first year of ownership, he hosted a free battery giveaway that resulted in “a big line of older gentlemen with Ziploc freezer bags full of dead watches” outside the store (the newspaper ad neglected to specify “one per customer”). “It was a total disaster,” laughs the 40-year-old retailer. He’s honed his promotional chops considerably since then, and now cohosts one of Staten Island’s most anticipated bridal events: Casale Jewelers’ annual Race for the Ring. The multiday event, which awards one cou

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