Eleven Proven Ways to Profit from Valentine’s Day

Valentine’s Day is custom-made for jewelers. Long identified as the day dedicated to romance, it’s a natural marketing opportunity for diamond hearts, anniversary rings, engagement sets, and other multifaceted tokens of love. It’s also one of the few occasions that draw men into jewelry stores. Yet many jewelers ignore it. A new JCK national poll of several hundred jewelers finds that 48% do nothing in the way of advertising, sales, or promotions. Those who do promote the occasion, however, have seen their Valentine’s Day revenues (for the holiday and two weeks preceding it) rise 18%, on average, over the previous year’s figures. “It’s a great springboard to get [people] buying again after Christmas, for engagement rings or even gifts for themselves,” says Joe Pankratz, owner of Avenue Coins & Jewelry in Appleton, Wis. In our poll, we asked jewelers to name their
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