Hometown Stories

There are all sorts of high-profile local and regional events that can provide excellent marketing possibilities for jewelers-as many already realize. A recent JCK national poll found that one in five jewelers is involved in some kind of local or regional award event. These range from local beauty contests to pro football awards to civic fundraisers, but all generate community awareness, foot traffic, and sales for the jewelers. According to jewelers interviewed by JCK, such community involvement is even better than advertising in terms of the goodwill it generates. The value of beauty. One "hometown" event to which many jewelers contribute is the local or regional beauty pageant. For some, this means donating the tiaras that are awarded to winners and runners-up. For example, Garrick Jewelers in Hanover, Pa., donates a Swarovski crystal tiara to the annual Miss Hanover pageant, and St
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