How Does Jewelry Marketing and Merchandising Change in the Summer?

Q: How does your marketing and merchandising change in the summer?A: “Springer’s Jewelers has three locations in coastal Maine and New Hampshire. During the summer, the population almost doubles in all of our locations with tourists and people who have summer homes in the area. Most tourists are looking for something with a nautical touch, or a piece of jewelry that includes our state gemstone, ­tourmaline. It’s important to have this merchandise in the cases and displays and to also have price points that tourists are comfortable with. Changes in our marketing focus on advertising our higher-end lines in local lifestyle publications and holding trunk shows that ­target our summer clientele.”  —Lilly Mullen, brand manager, Springer’s Jewelers, Portsmouth, N.H., and Portland, Maine“The way we view marketing and merchandising changes from season to season. We vary the

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