How Jewelers Can Turn Partygoers Into Buyers

No matter how divine the diamonds or how radiant the rubies, “people don’t necessarily come to store events because they are interested in jewelry,” says Dan Schuyler, owner of Lily & Co. in Sanibel, Fla. “They come for what’s going on, for the experience.”Of course, creating experiences that lure customers to in-store events is, for many jewelers, one of the biggest challenges of doing business. But high attendance at trunk shows and other events is advantageous for several reasons. Partygoers, once inside a retail space, can turn into impulse buyers. And throwing a memorable, packed party boosts brand recognition and a store’s community reputation.  Schuyler, who hosts a weekly cocktail reception at his store with live music, promotes his parties through Facebook, but also relies on snail-mailed invites imprinted with a one-night-only discount, which guests

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