Innovative Retailer: Scott Slobotkin of David Jay Jewelers



A Pennsylvania store owner raises the bar for PR-seeking jewelers everywhereTo call David Jay Jewelers president Scott Slobotkin “media savvy” is certainly a compliment, but it’s also a bit of an understatement. Take, for example, the recent gift-card exchange he hosted at his Warrington, Pa., store: During the holiday season, Slobotkin took a page from sites like PlasticJungle.com and ­LeverageCard.com, offering customers the chance to swap gift cards from any retail outlet—in any denomination—to use toward a jewelry purchase at least three times the value of each exchanged card. Naturally, the promotion garnered huge amounts of local media coverage, which ­Slobotkin and his public relations firm then parlayed into SEO-rich content for his blog, David Jay Jewelers’ website and Facebook page, and even YouTube. Spreading the word about his store isn’t just ­Slobotkin’s
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