Psychic Selling

Even with her psychic connection, Morgan Hill Jewelers owner Laura Petersen could not have predicted the success of her first trunk show, which sold $5,400 worth of jewelry in two hours. The occasion was the launch of a new line of jewelry ($19 to $99 retail) featuring ancient symbols and talismans by world-renowned psychic Sylvia Browne. Much of the jewelry is sterling silver set with marcasite and colored stones including topaz, citrine, peridot, amethyst, mother-of-pearl, pearls, and turquoise. Petersen first took on the famous psychic's collection with 15 pieces, four of which sold right away. “Sylvia has many followers here,” says Petersen. “People typically purchased more than one piece of jewelry.” The intimate nature of Morgan Hill, Calif. (population 34,000), allowed the event to “go viral” the old fashioned way—word of mouth. Petersen posted fliers in local
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