Put Some Funk in the Traditional Jewelry-Store Trunk Show

A dead man with a Louboutin stiletto impaled through his heart lies on the ground. Standing around the room are a bevy of beautiful women, each wearing a dramatic piece of Stephen Webster jewelry. Then, the British designer himself enters with news: There’s been a murder, and he needs help solving it. Welcome to Reinhold Jewelers in San Juan, Puerto Rico, and what’s sure to be a trunk show to remember.Themed appearances have become a part of Webster’s brand identity. (“Stores are doing fewer events,” he says. “They need the ones they do do to really count.”) And such innovative events could be the key to customer retention, say jewelers who are re­defining the traditional trunk show.The Reinhold event offered a clever introduction to Webster’s Murder She Wrote cocktail-ring collection inspired by notorious female assassins. Webster did offer a prize (a signed and framed

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