Santa Campaign Helps Brand Houston Jewelry

Coming from a fourth-generation family business, Rex Solomon, executive vice president of Houston Jewelry & Fine Gifts, has many mentors. But when it comes to promoting his store, Solomon's hero is Mattress Mack, the furniture outlet owner and philanthropist who has become a Houston television-advertising legend for his loud, obnoxious, but always funny commercials. “We even have a Berkshire Hathaway store in Houston, and Mattress Mack outsells Warren Buffet in this town,” says Solomon. “Mack does it by constantly promoting his business, and that's what I'm doing by making sure people see or hear at least one of my ads each day.” As most jewelers reduced inventory and made deep cuts in advertising, Solomon increased his promotional budget by more than 30 percent compared with 2008 while upping his store's distribution of inventory at key price poin
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