Smart Marketing Move

Recently JCK reported that Sissy Jones, CEO of Sissy's Log Cabin in Pine Bluff, Ark., mails postcards to customers whenever she's on a buying trip at The JCK Show ~ Las Vegas, inviting them to view new lines in the store when she returns. (See Business Report, JCK, October 2004, p. 62.) Jones isn't the only jeweler to do so: Michael George, M.S.G. Jewelers, St. Louis, does, too. However, rather than opening the store for a public event, George invites customers to by-appointment-only unveilings of new collections and estate pieces.

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