Soft Marketing

Marketing events and activities that focus on education or enjoyment in a relaxed atmosphere not only lead to sales but also build lasting relationships with customers. The four retailers discussed below have created soft marketing programs that break down barriers between jewelers and customers, raise community awareness of their businesses, and build long-term relationships. Variations of these ideas may work for you. THE PEARL SOCIETY In 1990, the husband of a long-standing customer went to the Eve J. Alfillé Gallery & Studio in Evanston, Ill., looking for a gift for his wife. Owner Eve Alfillé knew the woman wanted a strand of Biwa pearls, so she showed him one and carefully explained its value. “I don't know anything about pearls,” he replied and put it down. Despite Alfillé's best efforts, the husband insisted on buying a 3.00 ct. diamond for his wife, which she didn't
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