Trunk Show Savvy

Trunk shows can punch up sales and increase store traffic, yet more than half of jewelers recently surveyed by JCK say they don't host such events. Of the 45% of jewelers who do have at least one show per year, 86% say the shows were effective in spiking sales on featured lines, both during the event and beyond. They offered the following tips on how to make a trunk show a success. View the event as a party. "It's not just a showing," says Michael Genovese of Michael Genovese Jewelers in St. Louis. Most jewelers agree, noting that trunk shows are like parties. For Joyce Mitman-Welken, owner of Bixler's Jewelers in Easton, Pa., trunk shows "are fun events—ladies' days," she says, with her showings of Vera Bradley quilted bags in mind. Select the date of the event wisely. The fourth quarter of every year is perhaps the busiest time for hosting trunk shows, a
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