I spoke with Adrienne Fay, director of marketing and advertising for Borsheims Fine Jewelry and Gifts in Omaha, NE, this week, about the new Borsheims Boutique, which opened Nov. 15 at the newly revamped Nebraska Crossing Outlets, a $112 million, 350,000 square foot, open-air shopping center.
FILL IN THE BLANK:
The biggest difference between last year's holiday season and this year's is ________.
Welcome to "Fill in the Blank", a weekly helping of nutritious thought for growing jewelry store-owners.
The folks at Pugh’s Diamond Jewelers in Zanesville, OH, got in touch this week to let us know about their latest holiday ad campaign. After their 2012 campaign that borrowed from Dr. Suess’ How the Grinch Stole Christmas and invited customers to “Pughville” for the holiday kick-off, we were wondering how they might top it.
You’ve got a tough four weeks ahead. But every time you’re tempted to take your foot off the gas, to coast a little while telling yourself, “Hey, you know, we do alright — we’ve got good products, and good service, and you know that should be enough” — every time you’re tempted to do that, remember one thing.
In contrast to the disappointing start to the holidays reported by most retailers, independent jewelers appear to have enjoyed a surprisingly solid opening weekend, according to our first 2013 Holiday Season Brain Squad survey.