Outside The Box: Red Dress Pearl Party

David Gardner’s Jewelers (College Station, TX)

Published in the May 2012 issue

When the famous Red Dress Exhibit (to promote awareness of heart disease in women) made its way to the George H. W. Bush Library, Julia Gardner saw the perfect opportunity to introduce her store’s new line of Mikimoto jewelry to the public. Acquiring special permission from the federal government, the Gardners hosted a group of VIPs for a night of fashion, sushi and pearls.

 

INTERVIEW WITH JULIA GARNER, CO-OWNER OF DAVID GARDNER'S JEWELERS

What is the “Red Dress Exhibit”?

It starts with an annual Red Dress fashion show during Fashion Week in New York. Celebrities are chosen as models, and designers make red dresses for them. Those dresses then go to the museum exhibit, which also features red dresses that First Ladies have worn. Our store was already part of the exhibit because we had provided the jewelry that was displayed with the dresses.

How successful was the event?

200 people attended, some of whom had not been to a David Gardner event in a while, and some drove in from Houston who had never been to an event. We used to get really excited when we had 500 people at an event, but we’ve switched our thinking to hosting more exclusive events, with people who are really serious about whatever type of jewelry we’re promoting at the event.

What did your guests experience?

Cocktails were available, and an Asian restaurant provided sushi and an oyster bar. The jewelry was displayed on tables for people to touch and try on. We had staff posted at each table for security, but we weren’t overly concerned because of the list of people we’d invited.

What was it like working with Mikimoto?

Mikimoto brought in an $80,000 strand of golden pearls as well as other incredible pieces. They were very generous about the pieces they brought in — we were overwhelmed by it, as were our customers.