Columnists

Creative Connecting: Fun Ideas for Holiday 2022 In-Store Events

ColumnistsSep 27, 2022

Creative Connecting: Fun Ideas for Holiday 2022 In-Store Events

From a “whodunnit” murder mystery to a permanent jewelry party, Duvall O’Steen and Jen Cullen Williams share a wealth of suggestions.

2021_JCW-Duvall-Header.jpg
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
As the holiday season approaches, many people are excited to be out and about again this year. Some, however, are still reluctant to spend time indoors with strangers.

So, how can retailers drive traffic and in-store fun this year, while also balancing everyone’s needs and preferences?

The key is creativity and diligence—plan for great customer experiences and offer inclusive options to keep everyone having fun in your store, with your staff, and most importantly, with your holiday jewelry or gift items.

For this latest column, we spoke with jewelry experts to explore some fun, themed events and the best ways to execute them.

We also discuss how to add options to make it more accessible for anyone who cannot or does not want to attend in person.

Themed Events
Ellen Fruchtman, president of Fruchtman Marketing, has been developing creative events for her retail clients for decades.

She suggests themed holiday parties that ensure a good time for all and create a special draw to get people into the store.

“We’ve done many types of theme parties, from decade-themed parties (‘50s, ‘60s, ‘70s) to glam parties where customers are encouraged to play dress-up. The staff is also dressed up. The food all matches the theme, along with signature drinks and fun signage. The point is to carry the theme throughout the entire store.”

For a “whodunnit” mystery-solving event, the company hired a local theater troupe to mingle with the crowd and start up conversations.

“Of course, the invitation alerted the customers to what this would be, so there were no surprises,” Fruchtman said. “When the customer walked in, they were given a card with several stories about the alleged ‘criminals,’ including ‘the crime’ they may have committed and the submission time for their enter-to-win.” 

Having the timing on the cards encouraged customers to stay in the store longer. The customers filled out their cards with their best guesses about whodunnit.

All the correct answers were put into a separate bowl at a specific time. The jeweler then quieted the crowd, said a few words thanking them for coming, and drew the card for the winner.

“They won something fairly significant, which was noted on the invite and the handout, again a good reason to stay. People loved it!”

For another client, Fruchtman Marketing had a treasure box filled with 15 to 20 gifts, all wrapped.

“The gifts can be from the retailer or other outside vendors, or a combination of both, with one grand prize,” she advised.

The store sent an invitation holding a key, telling each customer to bring the key to the store to see if they had won any of the gifts.

“Pardon the pun, but the key to this was to have many gifts wrapped so that customers felt they had a decent chance to win. By the way, this has been done with both upscale retailers and some who were more middle-tier. And every customer loved it.”  

Every key mailed to the customers was actually a dummy key because the store had no idea who or how many were going to RSVP. 

As customers walked in, they could immediately try their key in the treasure chest. When it did not open, there was a second-chance bowl that held approximately the right number of keys based on the RSVPs, plus a few more. 

“The winning keys were mixed into the second-chance bowl,” Fruchtman explained. “When the treasure chest was opened, there was always a big response from the customers. And we would ring a bell, so everyone knew each time a prize was awarded.”
 
Other fun Fruchtman events include ladies’ night with experience stations in the store like mani/pedis, makeovers, and massage, or gentlemen’s night with bourbon tasting, mixology classes, blackjack with the store owner, and sports trivia. 

Choose events your clientele will likely respond to and offer prizes that entice them to come, like gift cards, discounts, or experiences or products from other local luxury service suppliers. 

“We always ask our retailers to pull an invitation list going back no more than four years with single and cumulative purchases of a specific dollar amount, based on the level of retailer. The invitation is often enough for a good customer to want to attend. Truthfully, if you do a nice enough party, they look forward to it,” Fruchtman said. 

“In addition to the printed invitation, we recommend emailing a save-the-date notice quite early. Another email should be sent just after they have received the printed invitation, and a third the day before as the final reminder.”

For those retailers who find many of their invitees are still hesitant about being at a crowded indoor event, get creative with hybrid events. 

Perhaps online partygoers in a virtual event can still guess whodunnit or play along with sports trivia. 

For more experiential events, like mani/pedis or massage, offer timed appointments earlier in the day for anyone hoping to avoid a crowded store. 

Two gifts in the treasure hunt night could be saved for later, with chances offered by appointment only to key holders who received the invite but could not attend.

Virtual attendance options could also prove effective should the pandemic take another unexpected turn. 

Consider bringing social media into the fun as well. 

For example, every time a customer likes or shares one of your posts, they can gain an extra chance to win in a grand-prize drawing. 

Or if customers post a photo of themselves in their favorite jewelry purchased at your store and tag you, they can earn discounts, prizes, or chances to win. 

 Related stories will be right here … 

Piercing and ‘Zapping’ Parties
Katherine Whitacre, U.S. sales director for Chic Pistachio’s Aurelie Gi brand, said their retailers are having great success recently with permanent jewelry, offering it as a personalized jewelry experience rather than just another product sale. 

“The so-called ‘zapping parties’ are everywhere now! So, if you’re not in on the trend, you are losing customers to other retailers,” said Whitacre. 

And they are not just for holidays either. Permanent bracelets offer opportunities for year-round sales as mother-daughter duos, couples, best friends, and bridal parties can plan a time to come into the store to get “zapped” together.  

For gifting the bracelet, Whitacre suggests creating a special note or card for inclusion in the gift box, inviting the recipient to a future zapping appointment. 

Also, consider offering to host a zapping experience for your bridal customers or your best jewelry customers, inviting them to bring their loved ones in with them. Snacks and services, like manicures, could be part of the experience.

Piercing events have also become popular as the trend for curating the perfect ear continues to thrive. 

“Piercing parties are so much fun and so much in demand,” Whitacre said. 

She recommended partnering with a professional piercer and doing some thoughtful planning to make this type of event safe and successful. 

“The first step is to make sure you are following your state’s health department’s requirements, including acquiring a temporary license. Next, find a professional piercer to perform safe needle piercing (no guns!). Be sure to check out Google reviews to find a reputable piercer with good hygiene.”

Some stores are combining the trends to offer “Piercing & Zapping” parties.  

Every client can potentially go home with a new piece of jewelry, either a permanent bracelet or new earrings. 

For best results, make these events multi-generational; invite moms, daughters, and grandmothers, and encourage everyone you invite to bring their loved ones. 

It can be a powerful and memorable moment when people get “zapped” together. Be sure to have a staff member snap some pics for Instagram but ask permission before posting. 
Depending on the type of event, retailers may want to consider advertising or promoting the event publicly. But there is also a certain prestige and flattery involved in exclusive events, reserved for your best customers only. 

Decide on the goals in advance—are you looking to attract new customers or get your best customers into the store for purchasing? Both are viable but require different marketing tactics. 

Creating a memorable experience in the store (and/or online for the hybrid events) is key. Shared experiences build customer loyalty and satisfaction and can strengthen your store’s reputation in the local market. 

If it is something you would enjoy, chances are good your customers will enjoy it too. 

Be sure to add the all-important personal touch: get on the phones if RSVPs are not coming in, and make sure the owner of the store is present at the event and even participates in the games or the zapping. If you have fun, they have fun. 

And if your local city laws allow it, serve some bubbly or have a full bar. A festive drink will often help overcome purchase resistance.

Here’s wishing you all a creative, fun, and successful fourth quarter selling season! 

But … don’t stop there. These types of events can be achieved throughout the calendar year, helping boost sales in an otherwise quiet month. 

Let us know what your best in-store event was, and send us your comments about the ideas we’ve shared here. Good luck!

Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.
Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.

The Latest

Sylvie Jewelry Auranova Collection Campaign Imagery
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection

“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.

Pomellato Nudo toi et moi ring
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%

Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.

Deborah Meyers Experience The Birds Earrings
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ Earrings

Designer Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.

ejap cohort 1872x1052.png
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs

Six new retail businesses were selected for the 2025 program, which began in January.

Melee diamonds from De Beers
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid Uncertainty

The company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.

Weekly QuizApr 24, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
LIM-401 2024 National Jeweler Supplier Bulletin- iD100 Web and Eblast FINAL (1).jpg
Supplier BulletinApr 24, 2025
Protect Your Customers and Your Business

Sponsored by the Gemological Institute of America

Wolf CEO Simon Wolf
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. Expansion

Simon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.

gia1d100 btyb.jpg
Brought to you by
Protect Your Customers and Your Business

The risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.

Iowa jeweler Herman Ginsberg
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99

A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.

Charles & Colvard moissanite ring
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to Noncompliance

The company failed to file its quarterly reports in a timely manner.

Young Diamantaires
SourcingApr 24, 2025
Young Diamantaires Transition to Nonprofit

The organization also announced its board of directors.

Mined + Found "Hope" Matchbox Locket
TrendsApr 24, 2025
Amanda’s Style File: So Charming

Charms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.

Bulgari’s expanded factory in Valenza, Italy
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in Italy

Located in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.

Jason McNary accepting FGI Fine Jewelry Rising Star award for Paola Sasplugas
Events & AwardsApr 23, 2025
PDPaola Creative Director Wins FGI’s ‘Rising Star’ Award

Paola Sasplugas, co-founder of the Barcelona-based jewelry brand, received the Fine Jewelry Award.

1999 Cosmograph Daytona, Ref.16516
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to Auction

A platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.

Carmelo Anthony and Jaylen Brown David Yurman campaign
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen Brown

The basketball stars wear men’s jewelry from the “Curb Chain” collection.

Woman wearing Zales jewelry
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine Jewelry

The Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.

JAR Apricot Blossom bracelet
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry Collection

The 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.

Avi Levy
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth Officer

GCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.

Scottsdale Fine Jewelers store exterior
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow Independent

The Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.

Cartier Exhibition Installation at Victoria & Albert Museum
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display

“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.

Bill and Birdie Levine of Van Cott Jewelers
IndependentsApr 21, 2025
New York Jeweler to Close After 111 Years

Van Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.

IJO Director Samantha Larson
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise Strategy

Industry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.

Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host Convention

The two organizations will hold the educational event together this fall in Mississippi.

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy