CrimeSep 24, 2026
From Conclave: Security Measures Jewelers Should Be TakingJSA and Jewelers Mutual shared advice on spotting suspicious behavior, combatting cell phone jammers, and staying safe at home.
OtherOct 27, 2014
5 fun events to engage clients this holiday season
Innovative, intriguing events can not only attract new customers and bring in existing customers, but engage them in a way that will keep the store front of mind. National Jeweler talked to five retailers across the country about the events they came up with to do just that.
Retailer Bernie Robbins held an event focusing on the 14 holiday trends outlined by Jewelers of America at the JA NY Summer Show, creating separate displays with examples of each.
New York--As the most important sales time of the year, the holiday season is crucial for pulling customers in and interacting with them in order to generate sales.
Innovative, intriguing events can not only attract new customers and bring in existing customers, but engage them in a way that will keep the store front of mind. National Jeweler talked to five retailers across the country about the events they came up with to do just that.
1. Wine and diamond.
Diamond Vault of Troy
Troy, Mich.
The Diamond Vault does an event every year called “Wine & Diamonds,” which is now in its 10th year. The store always holds it on the Thursday after Thanksgiving, with live music, food, special jewelry collections and, of course, diamonds. Last year the store offered its clients a number of treats, including food and salad stations, as well as a homemade dessert buffet. With more than 500 people in attendance at the event, and people already emailing the store to inquire about this year’s date, Diamond Vault is going to expand the occasion in 2014, draping lights and fabrics from the ceiling to make the store look like a winter wonderland. “Great food, good wine, and no pressure makes for a great evening,” says owner Randy Cole.
2. Alma mater art.
Susan Eisen Fine Jewelry & Watches
El Paso, Texas
This retailer always has found a way to combine jewelry and art, as one wall of the store is a permanent gallery. This fall, the store is holding a special event to serve as a tribute to a number of owner Susan Eisen’s professors at the University of Texas at El Paso (UTEP) who helped her develop her skills and passion for the fine jewelry industry. The art from two of her professors will be on display alongside jewelry from two of her art metal professors for a month and a half for the retailer’s “UTEP’s Finest” event. During the Sept. 18 opening night reception, the store served drinks and appetizers for attendees. “People love when we combine art and jewelry, because the two passions so frequently overlap. Many people who collect jewelry also collect art,” Eisen says.
3. What women want.
Single Stone on Mission Street
San Marino, Calif.
Single Stone on Mission Street said that it has found one event that continues to work well for it--its annual
Editors' Picks
Sponsored by
“Ladies Night Out,” held each year in November before the holiday rush. During this event, the store holds two to three trunk shows by its best-selling designers, conducts a raffle that benefits a local charity, and encourages women to fill out their holiday wish lists. For men, these lists can help ease the intimidating experience of picking out a special piece for the holidays by letting them know exactly what their significant other wants, store staff says. The “Ladies Night Out” event is something that women in the community look forward to every year.
4. Private dining.
J.R. Dunn Jewelers
Lighthouse Point, Fla.
This year, the store is hosting a private dinner for its top clients at a local Italian restaurant with Peter Webster, president of jewelry brand Roberto Coin. The company says the idea behind this private, and creative, dinner party is to give clients insight into Roberto Coin beyond just the jewelry, including stories from Webster about his adventures with Coin himself. At the event, customers will have the opportunity to peruse a very special jewelry collection, which includes special items from Italy that travel with Webster to personal appearances, exclusive items, and the new fall collections. The jewelry presentation will be set up inside the wine cellar within the restaurant’s private dining room.
5. Trend visions.
Bernie Robbins Jewelers
Somers Point, N.J.
During the JA New York Summer show, Jewelers of America held a seminar outlining 14 trends for the holiday season and beyond. Bernie Robbins created an event around these where it showcased each trend and showed consumers how to wear them. The event, held in late August, featured separate displays of each trend, such as “soulful gold” and “sculptural geometry,” placed on countertops around the store so that clients could touch and feel jewelry related to each trend. The sales team also acted as stylists for the clients to show them how to work the piece into their wardrobes. The company says it was an interesting experiment for them because, even though many of the jewels had been in the cases all summer long, “it was like they were seeing them for the first time.”
This story originally appeared in the inaugural issue of National Jeweler’s online-only magazine. View the entire publication here.
More on Other
The Latest
AuctionsSep 24, 2026
8-Carat Blue Diamond Heads to UK Jewelry AuctionThe fancy light blue diamond is estimated to fetch up to $2.6 million at Elmwood’s next week.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsSep 24, 2026
This New Jewelry Book Decodes the Secret Meaning in Victorian Jewelry“Secret Language of Victorian Jewelry” unveils the meaning behind the symbols, motifs, and gemstones used in Victorian-era jewelry.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Lab-GrownSep 24, 2026
Kira Jewels Opens B2B E-Commerce Portal for Lab-Grown Diamond Jewelry KIRAJewels.one gives retailers access to more than 500 SKUs of lab-grown diamond rings, earrings, necklaces, and bracelets.
TrendsSep 23, 2026
Holiday Diamond Jewelry Trends: Layered Looks, PersonalizationThis holiday season, look to pieces that will help to fill out customers’ everyday diamond jewelry wardrobe, experts say.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 23, 2026
Organization That Promotes Natural Diamond Rebrands for Third Time The Natural Diamond Council is now The Diamond Collective and has announced a new strategy under CEO Amber Pepper.
IndependentsSep 23, 2026
This Milwaukee-Area Jeweler Is Serving the 7CsPaul’s Jewelers sells coffee, chocolate, and cookies from a custom gold-wrapped trailer parked outside the store starting at 7 a.m.
MajorsSep 23, 2026
Kay Jewelers’ New Campaign Goes ‘All In’ on LovePart of its brand relaunch, the marketing around the campaign includes a contest involving a jacket set with 550 diamonds.
Events & AwardsSep 23, 2026
Tiffany & Co. Exhibition Opening at Arkansas Museum The curation, opening soon at the Crystal Bridges Museum of American Art, honors the jeweler’s heritage through a distinctly American lens.
CollectionsSep 23, 2026
Pucker Up for Pandora’s New Pat McGrath Jewelry CollabThe jewelry giant has partnered with the famed makeup artist to create a colorful new collection of charms and rings.
IndependentsSep 23, 2026
Texas Jewelers Association to Celebrate 120th AnniversaryThe association will mark the milestone at its convention next month.
IndependentsSep 23, 2026
Sissy’s Log Cabin’s ‘Back to School and Bling’ Event ReturnsThe jeweler donated school supplies to Memphis, Tennessee, students during the event combining basketball and mentorship.
MajorsSep 22, 2026
Foundrae’s Lawsuit Against Pandora Can Continue, Court RulesA federal judge denied Pandora’s motion to dismiss Foundrae’s claim for copyright infringement of its medallions.
ColumnistsSep 22, 2026
Peter Smith: Our Struggle With Emotional SellingPeople aren’t thinking rationally when they are buying luxury products, and we shouldn’t be selling them that way, Peter Smith writes.
IndependentsSep 22, 2026
Constance Polamalu Named to '40 Under 40' ListThe Baltimore Business Journal recognized the entrepreneur for her leadership in business and the jewelry industry.
GradingSep 22, 2026
GCAL by Sarine Opens New Lab in MumbaiThe facility is located within SEEPZ and is GCAL by Sarine’s second location in India, joining its existing grading lab in Surat.
Events & AwardsSep 22, 2026
NYCJAOS Returns for Autumn EditionThe four-day show is slated for Nov. 19-22 at the Metropolitan Pavilion in New York City’s Chelsea neighborhood.
AuctionsSep 21, 2026
Ultra-Rare Cartier Cheich Watch Sells for $3.4M Offered at Sotheby’s Hong Kong, the one-of-a-kind white gold watch now holds the title of most valuable Cartier wristwatch sold at auction.
MajorsSep 21, 2026
Longtime Industry Executive Pamela Bernstein-Gulla to RetireBernstein-Gulla has been working in the jewelry industry for 40 years, most recently as chief engagement officer for Hill & Co.
IndependentsSep 21, 2026
Bhindi Jewelers Moves Into New, Larger California StoreThe relocated Glendale store, now at The Americana at Brand, was designed to be a contemporary “timepiece haven” inspired by luxury resorts.
AuctionsSep 18, 2026
7.52-Carat Unheated Paraíba Tourmaline Sells for $1.3M at Sotheby’s The top lot of the auction house’s Hong Kong jewelry sale was an Art Deco Mauboussin necklace with ruby beads, which sold for $2 million.
Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
