EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
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
“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
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
CollectionsJun 18, 2025
Kirk Kara Celebrates 135 Years With New JewelsTo mark the milestone, the brand is introducing new non-bridal fine jewelry designs for the first time in two decades.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJun 18, 2025
Gemfields Sells 36-Carat Rough RubyThe gemstone is the third most valuable ruby to come out of the Montepuez mine, Gemfields said.
Weekly QuizJun 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
TechnologyJun 18, 2025
Alex Brown Named President of Smithee GroupFounder and longtime CEO Ben Smithee will stay with the agency, transitioning into the role of founding partner and strategic advisor.
EditorsJun 17, 2025
The Best New Jewelry from Couture 2025, Part 1Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
ColumnistsJun 17, 2025
Peter Smith: Is Your Comp Plan a Hiring Hindrance?If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.
AuctionsJun 17, 2025
Colored Gemstones, Signed Jewels Shine in Sotheby’s High Jewelry SaleThe top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.
MajorsJun 17, 2025
Amanda Gizzi Gets a Promotion at JAGizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.
MajorsJun 17, 2025
Kering Names Automotive Exec as Its New CEOLuca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.
EditorsJun 16, 2025
Q&A: Bogolo Joy Kenewendo on Mining, Tariffs, and the Energy of Las VegasFollowing visits to Vegas and New York, Botswana’s minerals minister sat down with Michelle Graff to discuss the state of the diamond market.
IndependentsJun 16, 2025
Greenwich St. Jewelers Launches Commitment Campaign Celebrating LGBTQ+ CouplesThe “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.
MajorsJun 16, 2025
Ivette Nersesyan-Stephanopoulos Joins Tiffany & Co.The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.
MajorsJun 16, 2025
Catbird Names WNBA Star Nyara Sabally as Its New Brand AmbassadorThe New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.
CollectionsJun 13, 2025
Piece of the Week: Robinson Pelham’s Pear EarringsTake a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.
Events & AwardsJun 13, 2025
AGA to Host ‘Diamonds From Mine to Market’ Education ConferenceThe one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.
EditorsJun 12, 2025
15 Questions With Jewelry Photographer Ella SophieThe California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.
AuctionsJun 12, 2025
Vintage Patek Philippe From the ‘50s Sells for $4M at Sotheby’s Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.
Events & AwardsJun 12, 2025
Gabriel Love Foundation Introduces Scholarship Honoring Elias GabrielThe foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.
AuctionsJun 12, 2025
Former De Beers Exec Celine Assimon Joins BonhamsAssimon is the auction house’s new chief commercial officer.
EditorsJun 11, 2025
Q&A: Al Cook on Differentiating Natural Diamonds, Traceability, and TariffsThe De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”
MajorsJun 11, 2025
Pandora Bets on Las Vegas for First North American FlagshipThe Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.
GradingJun 11, 2025
Tiffany Stevens Exits IGI, Lab Appoints New Board LeaderIndustry veteran Anoop Mehta is the new chairman and independent director of the IGI board.
Events & AwardsJun 11, 2025
Kering Announces Winners of Sustainability-Focused AwardThe winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.
SourcingJun 10, 2025
De Beers Turns to Brown, Yellow Diamonds for New ‘Beacon’“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.
