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Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
IndependentsAug 15, 2016
‘Wedding Band Weekend’ gets 3,000 into store
This year, the annual event at Long’s Jewelers included a store full of bands, the chance to borrow jewelry for the big day and wedding-related raffle prizes.
Burlington, Mass.--Nearly 3,000 people stopped into Long’s Jewelers to check out wedding bands during the last weekend in March.
Customers are invited to come in, browse the selection and meet with representatives from the brands, including Ritani, A. Jaffe and Scott Kay.
To promote the event and make consumers aware, sales associates at Long’s called potential wedding band customers--anyone who had purchased a diamond in the past six months--and also used a mixed-medium marketing campaign, which included e-blasts, direct mail postcards to engaged couples and advertisements on Pandora radio, in magazines and on Facebook.
Long’s also offered Wedding Band Weekend attendees the chance to borrow $10,000 worth of jewelry--which was “a huge draw for brides-to-be”--and raffle prizes from the Platinum Guild, TAG Heuer, Jordan’s Furniture, The Capital Grille and Men’s Wearhouse, among other companies geared toward the younger, wedding-ready demographic.
The PGI also helped the store sell hundreds of platinum bands, more than any other metal type, thanks to the organization teaching attendees about the benefits of choosing platinum, Long’s said.
“We’re very fortunate that the economy continues to improve, lots of people are getting married, they truly want wedding bands that will last a lifetime and they are choosing Long’s as their jeweler,” said store President Craig Rottenberg. “The event is such a feel-good weekend for us.”
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