Policies & IssuesMay 06, 2024
Rolex Files Objection to Hallmark’s New Trademark ApplicationThe Swiss watchmaker said the company’s plans to use a new version of the Hallmark crown on jewelry would confuse consumers.
IndependentsNov 05, 2013
For Black Friday, retailer finds his own Rhythm
One Pennsylvania jeweler will kick off his string of holiday marketing campaigns Thursday, and it will include delivery of diamond jewelry in what can best be described as a dancing telegram-type manner.
A screen shot from Watchmakers Diamonds&Jewelry's branded television advertisement for the "Rhythm of Love" diamond jewelry line
Johnstown, Pa.--Generally, Black Friday isn’t a big day for jewelers sales-wise. It is more a day, they say, for everybody to line up at big-box stores for deals on flat-screen TVs or to load up their shopping carts with iPads.
But one Pennsylvania retailer is determined not to get left out of the day-after-Thanksgiving shopping festivities, or any shopping that might take place in the month of November for that matter.
J. Dennis Petimezas, president of Watchmakers Diamonds & Jewelry in Johnstown, will start his holiday season push Thursday with a promotion he’s run in the past: buy a diamond, get a hunting rifle.
He said he’s certain to specifically note that it is a rifle for hunting to avoid any negative feedback, though he adds it’s a promotion his customers are sure to understand, given the hunting-heavy nature of the state. “People in our area understand that hunting is part of the culture,” Petimezas said.
The diamonds-and-rifles promotion will run until Nov. 16. Shortly thereafter, he’ll begin heavily marketing the “Rhythm of Love,” a new line of diamond jewelry that incorporates a patented system that allows the diamonds to vibrate inside their halo mountings.
The movement of the diamonds draws attention to their brilliance. There also is a strong emotional selling point to the Rhythm of Love line, as the diamonds move because of the wearer’s heartbeat.
As part of the marketing push for the Rhythm line, the jeweler said he has hired a student studying dance at the local college to personally deliver a dozen or so of the purchased Rhythm pieces in a sort of dancing telegram manner.
The student will don a tux and do an “aggressive freestyle”-type dance--Petimezas compared it to the performance of the main character at the end of Napoleon Dynamite--to a song fittingly called Rhythm of Love before presenting the recipient with her new piece of jewelry. “That’s the best way to create buzz about this,” he said.
Petimezas said he sees sales of the Rhythm line being on par with some of De Beers’ more successful beacon programs, such as the past-present-future rings or Journey diamond jewelry. “What else do we have to put our arms around and promote to the public?” he said. “This is so hot.”
Marketing of the Rhythm line will run until Nov. 23, about a week before the Black Friday rush begins,
and Petimezas will move on to his next holiday marketing campaign, an escalating gift-with-purchase promotion.
In lieu of discounting his merchandise, the jeweler will offer the video game Call of Duty to customers who spend at least $199, while those who spend at least $799 get a Pebble smartwatch. Spending $1,999 or more nets customers a PS4 while the final tier, $2,495 and up, gets customers a four-day luxury cruise.
For those customers who aren’t interested in the hunting rifle or any of the gifts, Petimezas is offering them an incentive to shop on Cyber Monday, the Monday following the holiday weekend where people tend to do a lot of buying online. He is giving them a gift card to spend either online or in store that day.
“(For independent jewelers), it’s not just business as usual,” Petimezas said. “You can’t be sitting back and watching. You’ve got to get out there. If you make a couple of mistakes, that’s OK. But you’ve got to be in the game.”
Petimezas isn’t the only retailer looking to get a jump on holiday marketing in an increasingly competitive retail environment, where there are fewer dollars being spent by consumers and more places to spend them, including online, which is open 24/7.
J.C. Penney was running Christmas-themed layaway ads as early as September and Jewelry Television held a holiday shopping event last month.
In addition, more retailers are planning to open on Thanksgiving Day this year.
J.C. Penney, Macy’s, Target and Kohl’s have announced intentions to do turkey day business, as have Sears and Kmart, both of which are owned by Hoffman Estates, Ill.-based Sears Holdings. The company said Monday that its Kmart stores would open at 6 a.m. on Thanksgiving Day, before most people even have had a chance to put the turkey in the oven.
While pushing forward store opening times might be profitable for executives, it’s creating a backlash in the general public, particularly among those who are going to have to work on Thanksgiving.
While Petimezas likes to start marketing for the holidays early, he said a Thanksgiving opening is overly aggressive abuse of workers, and something he would never inflict on his staff, many of whom have been with him for 20 years or more.
“Never say never, but I just can’t imagine a scenario where we would do that. Being open on Thanksgiving Day, it seems like it would cheapen us and make us look greedy,” he said. “That’s just how I feel about it. I don’t know that it would [fit with] the image that we’ve worked so hard to establish.”
More on Independents
The Latest
EditorsMay 06, 2024
Q&A: 8 Questions With Anglo American’s Benny Oeyen The executive talked about the importance of self-purchasers and how fuel cell electric vehicles are going to fuel demand for platinum.
MajorsMay 06, 2024
Malabar Gold & Diamonds Opens 4th U.S. ShowroomThe Indian jeweler’s new store in Naperville, Illinois marks its 350th location, part of its ongoing global expansion plans.
Brought to you by
From Registration to Return: 10 Tips to Protect You Before, During and After a TradeshowTradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
Events & AwardsMay 06, 2024
Ben Bridge Jeweler Accepting Applications for Lonia Tate ScholarshipIt will award a graduating high school student with about $10,000 toward a GIA diploma and an internship with the Seattle-based jeweler.
Weekly QuizMay 02, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
CrimeMay 03, 2024
Second Suspect Arrested in Murder of Colorado JewelerWheat Ridge, Colorado police took a 50-year-old man into custody Wednesday following a two-month search.
CollectionsMay 03, 2024
A Sneak Peek Into PGI’s Couture Platinum Spotlight ProgramPGI partnered with four new and seven returning designers for its annual platinum capsule collection.
Brought to you by
Rio’s Reimagined Podcast: For the Love of JewelersMeet Ben Claus—grand prize winner of For the Love of Jewelers 2023 Fall Design Challenge.
MajorsMay 03, 2024
Kristie Nicolosi Joins WJA Board AgainNicolosi, president and CEO of The Kingswood Company, previously sat on WJA’s board from 2011 to 2018.
CollectionsMay 03, 2024
Piece of the Week: A “Bit of LUV” for the DerbyKarina Brez’s race-ready piece is a sophisticated nod to the horse-rider relationship.
CrimeMay 02, 2024
4 Indicted in Burglary Ring Targeting Indian, South Asian FamiliesThe men are allegedly responsible for stealing millions in jewelry and other valuables in 43 burglaries in 25 towns across Massachusetts.
CollectionsMay 02, 2024
Foundrae Launches ‘Horizon’ Collection“Horizon” invites individuals to explore the limitless possibilities that lie ahead, said the brand.
FinancialsMay 02, 2024
Pandora Raises Guidance After Strong Q1The jeweler credits its recent “Be Love” campaign and ongoing brand revamp for its 17 percent jump in sales.
AuctionsMay 02, 2024
Vintage Baume & Mercier With Ties to Elvis Sells for $7K Elvis Presley gifted this circa 1967 gold and diamond watch to Dodie Marshall, his co-star in “Easy Come, Easy Go.”
SurveysMay 01, 2024
Consumer Confidence Falls in AprilConcerns about rising prices, politics, and global conflicts continue to dampen consumer outlook.
TrendsMay 01, 2024
Amanda’s Style File: All Eyes on EmeraldsMay’s birthstone is beloved for its rich green hue and its versatility.
SourcingMay 01, 2024
Opsydia Names New Sales and Marketing Director Jacqui Larsson joins Opsydia with nearly two decades of experience in the industry.
CrimeMay 01, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
CollectionsApr 30, 2024
12 Otherworldly Pieces From Tiffany & Co.’s 2024 Blue BookThe “Tiffany Céleste” collection reimagines designer Jean Schlumberger’s interpretations of the universe.
MajorsApr 30, 2024
Zales Celebrates 100 Years With New CampaignThe brand also created a 100-carat lab-grown diamond necklace in honor of its centennial.
MajorsApr 30, 2024
Platinum Guild International Appoints New CEOTim Schlick has been promoted from his previous position as COO.
Events & AwardsApr 30, 2024
Canadian Jewellers Association Brings Back the Summit It’s the second year for the event, slated to take place in October in Toronto.
Recorded WebinarsApr 29, 2024
Watch: Diamond Identification and Evaluation - How to Protect your BusinessSupplier Spotlight Sponsored by GIA
SourcingApr 29, 2024
De Beers to Move Auction HQ from Singapore to BotswanaSales will be paused while the relocation takes place over the next few months.
CollectionsApr 29, 2024
Simone I. Smith Mixes Denim and Diamonds in New Collection“SIS x MISA Denim and Diamonds” is a collaboration between the designer and celebrity stylist Misa Hylton.
IndependentsApr 29, 2024
Venus Jewelers Relocating After 45 YearsThe retailer is moving to a newly designed space in the same shopping center.
SurveysApr 29, 2024
Mother’s Day Jewelry Spending to Reach $7B, Says NRFGifts that are unique and thoughtful are top of mind this year, according to the annual survey.
