By Brecken Branstrator
brecken.branstrator@nationaljeweler.com
With the store’s sales associates teaching couples about the benefits of platinum wedding bands, Long’s Jewelers sold hundreds of them during its “Wedding Band Weekend.”
Burlington, Mass.--One recent event showcasing wedding bands drove thousands of young women and men into Long’s Jewelers last month.

The longstanding “Wedding Band Weekend,” held at Long’s Burlington, Mass. location from March 18 to 20, invites couples to the store to explore wedding band options and find ones that fit both their style and budget.

The retailer said that this year’s event was its best ever, with attendance up slightly (last year’s event had nearly 3,000 people stopping in to the store) and the average ticket up 8 percent.

Long’s said that platinum bands were very popular with couples this year. With the store’s sales staff taking the time to teach all event attendees about the benefits of choosing a platinum wedding band, the retailer sold more bands in platinum than in any other metal type.

“Wedding Band Weekend” included bridal brands such as Ritani, Memoire, Diana, A. Jaffe and Furrer-Jacot, as well as introduced some new designers to it such as Everband, Jack Kelege and Henri Daussi, allowing the store to offer thousands of choices in platinum, gold, diamond and custom.

The event also included other wedding professionals and companies--TAG Heuer, Jordan’s Furniture, The Capital Grille and Cakes for Occasions--that wanted to reach a younger demographic and provide prizes for attendees.

Long’s set up partner tables for these companies throughout the event to allow couples to enter to win the prizes. Any couple who attended could enter, with no purchase necessary to win any prize except one--$1,000 off a wedding ring purchased during Long’s Wedding Band Weekend.

Established in 1878, Long’s Jewelers has five stores in Massachusetts, in Boston, Braintree, Peabody, Natick and Burlington.



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