Attract More Customers With These 6 Jewelry Store Event Ideas

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Imagine being the first jewelry store that everyone thinks of in your community. In order to be that jewelry store, you have to become a recognizable business and get your name out there.

By hosting events at your jewelry store, you can create memorable moments, forge stronger relationships with your clients, and turn casual visitors into loyal customers.

In this blog, you’ll discover six jewelry store event ideas — and learn how they can attract more customers into your store to significantly boost your foot traffic and sales.

1. Trunk Shows

A trunk show is an event where you bring in vendors and designers to present their products directly to your customers. The best part is, trunk shows don’t have to be hard to run. And, they’re a great way to bring in new customers and keep your existing customers loyal.

Everyone loves a sale. The great thing about a trunk show is you can typically get a deal directly from your designers and vendors. It’s a win-win for you and your customers.

Another aspect of trunk shows that will draw in more customers is the fact that they can see new and unique pieces of jewelry that they don’t typically get to see in any other store.

When you’re marketing this event, tell your customers what big designer names they can plan on seeing. Get them excited to see something new. The most important part about the event is getting as many people as you can in your doors. If you can do that, they’re sure to buy something from your jewelry store.

2. Jewelry Cleaning and Repair Clinics

Hosting a jewelry cleaning and repair clinic is another jewelry store event idea that can bring existing customers back into your store. The advantage of this event idea is that your store is probably already doing jewelry cleanings and repairs on a regular basis. (If your store isn’t already offering jewelry cleaning and repair services, think about taking continuing education classes so you can draw more clientele into your jewelry store!)

By setting apart one or two days for this jewelry event, you can draw more customers into your store — especially if you market it correctly. Think about creating an offer around the event like, “Get your jewelry cleaned or repaired and receive an extra 25% off any additional purchase.”

You can hold a jewelry clinic whenever you want. It’s the perfect way to bring customers in — especially during a slow period at your store.

If you decide to hold these events on a regular basis (at least once a quarter) your customers will get excited about this recurring offer and plan on coming back.. In no time, you’ll attract loyal customers.

A jewelry cleaning and repair clinic isn’t really about the repairs and cleanings — you can do those any day. It’s just a way to get more foot traffic into your jewelry store and create excitement around your events.

3. Custom Jewelry Design Workshops

Everyone loves custom jewelry — especially if the jewelry is for engagements, weddings, or anniversaries. One-of-a-kind jewelry is an extra way for your customers to say “I love you” to their partners.

If you offer custom jewelry at your store, one of the best jewelry store event ideas is a custom design workshop. This is the perfect way for you to sit down with your customers and connect with them so that you can gain their loyalty.

To promote the event, send texts and emails to past customers who might have an event anniversary coming up. Chances are they’ll come into your store to order something special for the one they love.

You can also run social media ads to draw in your local community. If you’ve been open for long enough, you’ve probably gotten a grasp on when peak wedding engagement season is. Hold your custom jewelry design workshop event before then so you can interest people who are getting ready to pop the question.

4. Seasonal Sales and Promotions

Seasonal sales and promotions are always a good way to draw in potential customers to your jewelry shop. Your competitors are likely pushing sales around peak seasons and holidays, and you should be running promotions as well.

Peak jewelry sale holidays and seasons will ultimately depend on where you’re located. But, no matter where you live, you can count on the two biggest holidays for jewelry sales being Valentine’s Day and Christmas.

Look at what other jewelry stores have historically offered during these peak times. This can help you get ideas for a competitive promotion that’ll bring customers into your small jewelry store.

Get creative with your promotions. You don’t just have to offer 25% off. You can offer bundles such as, “Buy a diamond necklace and get a matching set of earrings for 10% off.”

You can even offer exclusive early access to your jewelry store promotion events for loyal customers. Think of ways to treat your customers that keep coming back to maintain their loyalty, get their referrals, and draw in more loyal customers.

5. Customer Appreciation Events

Customer appreciation events are a great jewelry store event idea to keep your current loyal customers and gain new ones along the way. People like to feel like they’re a part of exclusive, high-end groups.

Make your loyal customers feel like they’re a part of a premium club. Here are some customer-specific events and promotions that you can try:

Offer exclusive previews of new collections before they’re available to the general public.
Host special VIP shopping nights with complimentary refreshments and personal styling advice.
Provide personalized jewelry cleaning and maintenance services for loyal customers.
Send out birthday and anniversary discounts or gift vouchers.
Create a loyalty program that rewards repeat purchases with points redeemable for discounts or special gifts.
Organize invitation-only custom jewelry design workshops.
Offer free or discounted appraisals on designated loyalty days.
Send personalized thank you notes and small gifts to top customers during the holiday season.

Even if you’re running a small jewelry business, you can make your events feel big and exclusive for your loyal customers — and it doesn’t have to cost you that much money either.

At the end of the day, if you give special attention to your loyal customers, they’ll talk about it with the people around them. That’s the best way to draw new people into your jewelry store and gain loyal customers.

6. Jewelry Appraisal Days

Running a jewelry appraisal day is another jewelry store event idea worth trying because it draws in more than just your current customer base. Whether you have a certified gemologist in your store or you bring one in for the day, you can offer free or discounted appraisals for anyone who has older jewelry pieces.

Not only does this bring more foot traffic to your jewelry store, but it also shows your customers and potential customers that you care about them and their jewelry. Simply put, people want to shop at businesses that help them.

Going the extra mile attracts new customers. By offering free or discounted promotions like jewelry appraisal days, your customers will appreciate your jewelry store’s customer service. They want to feel like you care for them — and something as small as a jewelry appraisal event can do just that.

Jewelry Store Event Ideas Worth Trying

You don’t need to run with every single jewelry store event idea that’s listed — just try what’s best for you, your business, your location, and your customer demographic.

Whether times are slow or you're just want to increase sales and foot traffic in your jewelry store, remember these jewelry store event ideas:

Trunk shows
Jewelry cleaning and repair clinics
Custom jewelry design workshops
Seasonal sales and promotions
Customer appreciation events
Jewelry appraisal days

Rest assured, if you market your events correctly, customers will flood into your store. Never underestimate the power of a promotional event. Nobody wants to miss out on a good sale!

How Jewel 360 Manages Jewelry Store Events

Jewel360 is an all-in-one point of sale (POS) system that can manage every aspect of your jewelry store events.

Jewel360’s software makes special event invitations and RSVPs seamless with calendar integrations and automated reminders. Plus its integrated CRM can help you keep track of all of your customers, their contact information, and which pieces of jewelry they’re interested in. You can also run your customer loyalty program through the system, allowing them to rack up and redeem points.

Managing your custom work and repairs is seamless with Jewel360’s easy-to-use POS, too. When it comes to promotions, you can easily add sales to specific items of your choice so they’re automatically discounted at checkout. Plus, the software is cloud-based so you can change sales prices from anywhere — even if you’re not in your jewelry store.

Finally, marketing is made simple with Jewel360. You can send promotional texts and emails to all of your customers in no time. It’s never been easier to get the word out about your jewelry store’s events. Jewel360’s reporting hub provides virtually every piece of information you need, too — including details about your jewelry store’s events.

Jewel360 was made specifically with small jewelry stores just like yours in mind. Run your events with ease — schedule a demo today and see how Jewel360 can take your jewelry store to the next level.