is the time to put these cuties up near the register! These
little toe rings come in a pack of 12 and include a complimentary
neoprene "foot" display. They are sterling silver,
made in Thailand. One dozen for $21.60 ($1.80 each)
All this month we will be running our semi-annual
20% off sale. This is a great time to stock up on the best
sellers and new products alike. We only offer this sale twice a
year, so don't miss out! Fine print: this offer not valid with any
other discounts. Discount may not be applied to lowest price break
on pendants or rings by the gram (PGRM & RGRM), or the lowest
price on bulk electric cords.
Summer is now
in full swing all over the Northern Hemisphere. With the swim suits
and suntans, be sure to put out your toe rings. We have several
prepacks to choose from at great prices.
One of the strongest
trends this summer continues to be shell
jewelry. Shell is great because it is rich, lustrous and generally
inexpensive. Plus shell goes great with a tan and those sultry summer
outfits. We've added several new items here.
have moved down to about the $10/oz. range. We haven't seen prices
this low since last January. Back then everyone was feaking out
since it had gone up from less than $7 in just three months. As
you may know, it peaked in May this year at $15/oz. Now at $10,
silver seems like a bargain.
We've been concentrating
on buying when the price dips, so hopefully things will hold at
this level for a while...
Coming in July
we will be updating our website with a new look and feel that should
improve the user experience. Please let me know if there is anything
about the site that you have had difficulty with so that I can incorporate
corrections into the upgrade.
here to see everything added since the last newsletter.
your next promo POP!
Retailers are always looking for ways to get new customers
in the store. Likewise, most store owners expend a great deal of energy
trying to keep their establishment at the forefront of existing customers
minds. The great dilemma faced brick and mortar stores is, how can
I do this without A) breaking the bank on advertising and B) giving
away the store with continuous discounts, sales and incentives.
The simplest and easiest way to get your name out is through traditional
advertising channels. The choices for where to spend your ad dollars
are endless: radio, tv, newspaper, yellow pages, internet, and more.
But before you decide where to advertise, make sure you know why
you are advertising. Is it to get new customers, to lure back repeat
customers, remind the public that you are still open, or announce
new arrivals? Narrowing the focus helps identify the taget audience,
which will of course weigh heavily in your decision where to put
your message and how much to spend.
Once you have your goal in focus, you can begin to formulate a
promotion to achieve that goal. Big blowout sales might require
a multi-prong ad campaign with relatively heavy investment. On the
other hand, simply announcing that a new shipment has arrived would
probably be less cash intensive and therefore would probably mean
a narrower marketing channel. Two variables that play into almost
any ad campaign are size of the ad and the frequency with which
it is run. For many of us, finding the happy medium can be a challenge
with a limited budget.
In our stores we are currently testing several promotions to achieve
different ends. First, we are trying to attract local customers
(as opposed to tourist traffic) by running a sale earrings. In our
area there are two choices for print: the daily paper sold at newsstands
and by subscription, and a weekly paper delivered to every house
on the island.
We had been advertising promotions in the daily newspaper, but
costs were high and penetration was hit and miss. For the past couple
of months we have been advertising in the weekly paper with results
that have been very encouraging. Whenever I am buying an ad, I always
ask if there are any specials. Often there are, and I can usually
tweak my ad to fit the parameters of the special offer.
Radio advertising can be a mixed bag for small retailers. Ad rates
range from very cheap to very expensive, depending on the number
of listeners, the station's competition, etc. And once the ad is
played it will not be presented to your potential customers again
until the next time you pay to have it aired.
Print ads often are seen by more than one pair of eyes per iteration,
so they have slightly longer life once they hit the street. We've
had good success with one station locally that aims at our 35 -
50 year old women target, and ads are quite inexpensive. I look
to them to do the recording and mixing, but like to write the copy
since I know my products better than anyone else. You may find it
better to provide the details, let them write the copy, then tweak
the parts that you think need strengthening.
Some presence in the yellow pages is often necessary. For specialty
products like the beads we sell, visitors to our island will frequently
refer to the book in their hotel room for direction. Many retailers
feel the yellow pages are a must, especially if their competitors
are listed. While this may be true in the case a furniture store,
it is probably less true with a clothing store that relies on foot
traffic in a mall.
Promotions can take various forms, but very often they take the
form of a sale. The Payless Shoe Store near me has a "BOGO"
(buy one, get one) sale periodically that must attract customers.
For our stores, we would consider doing this only with something
as a loss-leader or a close out. Customers will take action if your
offer is significant to them. 10% off a $10 item is not going to
rouse much interest, but 25% of a pair of nice earrings would probably
create a stir. A good rule of thumb for incentives is, if it's not
worth $5, it probably not worth the bother.
Traditional advertising is the "easy" way of getting
the word out. You can buy it and it (hopefully) works. But there
are other avenues to consider that might not jump to mind when you
consider ways to get bodies in the door. Cross-promotions can be
an efficient choice that don't require much cash outlay. Other non-competing
retailers in your area may be interested in partnering with you
in a mutually beneficial relationship. An example of this would
be the coffee shop nest door allowing you to put flyers on their
counter to get the word out about your upcoming sale. In return,
they might ask you to put an announcement in your window for their
Here in Hawaii we have a steady stream of tourists that stay for
just a week. Getting them into our shops presents a special challenge.
There are lots of visitor guides we could advertise in, but the
costs are prohibitive. Instead, we have found a service that puts
a rack card promoting our shops out at various hotels, malls and
activity centers around the island. It's an inexpensive way to target
visitors specifically. We also make sure our windows are up to snuff,
and that they offer something appealing to visitors as souvenirs.
For more on this, see our article on window
Free is still the most powerful word in marketing. On our rack
cards we offer a free gift with purchases over $25 if the visitor
brings in the coupon at the bottom of the rack card. We have a cute
little silver charm with the word "Kauai" on it that we
sell for $6.50. It only costs a couple of bucks, but it is a real
incentive for visitors to come in.
Getting customers to come back is easier than getting them to come
in the first time. Promotions to this end can be particularly effective.
Recently I made a purchase at Borders, and after checkout the clerk
informed me that if I brought my receipt in next week, it would
be good for 20% off my next purchase. There are all kinds of restrictions
with their offer, but several people I have spoken to say that they
hang on to their receipt and use it the next time around.
We have instituted a similar program in our stores, offering 20%
off purchases over $25, valid for a week from the day after the
initial purchase. Again, there are restrictions, but people often
get excited when you plant that seed.
Community events are also a great way to get your name thrown around
at public events. Donations to silent auctions, free giveaways at
the Fourth of July Parade, the possibilites are vast. Donations
are written off your taxes and cost only a fraction of what the
retail value is listed as. Last year we gave away about a thousand
calculators with our name and phone number on them to our wholesale
customers. Kitchen magnets, pens, balloons, whatever. Promo items
don't cost much, and done correctly they can really stick around.
Finally, direct mailing to your customer database (whether snail
mail or email) can be very effective. What, you don't have a customer
list? If you don't compile a customer list, you are missing out
on a very important car on the gravy train! If your customers like
what you have to offer (let's hope they do...), then you should
be playing directly to their interests. Something as simple as a
short email announcing your upcoming sale or a coupon sent to their
mailbox can really do the trick. And since they signed up for your
list, you know for sure they want what you have, so give it to them.
We send out a monthly email with our beading class schedules and
usually offer a coupon that makes the recipient feel special. Customers
put their info on a signup sheet near the register, and many are
very enthusiastic about the idea. Borders also does this, with great
success it seems. Every time I check out there, the clerk asks me
if I want to sign up...
Promoting your store takes effort, time and usually at least a
little investment. Thinking outside the box for your next promotion
may lead to increased sales without much more than sweat equity.
or symbolic jewelry
of the Site
added since last newsletter
New Arrivals section has all the latest and greatest.
chains have been added.
silk purses cheap!
outs section has lots of new items.
& Chain by the inch
Saris are back in stock!!
Don't miss out
on the great discount we are offering all month long. Until next time...
888-408-0072 toll free (US only)
Fire Labradorite Pendant
These are similar to our best-selling assortment, PGRM, but
the stones are of the highest quality with fire and brilliance
that will drop your jaw. Each piece is handmade, shapes vary
(ovals, rectangles, freeforms). $16.95 average cost, actual
cost will vary depending on weight.
Tone Shell Earring
Shell is still hot, and these square shell ear candies are
no exception. Natural shell with sterling silver earwire:
Gauzy, lightweight and colorful, these lovely scarves sell
very well. $7.50
Round abalone shell is dyed in a variety of colors, then set
in sterling silver for a fun and inexpensive finger ring.
$200 this month and get 20% off, including sale items!
not valid with any other discounts, does not apply to the
break on pendants or rings by the gram (PGRM & RGRM),
or the lowest price on bulk electric cords.
You may return any item for any reason.
We have a no-questions-asked policy. If you get something
you don't like, for any reason, just send it back!
All our silver jewelry is guaranteed sterling (at
least 92.5% silver), and whenever possible each piece is
stamped to indicate this. All our stones are genuine.
FAQ page for questions about shipping, ordering, payment
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