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In–Store Diamond Cutting Promotions
Designed for the Retail Jeweler BY GARY H. PETERSEN MASTER DIAMOND CUTTER
HOW DOES THE RETAIL JEWELER BENEFIT FROM AN IN-STORE DIAMOND CUTTING PROMOTION?
More than 2,000 shoppers stopped at Petersen’s workbench during an in-store promotion in Oklahoma City, Oklahoma. Diamond Cutting is a unique drawing card in any community. With good planning and advertising, it will attract a fascinated public. "The excitement generated and added traffic that resulted in our stores will benefit us down the road in a very real sense." Jim Clark B. C. Clark Oklahoma City, Oklahoma 2. INVENTORY EXPOSURE Petersen talks about diamonds and gets people excited about diamonds. They naturally look at jewelry while in a store for his demonstration. Many make a purchase or plan one for the near future. "A great promotion and traffic builder on and for diamonds and fine jewelry in our store." Steve Smith S.O. Hawkes Yakima, Washington 3. SALES OPPORTUNITIES Increased traffic gives your sales staff the opportunity to establish contacts and practice their skills. With sufficient lead time, Petersen can help plan advance advertising and special events to compliment your promotion. "As a result of your promotion, we are experiencing a nice residual. The promotion more than paid for itself. The steady, daily, diamond business we have experienced this week has been great." Jack Schatzley Schatzley’s Gems Unlimited Toledo, Ohio 4. MEDIA EVENT Petersen’s diamond cutting demonstrations make good reading in the local newspaper and good watching on the evening news. His in-store promotions frequently attract reporters eager for an unusual story. The result is valuable free publicity for the retail jeweler.
5. ENHANCED IMAGE The public is more likely to remember and respect the jewelry store that hosts a master diamond cutter for 2-3 day. Petersen’s promotions enhance a store’s long-term professional image in a community. "Your demonstration in our store was instrumental in establishing us as not just another retail jeweler, but one that was knowledgeable." Mac Williams Williams Jewelers Porterville, California 6. REGULARS REWARDED An exclusive opening of Petersen’s promotion can be used to thank regular customers for their business. An Evanston, Wyoming, jeweler had a 60% response to a customer mailing for one such event.
7. SERVICE ESTABLISHED While answering questions, Petersen advises customers about repairs and other work necessary to take care of their jewelry. Establishing the store as a jewelry service center for the community.
For information, rates, or scheduling, please contact: Gary H. Petersen 120 N. Main Suite A Hailey, Idaho 83333 Phone: 208-788-5767
Gary H. Petersen Master Diamond Cutter Gary H. Petersen was the first graduate from the American School of Diamond Cutting in 1971. He established his Diamond Cutting Trade shop in Sun Valley, Idaho the following year. Since that time, he has built a national reputation as a quality journeyman diamond cutter. He now serves more than 300 clients located all over the U.S. In 1983, Petersen also won national recognition for his work on natural colored gemstones . The American Federation of Mineralogical Societies named him "National Master Faceter of the Year". He won both the regional and national competition with his first-time entry. Since 1975, Petersen has completed more than 40 Diamond Cutting promotions in jewelry stores from Ontario, CA to the Caribbean Island of Saint Croix. He’s featured in numerous newspaper and magazine articles and on radio and television shows. He is friendly and knowledgeable with the public, answering questions about his craft with warmth and skill. Gary is a graduate of the Gemological Institute of America, an American Gem Society Registered Jeweler (currant stasis affiliate), and a 5th degree black belt instructor in USA Taekwondo. He married his high school sweetheart Karen in 1969, and is father of Christopher and Erica and grand father to Emma Lee and Payton James.
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