Hummingbird Personal Appearance during the Changing of the Autumn Leaves

It's the perfect time to make a trip to upstate NY... the weather is getting chilly... the leaves are changing to the beautiful hues of autumn... and Pamela Froman will be at Hummingbird Jewelers in Rhinebeck! Stop by this Friday, Saturday, or Sunday to meet Pamela, and let her adorn you in fabulous fall colors to celebrate the changing of the leaves!

InStore Magazine Case Study: A Successful Trunk Show's Promotional Timeline

"The Big Story" in this month's issue of InStore Magazine is all about launching a new designer line in your store, and includes a great case study of a Pamela Froman trunk show at Hummingbird Jewelers in Rhinebeck, NY. Contributing Editor Lorraine DePasque interviewed Pamela and the store's owners, Bruce & Peggy Lubman, and broke the event down into a promotional timeline, which I've copied for you below:


In the true spirit of retail partnership, a Rhinebeck, NY, jeweler and an L.A. jewelry designer planned a trunk show with a week-by-week timeline.

Hummingbird Jewelers had been carrying about two dozen pieces of Pamela Froman Fine Jewelry for almost a year, and owners Peggy & Bruce Lubman felt it was time to step up promotion of the emerging designer.

Here's how the pre-show publicity unfolded:

10 weeks before
Froman designed postcards and posters that incorporated photos of her jewelry and Hummingbird had them printed.

8 weeks before
The store announced the trunk show on its website, with a bio of Froman and images of her work.

4 weeks before
Hummingbird e-mailed and phoned clients who had shown an interest in Froman's work. It asked the local tourism office to post the dates on its website. Hummingbird and Froman posted the news on their Facebook fan pages.

3 weeks before (and ongoing)
Hummingbird ran 60-second radio spots, three times a day, on two local radio stations. In the November issue of Hudson Valley Magazine, an article on bridal featured some of Froman's wedding bands, with copy saying she'd be at Hummingbird Jewelers. (Hummingbird had sent rings to the publication so they could photograph them.)

10 days before
Hummingbird mailed postcards and displayed Froman's pieces and the posters in its windows. It e-mailed customers: "Check out Hummingbird's windows this week for a preview."

1 week before
The store phoned clients to suggest pieces they might like.

The Big Event
Froman brought 200 pieces, including one-of-a-kind items. the jewelry was put in the largest showcase, near the entrance, and in the windows.

Retailer's Review
"It was one of our best trunk shows ever," Peggy says. "We'd been pretty conservative with Pamela's line. But when I saw how customers reacted to her color, I decided I'd be adding that."

Personal Appearance / Trunk Show at Hummingbird Jewelers in Rhinebeck, NY!

Visiting family in New York for the Thanksgiving holiday? So is Pamela! And the next few days after that, she'll be visiting with friends and collectors at Hummingbird Jewelers in Rhinebeck, NY. So, after the tryptophan has worn off and you can move again, stop by and say Hi! If you're already in town and feel like a little window shopping, check out Hummingbird this week for a preview of the show.

Details:
Personal Appearance / Trunk Show
November 26th, 27th & 28th
Fri. & Sat. 10:30am-6pm, Sun. Noon-5pm
at
Hummingbird Jewelers
23A East Market Street
Rhinebeck, NY 12571
(845) 876-4585
www.hummingbirdjewelers.com

Personal Appearance / Trunk Show at Hummingbird Jewelers!

Pamela Froman is bringing her award-winning fine jewelry to Hummingbird Jewelers in Rhinebeck, NY, this Thanksgiving Weekend. If you're in the area, stop by and say, "Hi!" Maybe you'll even discover your new Crush for the holidays...