<i>What is love? Love is when you have found the perfect partner in life, one to celebrate with, share joys with, talk with, to spark diamond sales with. That's right. You read correctly. “To spark diamond sales with.”

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Wilson & Son Jewelers, located in the affluent bedroom community of Scarsdale, one hour from New York City, experienced such love this past Valentine's Day when the store teamed with Rand diamond for an event that would get the attention of both shoppers and media alike. The Wilson family, consisting of Matthew, Mike and Lynn, worked with Leon Cohen, President of Codiam, the exclusive distributor of the Rand diamond on a special promotion that would not only highlight the romantic appeal of the Rand diamond but one that would celebrate the love between people.
To accomplish that, more help needed to be enlisted. Enter Scarsdale's local paper, The New York Observer, which features the very popular `Love Beat' page highlighting story upon story of newly engaged couples. For four weeks leading up to Wilson & Son Jewelers' Diamond Valentine Cocktail party with Rand diamond, the jeweler advertised on the `Love Beat' page. The extra media emphasis paid off as up to 100 people came to the event to be tantalized by the display of rare Rand diamond matrices and Rand diamond jewelry. Guests even had the chance to win a Rand diamond necklace and a romantic weekend getaway at an exclusive upstate New York inn.
Adding to the excitement of the evening was the appearance of `Love Beat' columnist, Anna Jane Grossman, who came to gather even more stories about engaged couples. The event was further promoted with personal invitations to Observer readers in the area and by Jewelry Information Center's Elizabeth Florence, who included the Rand diamond and the matrices in a local television appearance a few days prior to the event. “We were extremely pleased with the results. We made some very important diamond sales during the event and reached out to a whole new audience with the Observer,” says Matthew Wilson.
Wilson & Son Jewelers, founded in 1905, have become known in the community for hosting special events such as this one with Rand diamond. To celebrate the opening of its 850- square-foot watch boutique, which doubled the store space, the jeweler held a special party in which more than 500 people attended. As the Wilson family sees it, they are not jewelers competing with local jewelers but rather they are jewelers competing in a global marketplace, thus, the attention to quality and to detail in everything they do is what matters the most..


From left:
Leon Cohen, President of Codiam, exclusive distributor of the Rand Diamond, Lynn Wilson of Wilson & Son and Deborah Tauber, Account Director for Jewelry for The New York Observer, enjoy the Diamond Valentine Cocktail Party hosted by the prestige jeweler and the upscale weekly newspaper.

Shown here is the boutique's giftware and registry area.

(please credit europastar.com)

Source: Couture International Jeweler
June / July 03 issue