Bradley’s Jewellers holds successful marketing weekend
Independent jeweller Bradley’s Jewellers has hosted a successful marketing weekend which led to higher-than-normal weekend footfall, significant growth in its email subscriber base, and local media attention.
The jeweller participated in the annual York Ice Trail by installing a six-foot-tall ice sculpture of a diamond trilogy ring outside its store on Low Petergate.
It also froze a laboratory-grown diamond solitaire ring from its York Rose Collection at the heart of the sculpture. People were invited to enter a competition to win the ring, with an RRP of £4,000, by entering online.
The company received more than 1,000 entries and can now add a further 500 email addresses to its list of verified customer contacts.
The retailer has sent all entrants a £150 off voucher that can be spent in-store (on purchases over £750) until December 31, 2023, in a bid to boost footfall and encourage sales for key gifting occasions like Mothers Day and Christmas.
Owner Kay Bradley, said: “The York Ice Trail is a great example of the type of local events and partnerships that fuel the success of Bradley’s Jewellers York in our home city. We can guarantee footfall as those walking the trail follow a map to each ice sculpture, giving us a unique opportunity to talk to potential customers from all walks of life.
“Seeing one of our rings frozen at the centre of the sculpture is always a conversation starter! Coupled with our competition, the local media, and social media push, this has been a great way to start the year.”
Bradley’s Jewellers York is an independent, family-run jewellery business on Low Petergate in York.