Care Package

December 1998

Image:Valentine's Day

Care Package

One company eliminates gift-giving guesswork

Prepackage all the necessary gift goodies with your Valentine's Day promotional jewelry piece. That's what Di-Star, the Boston-based manufacturer of Hearts on Fire® and Sabrina diamonds and jewelry, did last year when it marketed the "Jan pendant" for the lovers' holiday.

To test the idea, Di-Star had 400 Japanese-style red silk boxes lined with black velvet made by hand and asked retailers to display the necklace inside the boxes. The package included a small card of parchment printed with a poem about love "melting the winter's frozen heart," appropriate to the season. There were also matching floral tissue paper and a black gift bag.

Salespeople used the packaging as a conversation piece, says Caroline Gorton, director of marketing for Di-Star. For male customers who aren't imaginative about presentation, she says, the "kit" ensures the gift inside will be well-received.

– Stacey King

Copyright © 1998 by Bond Communications.


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