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
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.
Copyright © 1998 by Bond Communications.