Pearls and Paperbacks
A Chicago jeweler joins a book promotion
'A treasure so flawless it has no price. But those who possess it pay
dearly." This steamy teaser on the cover of romance novelist Emilie
Richards' new book Beautiful Liesintroduces yet another fictional
plot built around a piece of jewelry or a gemstone, this time a mysterious
Australian pearl. While such books and movies are thought to gradually arouse
readers' interest in jewelry, one jeweler is hurrying the process along
by getting involved with the book's release and promotion.
C.D. Peacock, Chicago, IL, and publisher MIRA books are cosponsoring
a contest inspired by the plot of the book. The companies are asking Chicago
residents to submit short essays describing a special family heirloom and
its personal significance. The entrant with the most moving and original
submission will receive a 10mm Australian South Sea pearl pendant, designed
by C.D. Peacock for the contest and worth nearly $2,000.
The jewelry store and publisher use the same public relations agency,
which saw the book as a perfect marketing opportunity, says Graciella Thalacker
of C.D. Peacock. The agency has been promoting the contest with press releases
to the Chicago news media, resulting in newspaper articles and TV interviews
with Richards and C.D. Peacock President Joseph Murphy.
The store also held an in-store book signing.
"We're Chicago's oldest retailer, so on top of all the entries we've
had a lot of customers telling us members of their family shopped at C.D.
Peacock and passed things down through the generations," says Thalacker.
"It's been a wonderful tie-in for us."
by Stacey King
Copyright © 1999 by Bond Communications.