Pearls and Paperbacks

July 1999

Image

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.


 

HomeAsk the ExpertBrainstormStatsSite of the WeekConsumer Press Scan
Your Business On-LineCalendarMagazine & Site ArchivesStaffSite Map
Professional Jeweler EventsGuide to Electronic Services
Classified On-LineJA Certification Study Session

Home Ask the Expert Brainstorm Stats Site of the Week Consumer Press Scan Your Business On-Line Calendar Staff Site Map