Night on the Town
Jeweler treats customers to memorable music event
As hard-working volunteers know, community involvement often
returns special perks, such as good seats at performances or
admittance to society parties. When one such gift came their
way, the owners of Sarah Leonard Fine Jewelers in Los Angeles,
CA, used it as a chance to treat their best customers like royalty.
Jeff Abell of Sarah Leonard is a member of the Royce Center
Circle, a fund-raising group for UCLA's new state-of-the-art
concert facility, Royce Hall. When "America Rhythm &
Tune," a tribute to Duke Ellington featuring Wynton Marsalis
and the Lincoln Center Jazz Orchestra, came to town, Abell got
a pile of free tickets. This was around the time Sarah Leonard
changed its name from Crescent-Westwood Jewelers to resolve a
dispute with jewelry chain Crescent Jewelers.
"We wanted to find new ways to promote our name, to transfer
goodwill from one name to another," says Abell. So he and
his wife, Linda, invited about a dozen couples, people who were
among the store's better customers, to attend the event with
"They were all people who didn't know each other but
who we thought might get along," Abell says. Customers met
at a restaurant where Sarah Leonard sponsored a cocktail party
with "substantial hors d'oeuvres" rather than dinner
so they wouldn't get too full before sitting through a concert.
The Abells took everyone to the concert hall in a shuttle bus
they rented from UCLA. After the concert, the group attended
a VIP reception.
"It was a nice evening out, and we still get comments
on it," says Abell. "I don't think it generated any
direct sales, but it was enormously successful for us."
Another benefit: the Royce Center Circle recruited a few new
members from Sarah Leonard's customer base.
by Stacey King
|Jeff and Linda Abell of Sarah Leonard Fine Jewelers
pose with Wynton Marsalis backstage at the America Rhythm &
Tune concert in Los Angeles. They treated some of their best
customers to a night at the concert.
Copyright © 1999 by Bond Communications.