Sales

M J CHRISTENSEN, LAS VEGAS, NV
4 locations

Buxbaum Jewelry Advisors (BJA) was selected to run a store closing/consolidation sale for the eminent Las Vegas AGS jewelry chain.  M J Christensen is the oldest jewelry chain in Las Vegas with an excellent and well-established reputation.  This guild store wanted to close two underperforming mall-based locations while refocusing on their business in their two freestanding flagship stores.   The owner was concerned with protecting the chain’s reputation, and BJA worked with him to ensure that the sale did not harm or undermine his 70-year history in the Las Vegas market.

BJA spent considerable time in developing the proper marketing strategy that would create the sense of urgency required in a store closing sale, while keeping the M J Christensen reputation unharmed.  Signage was designed to maintain and promote a guild environment and advertising was created to emphasize the consolidation sale.

BJA’s strategic analysis uncovered the opportunity to run a loose diamond event during the sale.  Advertising was strategically placed around the Greater Las Vegas area, and the promotion resulted in the movement of a considerable amount of semi-mounts and loose diamonds during a traditionally slow time of year (July, August, and September).

BJA also augmented the sale with inventory form select NYC vendors whose brands maintained and enhanced the integrity of an AGS-designated store.  David Yurman inspired designs, cultured pearls, platinum and 18K bridal and diamond fashion goods were brought in to appeal to the discerning clientele.  Several in-house promotional events were held, each exceeding the expectations of the owner.

Systems were put into place to ensure accurate reporting of the additional inventory, and a detailed marketing plan was implemented to maximize recovery during the sales event. The sale exceeded projections by over 40%.  The cash generated from the sale far exceeded the sales plans resulting in a win-win situation for all parties involved.