A high-end boutique specialising in the sale of luxury necklaces and earrings might find itself in the headlines for all the wrong reasons during a recession.
But one such store has not only managed to thrive during the economic downturn, but has also secured itself vital online PR on one of the country's leading business websites.
CNNMoney explored the successful marketing methods adopted by Dallas-based retailer Eiseman Jewels in a recent Q and A feature entitled 'Turning customers into repeat buyers'.
In the article, Richard Eiseman Jr, owner of the luxury store, revealed some of the methods by which he is ensuring its continued success as people turn away from high-end purchases and tighten their belts.
And when it comes to getting noticed, the key - as with most things in life - is to do everything to highlight the uniqueness of your offering and stand out from the crowd.
"Find ways to get exposure by doing something unique," he told the publication. "Host a charity event in your store. Have the local school sell something at your store. You have to get foot traffic in based on some expectation other than buying."
Mr Eiseman provided the invaluable advice as he prepares for the roll-out of a new mailing list to target customers. According to CNNMoney, he is attracting people to register by sending direct mail correspondences that offer them free valet parking at the local mall and also promise the chance to win a $5,000 gift card in store.
To supplement the success of his mail marketing, Mr Eiseman also spreads the word to existing customers with personalised phone calls, informing them of new developments and offering reasons for their repeat visits.
On his company's website, he explains that what makes Eiseman Jewels different is inherent in the way it does business.
"Our sales staff is committed to building relationships, not make sales," he said. "Customers who come in are given a lot of time, care and service. Our business is built on return buyers. They remember the experience they had in our store and come back because they're comfortable."
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