The dos and don’ts of in-store events | Featuring Garris Jewelers

In-store events can be a great way for jewelry retailers to bring in foot traffic and drive repeat business—but only if you do them right. From sparking excitement in slow seasons to clearing out aged inventory, a well-planned event has the potential to boost sales and deepen customer loyalty. But not every promotion is a winner, and there’s definitely a learning curve.

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To help you skip some of the trial-and-error, we spoke with Tiffany Crawford, the owner of Garris Jewelers. As the youngest daughter of Larry and Annette Garris, she’s been in the business since she was kid—back when she was in charge of wrapping bows on boxes! 

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With her years of experience planning memorable and effective events, Tiffany shared some of her biggest wins, key lessons, and the creative strategies that keep customers coming back.

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Here are her top Dos and Don’ts for making in-store events a success:

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The Dos

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Get creative with themes

Tiffany knows how to create excitement around an event and make the most of upcoming holidays. “For our Mystery Easter Egg Sale, shoppers would pick an egg with a percentage off inside it up to 50% off. That’s been one of our best,” she said. Not only does it drive sales, but it also gets people excited about the season and have something to look forward to.

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Offer surprise perks

Customers love a good freebie, especially when it’s unexpected. During their Shop Small Saturday Sale, Garris Jewelers gives swag bags to the first 30 customers—filled with goodies and marketing materials. It’s a small touch that creates buzz and draws people in early in the holiday season.

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Focus on your team’s motivation

Great events start with an excited staff. Tiffany keeps her team engaged through incentives like staff bingo, monthly sales goal gifts, and spiffs. “It makes a huge difference in performance and it's like Christmas every time for them,” she said. “It doesn’t have to be expensive, but my staff loves the thought I put into the gifts. It's honestly helped retain employees as well.”

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Plan for slower months

Not every month will be a blockbuster—but that doesn’t mean you can’t make the most of the slow period. Take Tiffany’s Christmas in July idea for example: “We do a Mystery Grab Bag—spend $50 but get at least $75 worth of product,” Tiffany said. “It helps during our slowest month of the year.” 

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The Don’ts

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Don’t ignore inventory opportunities

Older merchandise doesn’t have to collect dust. Tie it into events in smart ways—like offering it as a surprise gift or including it in themed promotions or product bundles. “We’ve given away free merchandise if it’s past 2 years in our inventory.”

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Don’t let costs get out of control

Running an event isn’t about spending more—it’s about spending smart. Tiffany reviews her expense report regularly and makes cuts when something isn’t providing a return. “If it isn’t producing us at least 2-3 times what we pay for it monthly, we cut it.”

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Don’t neglect marketing materials

Freebies are fun, but don’t miss the chance to add your branding into the mix. Swag bags with marketing materials help Garris Jewelers make a lasting impression—and keep their name in customers' minds even after they leave the store.

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Don’t let failures discourage you—learn from them 

Some events just won’t go the way you plan, and that’s normal. When Garris Jewelers first launched their Bridal Sale, they limited it to a single weekend—and it fell flat. “We did it for just a weekend and it wasn't successful in just the 2 days,” Tiffany said. But she knew how to improve for the next time around. “We tweaked it after speaking to another jeweler who had much success with their bridal event.” Now, the event runs all of June, offering deals like buy one band or engagement ring, get one 50% off—mix and match.

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Final thoughts

Tiffany Crawford’s advice proves that the most effective in-store events combine smart strategy, creative flair, and team buy-in. Whether you’re trying to spice up a slow season or go big for the holidays, these dos and don’ts can help you plan events that customers (and your staff) will love.

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Want more ideas for boosting retail performance and customer connection? Explore how Clientbook helps retailers like Tiffany deliver standout service and drive results year-round.

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