THE ONE, THE ONLY
DARAKJIAN JEWELERS
July 2006
To Whom It May Concern:
Charles Frey & Company conducted a ‘Passing the Torch’ sale in our store during the months of May and June 2006. This sale was specifically crafted to address our concerns about the public mistakenly believing my father was retiring, or that the store was closing. The theme was still able to drive business while respecting our wishes.
The advertising was coordinated with our stores and proved effective. Ads were designed by CFCO, copy was written by them and all were adjusted as we requested in every instance. They also worked with our mailing list, helping to adjust it to reflect bad addresses for the second mailing. After the final mailing, adjustments were again made to make the list more effective for our future use.
Gross margins fell during the sale as projected, but old merchandise was converted to cash as was also predicted. The net result was that we still showed a profit after expenses as well as a significant drop in dated goods. The gains made our customer base and public aware of our company, which are benefits that cannot be addressed in a balance sheet.
The site supervisor, Frank Walczak, proved useful both in coordinating all aspects of the sale and it’s advertising. He also was useful in helping with store duties and performed in a professional manner.
I would recommend Charles Frey & Co. to anyone interested in holding a short intense sale that is both effective in sales as well as cost effective. We had tried various ideas and sales in the past, none of which were as successful as the sale that was conducted with their help. Their expertise and professionalism were a major factor in the success of our sale.
Sincerely,
Ara Darakjian
ESTABLISHED 1964