Newsletter of The North American Celtic Buyers Association

T H E N A C B A N E WS
Newsletter of The North American Celtic Buyers Association
Contents
2 President’s
Message
3 Upcomming
Trade Shows
3 Welcome
New Members
4 Supplier of the
Year Awards
6 International
Buyers Dinner
Photos
8 00$
by Katie Paulosky
9 Celtic
Marketplace
Mark your calendars!
10 In Memory
11 Store Events
Generate Traffic
and Business!
11 Bright Ideas
by Lori English
12 FJMI Presents Gift
to NACBA
12 Welsh Love
Spoon
February 2004
Creating a Celtic Wedding
Members who attended our meeting at
Showcase Ireland got a sneak peek at
one of NACBA’s most highly anticipated initiatives, and their reaction was
exceedingly positive!
It is widely agreed that
there is tremendous potential to expand bridal and
wedding business in our
stores, and as a result of feedback from you and many,
many hours of research and
development, NACBA is
ready to proceed with the
first phase of a bridal program which is sure to make
your doors spin!
Some
years
ago,
Enterprise Ireland published
the Irish Wedding Catalog,
which was generally well
received
by
retailers.
However, because not all
shops carried all of the products advertised in the catalog,
it had inherent drawbacks.
When a customer could not
buy a product from the catalog in the store from which
they received it, problems
arose, frustration set in and
retailers eventually stopped
using it. But the idea was
good in principle – we saw that Enterprise Ireland
were on to something, and their work laid the foundation for our newest venture.
NACBA has taken the concept of a Celtic wedding guide and modified it to make it work better for
our members.
Creating a Celtic Wedding is an attractive booklet featuring customs and traditions, toasts and blessings as well as explanations of Celtic symbols. It is
designed for you to give free
of charge to your customers.
Published by NACBA,
Creating a Celtic Wedding
contains no advertising and
no reference to specific
products. However, a pocket
inside the back cover is
designed to hold advertisement flyers, which will be
paid for by manufacturers
and vendors and made available to you, the retailer, free
of charge. You choose the
inserts you want to include
in the books you give to
your customers. Participating vendors are encouraged to feature only their
most popular products on
their flyers, increasing the
likelihood that you carry
those particular lines.
Vendor inserts will be high
quality and will not feature
vendor contact details (websites or telephone number)
so you will keep the business, and prevent losing your customers to vendor or
other internet sites.
continued on page 6
President’s Message
The mission of the North American
Celtic Buyers Association is to facilitate
communication among businesses
involved in Celtic retailing in the USA and
Canada, and to develop and implement
programs of value to its members.
President
Neville Gardner, Donegal Square,
Bethlehem, PA
Vice President
Cynthia McBurney, Kathleen’s of Dublin
Portland, OR
Treasurer
Fran Siefert, Ballyhugh Irish Imports
Audubon, NJ
Secretary
Susan Banks, Faith & Begorra
Denville, NJ
Executive Director
Anne Tarrant
Board of Directors
Legh Burns, Celtic Crossing, NH
Ed Hansberry, Emerald Gifts, NJ
Liza Hendley, Fáilte Irish Import Shop, KY
Linda Low, Little Shop of Shamrocks, NY
Bobbie-Ann Marquis, Maggie Dailey’s, CT
Tracey Riley, The Life of Riley Irish Imports, CT
Peggy Sheehan, Sheehan’s Irish Imports, MO
Maureen Siegert, Shamrock Imports, IA
Cindy Washburn, Oxford Hall Celtic Shoppe, PA
The North American
Celtic Buyers Association
27 Addison Avenue
Rutherford, N.J. 07070
Tel: 201-842-9922
Fax: 201-804-9143
Email: info@celticbuyers.com
www.celticbuyers.com
2
T
he Farmers’ Almanac was correct
on the weather this past year and I
for one am happy to have made it
through and still be open for business. The
negative affect of weather in the midst of
our busy season caused me to have the ceremonial wrist slitting knives out for sharpening on several occasions! What could have
been our best December ever was down by
10% - a big hit at that time of year, especially as we were all set for a 10% increase!
We had invested in extra marketing and
arranged special events for strategic days
when we felt we could boost our business
to a level we had never reached before. The
lesson for me is that control of stock levels
at all times of year is vital, especially when
we depend on December business so heavily to clear payables. The term Black Friday
refers more to Christmas Eve or even New
Years Eve in today’s business climate.
With this in mind my trip to Showcase
in Dublin and Made in Scotland in
Glasgow took on a slightly different complexion than in previous years. Given my
concerns regarding stock control and budget I made the trip without staff so that I
could really keep a lid on purchases. I was
surprised by how few US buyers were present in Dublin. Obviously many other shop
owners had a similar concerns and decided
not to brave the Euro/Dollar exchange rate
which has put a whole new meaning on
expensive for Irish products. With the Euro
at $1.25 and the British pound sterling at
about $1.80 it forces us to look at whether
a product will still sell at 15% to 20% more
than it cost us last year. Predictions are all
over the place and nobody really knows
what will happen with these rates, but in an
election year its likely that it may stay the
way it is or even worsen a little before it
gets better. Obviously we need to use the
higher exchange rate to determine our pric-
ing and the levels of profit we can expect
this year. Know the price that our individual markets will bear is key to our success.
How do we handle this feeling of doom
and gloom? In my opinion, its needs energy, excitement, enthusiasm and working a
little harder. Things will get better as they
have in the past. Retail follows the same up
and down cycle as other business, and will
pick up again as the year progresses.
NACBA is working hard to bring you
promotions and tools to help you increase
your business. And you will find many of
your vendors are willing to take the extra
steps help you succeed. More and more of
our vendors in Ireland are willing to work
with you on promotional ideas and many
are willing to come to your shop to work
directly with your customers. Special instore events, signings, trunk shows, etc are a
great new way to create energy in our shops
and for our products.
Plan your store events for the entire year
now. Advance planning is vital to the success of your efforts. Use every means available to notify customers of your events –
mailing lists, newsletter, advertising and
press releases. Most local newspapers are
happy to give a mention to your events if
you give them the information in a timely
fashion, especially coming up to St. Patrick’s
Day when they are often looking for a connection to Irish culture. Make it easy for
them – if you provide them with a story
and photographs the chances are they will
use it. Writers with deadlines love a readymade story!
Your extra efforts will ensure that the
time and energy spent in planning events
result in additional business.
On a very positive note, NACBA has
many great new initiatives for you. Our
Creating a Celtic Wedding book is under
way, complete with advertising in the
May/June issue of Ireland of the Welcomes.
Our Tour and Travel Program enables any
NACBA member to receive commission for
selling a place on any CIE tour. Again, we
are supporting this with an ad in Ireland of
the Welcomes (March / April Issue). We are
working on an Irish Honeymoon Giveaway
in addition to the Home to Ireland giveaway, which you should be promoting at
full speed right now. Look out for the great
offer from Fragrances of Ireland who are
giving NACBA members a special price on
the Inis Travel Pack, which will be sold on
QVC on St Patrick’s Day. This is your
chance to match or even undersell QVC!
NACBA’s strong relationships with
Enterprise Ireland, CIE, Tourism Ireland,
The Crafts Council of Ireland and The
Welsh Crafts Council work to benefit all.
Cooperation and communication makes us
all stronger and more efficient.
In another such business relationship,
NACBA was recently presented with a
Presidential Chain Of Office from the The
Federation of Jewellery Manufacturers of
Ireland. (FJMI)
I was honored to accept this specially
designed silver and gold medallion, which
will be passed on to successive presidents of
NACBA. We appreciate the gesture, which
acknowledges the strong connection
between our members and jewelry manufacturers in Ireland.
In closing, let me encourage you to stay
focused, take advantage of NACBA’s tried
and proven events and promotions, think
outside the box and plan your events for
the year. Promotion and marketing will be
more important than ever this year so do
not reduce your advertising budget - if anything, increase it a little. Inform yourself
about the travel program, participate in the
bridal program and make Home to Ireland
zing in these last few weeks before St.
Patrick's Day.
Upcoming
Trade Shows
The Ireland Show
April 25th, 26th, 27th 2004
Secaucus, NJ
www.theirelandshow.com
Celtic Marketplace
Trade Show
September 12th, 13th, 14th 2004
Embassy Suites Hotel
Lombard, IL
www.celticshow.com
Welcome New
NACBA Members
General Members
Good luck and good business.
Norah’s Irish Imports & Gifts
Lockport, NY
The Grouse Claw
Hamilton, Ontario
Neville Gardner
President
The Tinker’s Cart
Clinton, MA
The Irish American
DePere, WI
NACBA Special from Fragrances of Ireland
Our friends at Fragrances
of Ireland have developed a
special promotion for
Molly's Irish Imports
Lincoln NE
The Irish Touch
Chattanooga TN
Cornish Corner
Mineral Point WI
NACBA members. The Inis
Travel Pack contains 30ml
cologne, 100ml shower gel
and 100ml body lotion and
wholesales at $14.95. This
item will be featured on the
QVC show on St. Patrick’s
Day at $27 plus s&h
(approx $4.50), so you will
be able to make it available
to your customers at a competitive price.
Associate Members
Irish Food Company
Arlington Heights, IL.
Importers and distributors of Irish, British &
Scottish foods including brands like Kerrygold,
Galtee, Erin, Odlums, Nestle, Cadbury, Jacobs,
Chef, Batchelors and many more.
Olde Irish Butcher Shoppe
Brighton, MA
Distributor of Old Irish Butcher Shoppe
products including sausages, bacon,
black&white pudding, boiling bacon, cured
ribs, hams, steak & kidney pies, steak &
mushroom pies and pork pies.
It will not be available in any other retail outlet in North America. Orders will
be accepted in the normal fashion through Accent on Irish Wares. Our thanks to
Fragrances of Ireland for their collaboration on this promotion.
Keltic Leather Crafts
Macroom, Co. Cork
Celtic leather products
Winner of Showcase Index Award 2004
3
Supplier
of the Year
Awards
The 2003 Supplier of the Year Awards
were presented at The International
Buyers Dinner and Awards Gala on
Sunday January 18th at the Berkeley
Court Hotel in Dublin. Co-sponsored
by NACBA and Enterprise Ireland, and
voted on by Celtic retailers in North
America, the awards acknowledge the
best in the business; those companies
who consistently provide outstanding
customer service.
Congratulations to all. NACBA
appreciates your outstanding service!
The Winners
And the winner is…
Supplier of the Year - Jewelry
1st.
Solvar
2nd.
Fadó
3rd.
TJH – The Jewellery House
(l-r back row) Michelle Henderson, James Import Company; Turlough Sheehan, Latchfords
of Ireland; John Condron, Fadó; Jean Clancy; Marcus Obernik, Solvar; Ruairi Curtin, Enterprise Ireland;
Liam & Sean O'Connell, Heraldry Names; Shane Maher, Shanore; Brian Schwer, TJH.
(l-r front row) Regina Sloan Kubiak, Solvar; Neville Gardner, NACBA; Maeve O'Malley, Enterprise Ireland;
Philip Gray, Philip Gray Fine Art.
Supplier of the Year - Gift
1st.
Reed & Barton / Belleek
2nd.
Latchfords of Ireland
3rd.
The James Import Company
Best Packaging
& Presentation
Shanore
Best Company
Representative
Jean Clancy
Best Promotional Support
Philip Gray Fine Art
‘Hottest’ Product
Heraldic Name Pins by
Heraldry Names
A special award was presented to Maeve O’Malley and Ruairi Curtin of Enterprise Ireland’s New York
office in recognition of their continuous support of NACBA and their dedication to the growth and development of consumer products in the North American Celtic market. Thanks EI!
Marcus Obernik and Regina Sloan Kubiak accept
Supplier of the Year Award – Jewelry for Solvar.
Neville Gardner and Ruairi Curtin of Enterprise Ireland
with Tess McElhinney accepting Supplier of the Year Gift Award on behalf of Reed & Barton/Belleek.
The North American
Celtic Buyers Association
would like to acknowledge
the valuable support of
the following Patrons of
the 2004 International
Buyers Dinner and
Awards Gala. Their
generous support was a
vital part of the event.
Amethyst Designs
C.A.P.S. Freight Service
Carraig Donn Knitwear
Fado
Michelle Henderson and Deborah Hall of The
James Import Company.
Turlough Sheehan proudly accepted the award for
Latchfords of Ireland from Neville Gardner and
Ruairi Curtin of Enterprise Ireland.
Latchfords of Ireland
Shanore
Solvar
TJH – The Jewellery House
Our sincere thanks to those companies that donated door prizes for The
International Buyers Dinner including
All that Glisters, Amethyst Designs,
Best Rep Jean Clancy with Neville Gardner.
Sean & Liam O’Connell of Heraldry Names won the
Hottest Product Award for their Heraldic Name Pins.
Blarney Stone Enterprises, Branigan
Weavers, Brian de Staic, CAPS Freight,
Carraig Donn, Celtic & Heraldic
Jewellery, Fado Ltd, Fragrances of
Ireland, Galway Crystal, Celtic Design
Collection by Higgins & Co., J&Z
Blackman, JMH Manufacturing,
Latchfords of Ireland, Liffey Artefacts,
Lochcarron of Scotland, Mullingar
Pewter, Reed & Barton, Philip Gray
Fine Art, Reed & Barton, Shanore,
Solvar, Stephen Pearce Pottery,
Tipperary Crystal, TJH Ltd.
Philip Gray took the award for Best Promotional
Support.
Brian Schwer of TJH, Shane Maher of Shanore and
John Condron of Fado accept their awards from
Neville Gardner.
International Buyers Dinner
and Showcase Ireland 2004
00$
by Katie Paulosky
Kathleen’s of Dublin, Portland, OR
James Bond would never have to call M to ask questions in the
middle of his mission. He is the ultimate Boy Scout, always prepared. Just like James your staff should always be prepared for
their mission, closing the sale!
Let's take the “bridal couple” for example. They come in all “lovey-dovey” and want
to look at your selection of wedding rings. And like any good consumer they ask all
kinds of questions. What sizes can you get it in? What millimeter sizes do they come in?
Can they add stones? How long does it take? Do you have any other styles? The questions are never ending, which isn't a problem because you, as the owner or manager,
know all the answers. The problem - you're sunning yourself on some tropical beach
and can't be reached! How does your staff get the answers they need to close the sale?
Product Books are the answer! Under our fine jewelry case we have a large three
ring binder full of our wedding ring vendors, each vendor has their own section tagged
with a code, so not to reveal our vendors. In each section we have pictures of all the
rings available, with all variations, a size range, ordering codes, and all prices listed
under each picture. Not only do our customers get to see any styles that we may not
have in stock at the time but our staff has all the tools they need to answer all the customers questions with confidence.
Let’s take another look at the bridal couple. Closing the sale is much easier and puts
money in your pocket today when your staff has the use of Product Books. When the
couple sees a style they like your secret agent of sales lets them know that the style of
ring in available in the combination they want, white gold 8.75mm for him and yellow
gold 5mm with diamonds for her. Even if you don't have any in stock your agents can
still close the sale by using your handy-dandy special order form.
In the front of your Product Book you have a special order form ready to go. I really
recommend using a special order form for different products. For example we have
designed a special order form for our rings. It makes it much easier for our staff to get
all the information for the order, including a space for our customer to confirm and
sign for the size of ring they want. From the Product Book your staff has the ordering
codes for the rings, prices to charge, turn around time, and have been able to close the
sale while you were drinking margueritas and watching the tide roll in!
I can't tell you how empowering this is for you and your staff to have these books.
My staff now has the ability to answer questions with confidence on a wide array of
products. We have Product Books for kilts and tartan products, Belleek, Waterford,
cloaks, pottery, and wedding rings to name just a few. Our staff doesn’t have to wait
for answers from management and our customers feel confident in our sales staff.
With so many wonderful vendors it is unrealistic to expect our secret agents of sales to
know everything about every vendor. But by giving them a place to get the answers, besides
the owners or management, you have given them tools to close the sale on their own.
Next time in 00$ we'll take a look at the dress code and how it can not only shape
up your secret agents of sales but also help your bottom line.
8
Creating a Celtic Wedding
continued from cover page
Here’s how to participate: Towards the
end of March, you will receive a sample
copy of the booklet with an order form.
The cost of each booklet will be in the
region of $1, with a minimum order of
100 copies. Promotional postcards will also
be available to you for a nominal charge.
You can order these postcards to send to
your mailing list or to hand out at Bridal
Shows. The order form will also include a
list of participating vendors, and by checking the ones that you carry in your store,
you will receive the corresponding number
of flyers for each vendor. You will receive
your booklets and inserts by mid-April.
The booklet is not dated, so it has an
unlimited shelf life.
There are so many ways that this book
will be useful. Apart from attracting customers to your store to pick up a copy, you
can use it to create add-on sales. When
customers who are interested in wedding
rings come into your shop, you can use the
book to introduce additional products.
So often customers come on a busy day
when it’s not possible for you to spend
extra time selling future business, bridal
registry, etc. Creating a Celtic Wedding will
help give your customer information to
create that return visit for other wedding
items you carry.
Tying in with the launch of the booklet,
the May / June issue of Ireland of the
Welcomes will feature a full page advertisement encouraging customers to visit your
shop to pick up their copy of Creating a
Celtic Wedding. It is our experience that
this type of offer elicits a strong response.
Readers will call NACBA to find a participating store near them. If you are not participating (i.e. did not order copies of
Creating a Celtic Wedding), we will send the
customer to the next nearest store. You
don’t want to miss out on this opportunity
to attract new customers, and offer existing
customers something special!
Creating a Celtic Wedding is sure to be a
winner for your business!
Brian and Mairead deStaic pictured with
their rep. Paul Mackey.
Sean and Mary Kelleher of Keltic Leather Crafts were
among the INDEX winners at Showcase.
Congratulations to the Crafts Council of Ireland, Expo Ireland and Enterprise Ireland on
another terrific Showcase! New graphics and a visual facelift gave the event a vibrant updated
look, and the newly decorated International Buyers Lounge was much appreciated.
One of our favorite additions to the show was INDEX, a competition that awarded the top
100 new products at the show. NACBA was represented on the panel of judges by former
Board Member, Martha Forde of Celtic Centre, KY. Among the winners were NACBA members Fado Jewellery, JMH Manufacturing, Keltic Leather Crafts, The Cat & The Moon and
TJH. All 100 winning products were beautifully displayed inside the main entrance, making it
easy for buyers to see the best of what’s new in five different categories – Jewelry, Craft & Gift,
Celtic Showcase, Fashion and Tabletop & Interiors.
September 12, 13, 14, 2004
Celtic Marketplace Trade Show
Embassy Suites Hotel, Lombard, IL
Register now at www.celticshow.com
Mark Your Calendar
and Make Your Plans
for “The Buyers Show”
or by calling (201) 842-9922 and get
one free night accommodation.
(Limited to the first 100 stores to register)
Brian deStaic
Wins International Award
After 22 years in business, Brian de
Staic is widely recognized internationally.
Brian de Staic Jewellery was recently
awarded with the prestigious International Star Award in Geneva, Switzerland. The award was presented by the
Business Initiative Directors for corporate achievement in recognition of outstanding commitment, quality, excellence and prestigious performance. From
its headquarters in Madrid, Spain, BID
assesses companies’ commitment to customer satisfaction, communication and
leadership; planning and decision-making excellence; development of human
resources and training; and management
and production systems in companies
from 166 countries around the world.
Since the inception of the awards in
1975, BID has presented the coveted
International Star Award for Quality to,
among others, Coca Cola, McDonalds,
Sheraton Hotels and Getty Oil Co.
Brian deStaic Jewellery is a new line for
Paul Mackey, who won NACBA’s Best
Rep Award for 2002. “I am delighted to
work with Brian to develop his North
American market”, said Paul, “In addition
to highest quality design and craftsmanship, I can promise our customers the service and support they require and deserve”.
9
✃
A Verse for your Younger Customers.
One clever shop-owner printed this verse and sent
it to first-grade teachers in her local school before
St. Patrick’s Day. Just clip and copy on your
store stationery.
The Story of St. Patrick
A long time ago in Ireland
from Britain where he came
was born to us a special child
and Patrick was his name.
When he was only 16 years
he was seized and made a slave
upon the hills of Ireland
his life was sad and grave.
He was left to herd the cattle
and left to mind the sheep,
and cold beneath the starry night
is where he had to sleep.
But clever Patrick ran away
and took a brave man’s trip,
went all the way to the coast side
and there he found a ship.
At last he was at home again
his parents thrilled to see,
their son returned so safe and well
and happy as could be.
One night then Patrick had a dream
to return to Ireland,
he prayed for help along the way
and a journey soon was planned.
He went to France became a Priest
studied Christianity,
and then returned to Ireland
to set the nation free.
He told the people of one God
oft hard to understand,
but his words of power swept right through
and all across the land.
He built churches where he traveled
where people came to pray,
and converted many people
each and everyday.
And when he died his legend lived
in a land so green and quaint,
they gave to him a special day
and now is our patron Saint.
So now on March 17th
is a very special date
marks the legend of St. Patrick
we must all celebrate.
With music, song and wearing green
put a smile upon your face,
because it says to us that Ireland
is a very special place.
10
In Memory
Mary Flaherty
Our dear friend and associate, Mary Flaherty, died in November 2003, after a
valiant fight with cancer. Mary was a dominant figure at all our trade and hotel
shows. She was a brilliant and innovative designer, a mentor and a role model.
Mary was a woman of our times, the genuine article, and a real character. Her
memory and friendship validates that our industry is more than a “niche market”, we have made true friends and have had our lives enriched by them. This years trip to the Dublin
Trade Fair was a pilgrimage for Mary. I met with her closest friends, her brother Ciaran and his wife,
Josette. Judy Greene took me to Mary’s grave. Each occasion ended in tears of laughter. Mary would be so
pleased by the way we are mourning her loss. She quite liked being the center of attention and she certainly
enjoyed a party. As Peig Sayers said “we’ll not see the likes of her again”.
Mary Foley Reilly, Celtic Centre, Spring Lake, NJ
Kathryn Wittenbrink
Kathryn Wittenbrink, owner of Cragan’s Irish Import Shop in South Bend, IN, passed away on
November 30th. A longtime active member of NACBA, Kathryn was a familiar face at all the trade shows,
and will be sadly missed. Her husband Larry will continue to run the business with the help of Barb Mickow
and Jill Joachim.
Jim O’Connor
Jim O’Connor who passed away on January 20th, 2004 was a key figure in the
Irish jewellery trade. The members of NACBA, particularly the longer established
outlets, will remember Jim O’Connor as one of the first regular visitors from
Ireland to their stores. He pioneered the initial trade exhibitions, which have now
developed into major export opportunities for manufacturers of Irish goods. He
attended these shows for many years and was always delighted to meet the Irish/American retailer, many of
whom had become his firm friends. He enjoyed his trips to America where he especially loved to drive and
explore and to meet his old friends.
Jim was passionate about the jewellery business and along with his responsibilities as Managing Director of
James S O’Connor Ltd he gave freely of his time to the Federation of Jewellery Manufacturers of Ireland where
his company are prominent members. Fortunately last December Jim’s long service to the federation was recognised and at the 40th anniversary dinner he accepted an award recognising the O’Connor family’s involvement
in the founding of the FJMI. The award was a lamp incorporating the statuette of a golfer, another one of Jim’s
life long passions.
He served two terms as chairman of the Federation and was instrumental in developing the membership and
promoting the need for training within the trade. Jim was also a member of the Company of Goldsmiths of
Dublin, which has the responsibility for the hallmarking of jewellery; The Goldsmith’s Company is the only
remaining city guild and was established in 1637. Jim served with distinction as Master Warden of the company on two occasions in 1984 & 1997.
Everybody who knew Jim found him to be great company and he was always ‘the life and soul of the
party’ The Irish jewellery trade is poorer for his passing, it is doubtful if we will see his like again.
Jim’s company James S. O’Connor continues to trade and is run by Jim’s daughter Bernadette and her
husband Noel O’Farrell.
Jim will be sadly missed and is survived by his beloved wife Colette, Daughters Bernadette, Yvonne,
Jacqueline, Irene & Madeline, & Sons Thomas & James.
Joe Harbourne, J.M.H. Manufacturing,Chairman, FJMI
Store Events Generate
Traffic and Business!
Here’s a couple of tried and tested events that are easy to organize and
fun to do, and will generate a buzz in your store!
your advertising and publicity into gear. Send a press release to
your local media, feature in your store newsletter and print flyers to
be distributed locally and mailed to your customers. Contestants
register at the store on the day of the competition. Assign a number
to each man and pin the number to his kilt. Hire a piper to provide
atmosphere as each man struts his stuff in front of the judges. Offer
three prizes such as $50, $25 and $10 gift certificates. Finally, but
Best Men’s Legs in a Kilt
Competition!
most important, send a photograph of the winner along with a
Now here’s an event that’s sure to get you free
Soda Bread Baking Contest
publicity! Our President Neville Gardner ran
press release to local media immediately afterwards.
This idea has been around for a while – but it still works! Why
this competition last year and it was a tremen-
not give it a try this year? You’ll be delighted with the results! Here’s
dous success. Here’s how it can work for you:
how it works: Customers do the baking and the judging. Prizes are
Choose the date for the competition
usually given for the top three breads, and can be gift certificates of
(Neville’s was on the Saturday before St. Patrick’s Day from 1pm to
$50, $35, $25. Customers bring the breads in on the morning of
2pm. The weather cooperated for once, so he set up outside the
the event. Each one fills out an entry form and gets a number.
store and literally stopped traffic!).
Breads are cut and placed on a table. Supply tea, butter and jam.
Choose three female ‘celebrity’ judges – and choose wisely! Your
Customers each get 1 vote. At the end of the contest, votes are tal-
line-up should include a media personality, newspaper writer or
lied and prizewinners announced. This is great low cost entertain-
radio show host or other person who can enhance your publicity
ment and the customers really love it! As with all your store events
efforts. Neville had so many ladies wanting to be judges that he
it must be well advertised, in store, and elsewhere. This builds vol-
auctioned off a judgeship at a separate event!
ume on the week before St. Patrick’s Day, and the success increases
Once your date, time and judges are in place, it’s time to kick
Bright Ideas
by Lori English
Celtic Heritage,Gatlinburg, TN
Keeping your shelves full is important, but pull the items that
as you do it over several years.
displayed on each t-shirt the boys receive. They take them home
and wear them for a full year. At a cost of $250 this is cheap
advertising.
Make sure you join the Chamber of Commerce. Not only will
you be listed in the promotional material for locals as well as
tourism, but other marketing avenues are open at reasonable fees.
Many Chambers have a web site that can be linked to your site for
have been there for a while and put up new merchandise. Also,
free or at a minimal cost. There are often contests within Chambers.
rearrange your merchandise - I mean the whole store. It is amazing
For example, the best decorated shop for Thanksgiving or
how many people will think you have sold everything and have
Christmas. The winners get mentioned not only to members, but
totally restocked.
also to the public in newspapers and/or radio and TV. This gets your
Here’s a little trick that doesn't cost a thing unless you want to
write off the cost as advertisement: take one wearable item that is
name out there to people who might not normally seek you out.
Nothing works better than a positive attitude. We work hard in
truly unique, truly beautiful, truly eye-catching and have a friend
our store not to SELL anything to anybody. Sounds strange, but we
wear it at their place of employment. You will be surprised how
want people to have a good time in the store. We set an environ-
many people will ask where they got it. We recently had a lady
ment in music playing, cheerful conversation, and freedom to look
wear one of our capes (she had purchased it) at work. We sold two
around all they want. You can't imagine the number of people
capes as a result!
who come in saying “Aunt-so- and-so, or my neighbor, or my sis-
Another type of advertisement that works well is sponsoring a
ter, told me to be sure and visit your store”. And guess what? They
youth sporting event, especially one where people come to partici-
almost always buy something! We firmly believe that, even if they
pate from other areas. We sponsor a football event where approxi-
don't buy anything this time, they will when they return IF they
mately 1,500 boys come to play. They bring their families with
had a good time being in the store.
them and these people bring dollars to spend. Our store name is
I hope these ideas will work for you.
11
Congratulations!
…to Alex McGrath of Donegal
Imports, Chicago, IL who is
celebrating 25 years in business.
…to Mary Rose Teahan of Irish
Imports Teahans, Chicago IL who is
celebrating 40 years in business.
Our next issue will feature the story
of Teahan’s, and Mary Rose will share
her knowledge, memories and
observations with us.
…to NACBA Member Orla O’Malley
Daly, Irish Castle Shop, San Francisco
who gave recently gave birth to a
son, Ultan.
FJMI Presents Gift to NACBA
Joe Harbourne, Chairman of FJMI (The Federation of Jewellery Manufacturers of Ireland)
presented NACBA President Neville Gardner with the Presidential Medallion.
At the International Buyers Dinner in Dublin, NACBA received a very special gift from the
Federation of Jewellery Manufacturers of Ireland. The NACBA Presidential Medallion, featuring the NACBA logo will be handed down to each new NACBA President. “I am honored to
accept this meaningful gift on behalf of NACBA,” said Gardner. “Relationships with organizations such as the FJMI are important to NACBA and such cooperation and friendships yield
mutual benefits on many levels”.
Celebrating its 40th anniversary, the FJMI was founded in 1964 by jewellery manufacturers
to safeguard their trade, skills and craft which have been handed down through the generations. Members include Brian de Staic Jewellery, JMH Manufacturing, The Jewellery House,
Tara, Solvar, The Cat & the Moon, Jewel Art, Ogham, James S. O’Connor, Facet and Fado.
The Welsh Lovespoon
Lovespoons originated as a courtship custom. A man would carve a
small spoon out of one piece of wood, and then present it to a girl as
a gift. If she accepted the lovespoon, it was taken as a token of
betrothal. The original lovespoons were intended to be worn secretly
on a ribbon around the neck. Gradually the custom became widespread and lovespoons were carved larger and more skillfully in
order to impress a woman with the donor’s craftsmanship and commitment. Symbolic decoration was used, such as an anchor for faithfulness, a house or a teapot for material wealth, chain work for bonding and of
course a heart for love.
The wooden lovespoon became too large to be worn around the neck and instead
became a work of art to be displayed on a wall. Such spoons are often given today
as family or wedding gifts. In many parts of Wales the word used in Welsh for a
lover is still ‘sponer’ (literally meaning ‘Spooner’).
12
The March / April issue of
Ireland of the Welcomes features
a full-page advertisement
promoting NACBA member
shops as the perfect source for
information on tours to Ireland.
Have you signed up with us as a travel
partner? Why would you not want to
turn all those customer travel questions
into revenue for your store? Call us now
at (201) 842-9922 to learn how you
can sell travel to your customers.