Step 1: buy old jewelry. Step 2: take old jewelry apart and make beautiful customer pieces. Step 3: sell jewelry at an affordable price. Sounds easy, but Read’s Jewelers does it better than anyone else because they don’t miss the details. This isn’t just a turn and burn pawnshop, Read’s Jewelers are professional jewelers that deal only in jewelry. That means they’re able to provide better pieces for less than just about anyone around.
In the Read’s Jewelers advertising plan, we needed to educate people on how they were different to break down the usual bias people have against pawnshops. The marketing campaign’s goal was to get people through the door that would be likely buyers. That was achieved with memorable (arguably iconic) advertisements that made Read’s stand out from the pack.