Gables Gems

Coral Gables, FL

INVENTORY REDUCTION SALE

Gables Gems, located on Miracle Mile in beautiful Coral Gables, Florida, is a fine jewelry store specializing in diamonds, colored gemstones, pearls, and unique jewelry designs. It is owned by the brother/sister team of Miguel Gutierrez-Sampedro and Cristina Gutierrez-Taquechel, both of whom were born in Cuba and came to Miami with their parents as children.

After 24 years in business—19 in their current location—it was time to significantly reduce unwanted and underperforming merchandise. The Gordon Company was selected to run a major sales event from December to mid-February.

The Goals

Sell the vast majority of the aged, owned inventory
Use strategic discounting to liquidate most of the items
Create unique, tailored promotional media to accomplish the desired results
Find unique ways to market to their clientele in South America

“We chose The Gordon Company as a partner in our sale because they were as passionate as we are about our business. We did 10 times the business of last year in the first week and saw clients who we hadn’t seen in years.” – Miguel Gutierrez-Sampedro

Unique Challenges

Bilingual advertising was necessary in order to target both the English-speaking and Hispanic-speaking communities
WhatsApp was used to promote the event to the store’s current customers, both in and out of the country
The Super Bowl in Miami occurred during the term of the sale, and out-of-town tourists needed to be targeted with a variety of unique and clever advertising techniques
Everyone in the Miami area needed to be blanketed with the message that a major jewelry liquidation sale was underway
A high-profile robbery occurred during the sale event that was only a block away from the store, but we were able to overcome the potentially negative news and still garner great results

“Todas las combinaciones de cosas que ellos (The Gordon Company) organizaron para nuestra venta hicieron que fuera un éxito. En realidad, cuadruplicamos nuestras ventas del mismo período en años anteriores”
(“All the combinations of things that The Gordon Company organized for our sale made it the success that it was. We actually quadrupled our sales from the same period in previous years.”) – Miguel Gutierrez-Sampedro

The Results

The event generated over 3.5 times the sales compared to the same period last year
Of the total sales, 99% were the client’s original inventory
116 new customers were acquired, accounting for 18% of the total sales

“We did the right thing in hiring The Gordon Company to run our sale. They were extremely professional, and the results we achieved were significant and well beyond our wildest expectations.” – Miguel Gutierrez-Sampedro