When you’re buying jewelry for that someone special, you want to be sure that it’s a memorable, meaningful purchase. Jewelry shops have long offered initializing of rings and such, but creating a personalized piece? That’s the specialty of John Christian, a multigenerational family business based in Austin, Texas. For nearly two decades, John Christian has been a leader in manufacturing bespoke jewelry.
A recent email from John Christian used the subject line, “Big Things Come In Little Packages!” tapping into the thrill of pleasing a loved one with a piece of jewelry. Please check out the slideshow below for a quick look at how John Christian dangles the promises of personalized design, and a hefty discount, to make the sale.
Paul Bobnak is the research/content director for Direct Marketing IQ. He's also the archivist at Who's Mailing What!, which houses the most complete, searchable and fully online library of direct mail and email in the world. Paul can be reached at firstname.lastname@example.org.