Nov 15, 2011

CT Business Marks 20 Years With Mix of Tradition and Trends

When Bob La Perla opened his fine jewelry boutique in West Hartford 20 years ago, his main mode of marketing was an advertisement in the newspaper. Since then, he’s maintained a modern approach to making his business relevant in an increasingly competitive landscape now cluttered by countless online jewelry stores.

For instance, the jewelry store is relying on text messaging to entice customers to come into the store. La Perla is running a text campaign in conjunction with the Hartford Courant where recipients can enter a drawing and win weekly prizes.

“The nuts and bolts of the jewelry business have always remained the same,” said La Perla Fine Jewelers Owner, Bob La Perla. “The major change has been technology. I’ve realized I have to keep up to stay in business and reach new customers.”

La Perla recently shot a video detailing what 20 years in business means to him. The video will soon go viral via upload on YouTube.

Technology has also created many challenges for brick and mortar jewelers such as La Perla’s. Now, husbands-to-be use the Internet to shop around for the best deal when buying an engagement ring. Rather than resisting the trend, La Perla Fine Jeweler’s has embraced it by offering to help in the process. For a finder’s fee of 1-3% of the ring, a La Perla jeweler will navigate a consumer through the complicated process of online buying.

La Perla is also applying a clever approach to the challenged economy. In honor of the store’s 20th anniversary, a customer appreciation sale event is going on from November 17th through January 7th. La Perla Fine Jeweler’s has secured more than $2 million worth of bank seized inventory and offering it up at deeply discounted rates. Customers will save up to 60% off of diamond jewelry, brand name designers, necklaces, earrings, pendants, pearls, bracelets, watches, estate jewelry and much more.

Additionally, during December, La Perla will participate in several special events including:
December 2nd- Blue Back Square, annual Holiday Stroll, hot cider and cookies served
December 8th- 5-8pm, Women’s Night to fill out holiday wish lists- a night of prizes, wine and hors d’oeuvres
December 15th-5-8pm, Scotch Tasting night for men

“I always try my best to keep pace with what’s current now,” said La Perla. “I’m just looking forward to the next 20 years.”

La Perla Fine Jewelers has been a fixture in West Hartford Center for two decades. Owner, Bob La Perla has more than 37 years of jewelry industry expertise. Since opening in West Hartford, La Perla Fine Jewelers has won five statewide jewelry design competitions and one national design competition, the 1999 National Award from Jewelers of America. Learn more at www.laperlajewelers.com.