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Greis "wont advertise less in the
next few months — people will
think that I am going out of
business."
Consumers have gone away
from buying jewelry just for
occasions. Concept advertising
gives retailers heading into an
uncertain market a new angle as
to how to bring in new business.
With an average of 20 percent
of gross sales spent on advertising,
Gary and Richard Astrein of
Astrein's Fine Jewelry in
Birmingham use image advertising
and in-store promotions to attract
attention. "I don't feel a slowing in
the economy at the moment," says
Gary Astrein, who saw strong
year-end revenues.
Gearing ads to future markets,
which Astrein explains as the 18-
30-year-old crowd, and playing
into industry trends are two
ways in which Astrein will keep
afloat.
"Consumers need to know what
is happening. Just as there are
curves in price points in the fash-
ion business, finding a curve for
your customer at the right price
point is just as crucial in the jewel-
ry business," Astrein says.
For example, he says, "high-
lighting the hot diamond hoop
earrings at a promotional price
and promoting princess-cur dia-
monds in image ads are fresh
approaches to bringing in new
business. A general ad today is a
waste of money."

With all that comes standard on Saabs,
it's clear that safety is not optional.

Lease a 9-3
5-door

$339

Per mo:/
36 mos.

Amount due at

$ 2,482.86
lease inception
(includes down pmt , sec. dep.,
acq. fee & first mo. pmt)

Buy a 9-3
5-door

2.9%

At Saab, we design cars to perform safely,

not just in testing facilities, but in the real

world. That's why Saab engineers created the

world's first Active Head Restraint system:"

APR

designed to reduce the risk of whiplash. It

comes standard on all Saab models. As do

Available for Qualified Buyers

front and side air bags. And OnStae t

Visit your Saab dealer for
other attractive financing plans.

r
People who test drive a Saab, usually buy one. C

On Telegraph Rd. at the Tel-12 Mall, Southfield

48-354-3300 or Toll Free 1-800-354-5558

'Subject to credit approval. Delivery must be taken out of participating dealer inventory by April 2, 2001. Dealer financial participation may affect consumer cost.
Terms apply to a 2001 Saab 9-3 5-door w/5-speed manual transmission, in-dash CD. heated seats and sunroof based on MSRP of $29,170.00 (including destination charge).

LECTURE SERIES
IiS 2001

CELEBRATING THE ARTS WITH...

Life With the Legends
of Show Business

A Life in the
Newspaper Game

One-Of-A-Kind

For Howard Lazar, owner of the Gold
Loft in downtown Farmington, creat-
ing unique one-of-a-kind offerings will
be his way to tempt buyers in today's
market. In business for himself for 11
years, Lazar says he will ride the storm.
With a retail store located in a small
town, we're not trying to compete,
but rather focus more on what cus-
tomers want. The educated consumer
in these times will be a little more
selective and will want more value."
Retail analyst Silver agrees. "Smart
jewelry merchants are looking for ways
to differentiate themselves, other than
price. Great customer service will
become the 'norm' and the premier
retailers will develop new forms of
relationship marketing, recognizing
that jewelry is much more than just
merchandise. It is a symbol of many of
life's great events, and should be mar-
keted that way," Silver says. E

Monte Nagler

Kathy McKee George Cantor

Local Actress
and Talk Show Host

Well-known
Photographer

Detroit News
Writer and Author

April 12th 1:00 pm

April 19th 1:00 pm

April 26th 1:00 pm

FREE ADMISSION • COMPLIMENTARY REFRESHMENTS

Brought to you by

THE

TiKoNi

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24111 Civic Center Drive, Southfield
Limited Seating • Due to the popularity of our Lecture Series, R.S.V.P. to Libby at (248) 352-0208

3/30
2001

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