LED Sign Catches More than Business for PA Jewelry Store

With Valentine’s Day just days away and consumers estimated to spend $4.4 billion on jewelry this year, jewelers are eager to find the best way to attract new customers and increase foot traffic. Decker Diamond Jewelers in Ebensburg, Pa., has found an innovative way to do both with the installation of a high-resolution Watchfire LED sign.

Decker Diamond Jewelers, a premier jewelry store and source for diamonds, has served the Johnstown and Altoona area for more than three decades. Within months of having their full-color 16mm LED sign installed, Decker Diamond Jewelers Owner Dan Decker estimated the sign had attracted an additional 700 to 800 new customers.

Decker explained, “When we ask new customers what brought them in, the responses are interesting. From, ‘I don’t know, but where is the piece that is on the sign,’ to ‘I pass the store often, but something drew me in.’” Clearly, Decker stated, advertising on the Watchfire LED sign is making an impact.

Ralph Lovette, sales manager for local sign dealer, Minahan Sign Company, was instrumental in helping Decker Diamond Jewelers select the right sign for their retail location. Lovette explained, “Competitors in our area often promise customers their signs are ‘the same as Watchfire,’ but once we can sit down with them and compare the factory warranty, customer support six days a week, service warranty agreement, country of origin (U.S.), quality and features – such as automatic dimming, time and temperature, and RF wireless communications – it’s clear to them why Watchfire is the best in the industry.”

Decker Diamond Jewelers has used the Watchfire sign in some unexpected but effective ways. During the holidays, they posted advertisements like “Your wife Becky’s present has arrived. Come pick it up.” This approach prompted area husbands to shop on impulse for their wives, a key way to stimulate sales growth.

The LED sign had unexpected benefits as well. After an unfortunate theft at the store on November 6, 2012, Decker used his Watchfire sign and posts on Facebook to publicize security footage. That publicity was instrumental in helping police identify and arrest the suspects. “People were calling, driving by and even stopping to photograph the sign,” he explained. Within a day, the suspects in the surveillance images had been identified.

Decker Diamond Jewelers’ Watchfire LED sign has been so effective in part because of its superior image quality and reliability. Decker indicated that Watchfire’s industry-best 5-year warranty, personalized customer support and Ignite® Graphics Software were important factors. He added, “The return on investment is far quicker than I expected.”

As Valentine’s Day approaches, Decker Diamond Jewelers is prepared for strong sales, spurred by advertising on their Watchfire LED sign. Confident about the upcoming holiday, Decker described the sign as “one of our best business decisions.”