Maxon Fine Jewelry, Springfield, MO

Maxon Fine Jewelry has been providing unique, quality jewelry in the Springfield, Mo., area for almost 50 years. When Rick and Jane McElvaine bought the business from its founder in 1994, they dreamed of the day when they could move the store from its shopping center location into a freestanding building.

That dream came true in 2018 when the McElvaines completed construction of a beautiful new building on the popular southeast side of Springfield. Their only concern was that the property had an easement that sported a large digital billboard.

“We were excited that we would finally be able to have our own sign in front of the new building, and knew that with the proximity to the digital billboard we would have to do something with our sign that would make us stand out,” said Jane McElvaine.

The McElvaines called in the experts at Springfield Sign to help. They designed a double face pylon with the Maxon name and logo. Below the logo are back-to-back 10mm digital message centers from Watchfire Signs.

“Our message centers really help us stand out,” said McElvaine. They use the message centers to advertise the high-end products they carry, including Rolex and Tag Heuer watches, as well as Verragio and Hearts On Fire brand engagement and wedding rings.

“The signs are really flexible and allow us to use video and high quality photographs to showcase our jewelry,” said McElvaine, who noted that she was surprised at how easy it is to program the signs using Watchfire’s Ignite content management software.

“We wanted Maxon to have the best user experience with the signs and that’s why we specified Watchfire,” said Lisa Watts, customer service manager at Springfield Sign. “Watchfire is known for its reliability and easy-to-use software interface.”

The move has been successful. Sales increased by 20 percent the first year as the location and signs were able to reach its regular customers and influence new demographics.

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