Sears Watch and Jewelry Repair Service, owned by Dave Mancia GG, GIA, is located on the third floor of the Sears store in the Los Altos neighborhood of Long Beach, CA. Being on the third floor presented a marketing problem for owner Dave. For several years, his only outreach had been a single A-frame display with a single panel (despite being two-sided) announcing his tucked away location and menu of services.
Dave’s single sign external sign was showing wear and age. The photo shows two issues:
- The coroplast panel was not properly inserted into the sign frame, resulting in abrasion damage to the corners
- The colors have faded from UV damage
But, the important issue is that the Los Altos Sears building has two main entrances and Dave had only one a-frame sign. But Dave had another sign problem, this one inside his third-floor workshop. Mounted on his swinging counter door was a foamcore sign that had begun to degrade. The photo below shows the corners peeling away from customers inadvertently picking at the exposed depth of the foamcore panel. The old sign was also suffering from age-related color shifting. Dave knew he had to do something.
Dave at Sears Watch and Jewelry Repair is a master watch repair craftsman and expert GIA certified jeweler and he knew he needed to let the world know about his business in a better way.
The first step was to get another A-frame display for the other main entrance, this time with panels on each side to double his exposure. He also replaced the sign on his swinging counter door with a bright new sign and a thinner, denser substrate less likely to be picked at. Dave also wanted to highlight his own custom jewelry and to that end we partnered with Dave to create a library of jewelry signs to take advantage of the slat-track panels already in his studio.
Here are the new external and internal signs for Dave Mancia’s Sears Watch and Jewelry Repair Service at the Long Beach Sears. First, the panel for Dave’s second A-Frame for the other main entrance and the new counter door sign mounted on PVC to deter idle fingers from picking at it.
And here are images of Dave’s rings on his slat-track wall.
As you can see Dave Mancia is a creative and talented master craftsman and jeweler and he now is projecting his presence and talents in a manner that is consistent with needs and requirements of co-branding with Sears. Dave now has fresh advertising and branding at both main entrances of the Long Beach Sears building. He also has a tasteful way to open conversations with customers about his own custom-made jewelry because the beautiful images on his studio wall cannot be ignored.
If your business is in need of improved