I’ve heard it a million times from jewelers around the country: How can I make Hollywood events relevant to my store? Well, here’s one idea, compliments of Schwarzschild Jewelers in Richmond, Va.

When musician Jason Mraz invited his mom, June Tomes, to join him at the Grammy’s, the Richmond-area resident needed jewels worthy of the event. Enter Schwarzschild, who worked with her to find the perfect jewels to accessorize her gown. Did working with Tomes earn them recognition on the world stage or immediate gratification in the form of sales? Nope. But it did something even more valuable for an independent jeweler: it got their name out locally and boosted their reputation as the go-to jeweler for fashion and style. Click here to see for yourself.

JCK