San Francisco–based fine jewelry brand Sethi Couture sent an email out to its customers last week inviting them to bring their personal ring collections into its Los Altos, Calif., store for a “Stack Band Party,” Sept. 22 and 23, from 11 a.m. to 6 p.m.

Here’s the party’s premise, according to the invite: “Bring in your personal collection of rings and bands and the Sethi Couture designers will mix, match, and help you style your very own stack.”

I’ll admit that the idea of asking people to bring in their own, old rings was initially a bit of a head-scratcher for me. But after mulling it over (and you likely came to this sooner than I did), I realized that throwing an event that acknowledges the shopper’s desire and need to find looks that blend perfectly with their existing jewelry flirts with brilliance.

The setup is ideal for sales. You have ring enthusiasts coming to your store with their rings literally on hand. And as the brand and retailer, you have a selection of stackable rings—all the tools you need to make whatever’s on their finger look brighter, prettier, and miles more luxe.

And there’s an added incentive to buy—all ring buyers during those two days will receive a gift with purchase. This is a low-cost, potentially high-yield event that could easily be borrowed to promote a single brand in a multibrand jewelry store. Its premise could also be applied to virtually any jewelry piece, including pendant necklaces, stud earrings, and bracelets.

(Images courtesy of Sethi Couture)

Emili Vesilind

JCK Senior Editor