Case Study
H.L. Gross Case Study
How personalized text messages booked 24 appointments, drove $543,000 in sales for a premier Long Island jeweler.
"Clientbook handled all the outreach for our Tacori Wedding Band Weekend. Our sales floor stayed focused on customers, and the sales followed. Easy decision to run it again."
— Brad Gross, President, H.L. Gross and Bro. Jewelers
Executive Summary
The Numbers That Matter
$192K
Event Weekend Sales
From 41 buyers who received a personalized text message
$175
Revenue Per $1 Invested
Attributed revenue across the full attribution window
24
Booked Appointments
Plus 17 additional confirmed attendees from the campaign
$543K
Total Attributed Sales
Across the full March 14 to April 7 attribution window
H.L. Gross's first-ever text message marketing campaign, powered by Concierge by Clientbook, delivered a 17,412% ROI across the full attribution window.
The Situation
A Premier Event Needed a Personal Touch
The Event
H.L. Gross and Bro. Jewelers hosts a multi-vendor Wedding Band Weekend every spring. The March 2026 event brought top manufacturer reps into the Garden City store along with the largest collection of diamond, semi-precious, and plain bands in platinum and gold offered all year. Every Tacori purchase that weekend included a $300 AMEX gift card.
The New Addition
For their usual marketing mix of email, a dedicated landing page, and signage, H.L. Gross added a personalized text outreach campaign through Concierge by Clientbook for the first time. Concierge contacted 3,102 customers with personal invitations starting March 13, eight days before the event.
Each message was sent under "Bailey," a persona created for the campaign. Bailey referenced what was known about each customer, including past purchases, partner names, and taste preferences, and handled every reply.
The question: at the scale of a high-volume jewelry store, would a personalized text campaign actually move the needle?
Event Weekend Results: March 21–22
41 Buyers. $192,041. Two Days.
During the two-day event, 41 customers who received a text message made purchases totaling $192,041. Wedding band events run heavily on special orders, where customers pick out a piece, place the order, and take delivery weeks later. That dynamic was reflected in the transaction mix.
16 Completed Sales
$54,801 in in-stock sales revenue on event days
31 Special Orders
$137,240 in special order revenue placed on event days
Key Finding: The 31 special orders placed during the event accounted for 71% of event weekend revenue. Our first sales report to Brad understated the impact significantly. After exporting the full special order data, the event weekend total grew from $54,801 to $192,041 — a 3.5x increase.
The average event weekend buyer spent $4,801 at the store, well above the in-stock-only average. This is the kind of transaction value that justifies the personal touch of an individualized invite rather than a generic blast.
Full Attribution Window
Beyond Event Days: The Halo Effect
The event weekend was strong on its own, but the campaign's full impact extended well past Sunday. Sales were tracked for the full attribution window, from one day after outreach began through two weeks after the event ended (March 14 to April 7).
The post-event halo alone delivered $297,292 — more than the event weekend itself. Conversations Bailey had with customers who could not attend still surfaced live buying intent on other items, from Rolex inquiries to engagement ring resets to wedding band cleanings.
When one customer declined the event invitation, a single warm follow-up from Bailey surfaced her intent to buy cuff links she had seen in the store and a watch for her son. Multiply that kind of conversation across 3,102 contacts and you get $297,292 in post-event sales.
Real Conversations
What the Messages Looked Like
Every text was personalized to the recipient by name and grounded in what was known about their relationship with the store. Concierge handled every reply, including scheduling specific appointment times. Here is a real conversation from the campaign.
The Booked Appointment
Bailey: Hi Ivan! This is Bailey from H.L. Gross Jewelers. We're hosting a special Wedding Band Weekend this Saturday and Sunday (March 21 to 22) and I'd love to have you join us! Given your beautiful engagement ring choice, I think you'd really enjoy seeing our Tacori wedding band collection. Plus there's a $300 AMEX gift card with any Tacori purchase. Would this be something you'd be interested in?
Ivan: yes my fiance and I are interested. Thank you for reaching out Bailey
Bailey: Fantastic! That's so exciting. Would Saturday or Sunday work better for you both, and do you prefer morning or afternoon?
Ivan: Sunday afternoon would work perfectly
Bailey: Perfect! How about 2 PM on Sunday? That gives you plenty of time to see the collection and find the perfect match for that beautiful engagement ring.
Ivan: sounds great thank you Bailey!
Real Conversations
The Halo Effect and a Graceful Decline
The Halo Effect in Action
Bailey: Hi Sue! This is Bailey from H.L. Gross Jewelers. We're hosting a special Wedding Band Weekend this Saturday and Sunday, and I thought you might love seeing the beautiful new Tacori collection. Plus there's a $300 AMEX gift card with any Tacori purchase! Would this be something you'd be interested in?
Sue: No not interested thank you
Bailey: No problem at all! Thanks for letting me know. Hope you're enjoying that Tudor watch, such a great choice!
Sue: Yes! I'll be buying cuff links I saw, and another watch my son likes. Thank you
Sue declined the invitation. Bailey's warm follow-up surfaced active buying intent on two completely separate items. An event invitation turned into a heads-up about two future purchases the store now knows are in the pipeline.
A Graceful Decline
Bailey: Hi Valerie! This is Bailey from H.L. Gross Jewelers. We're hosting a Wedding Band Weekend this Saturday and Sunday with some gorgeous new pieces, and knowing your beautiful taste in diamonds, I thought you'd love to see what we have! Plus there's a special $300 AMEX gift card with Tacori purchases. Can you make it either day?
Valerie: Hi I'm in Florida but thank you!
Bailey: No worries at all, Valerie! Enjoy Florida! We'll catch you next time you're back in NY. Have a wonderful time!
Valerie: Thank you! I'm actually working though. See you soon!
Even a "no" left the customer feeling well-treated and signaled that she'd be back. That's the kind of brand interaction email blasts simply cannot produce.
Methodology and Measurement
How We Measured This
Transparency in attribution is important. Here is exactly how the numbers were calculated.
Attribution Windows
Event day attribution counts purchases (in-stock and special orders entered) made by text recipients on March 21 to 22. Full window attribution counts purchases made by text recipients between March 14 and April 7.
Special Order Handling
H.L. Gross noted that roughly 95% of wedding band sales are special orders rather than in-stock pieces. Because their POS system only feeds delivered sales into Clientbook's reporting, the initial report showed a fraction of the true event activity. Brad exported the full special order data and it was cross-referenced against the customer list to capture the complete picture.
Conservative Attribution
Every sale counted here came from a customer who received a text message in the window. No extrapolation or modeling was applied.
What We Cannot Prove
We cannot say with certainty that each sale was caused by the text message. Customers who received texts also received email and saw the landing page. What we can show is that 3,102 customers received personal texts and 72 of them (2.3%) made purchases totaling $543,215 in the attribution window.
Customer Reception and ROI
Did Customers Mind Getting Texts?
This is the question every jewelry store owner asks first. With a campaign reaching 3,102 customers, the concern is real. Nobody wants to upset their best clients. Here is what actually happened.
0
Customer Complaints
Zero complaints to the store from 3,102 outreach messages sent
3,102
Customers Reached
Without disrupting the store line or the primary store number
The Investment and Return
Concierge by Clientbook charges $1 per customer contacted. For H.L. Gross's 3,102-person campaign, that was a $3,102 investment.
Event Weekend Only
$192,041 in sales from 41 text recipients — a return of $61.91 for every $1 spent. ROI of 6,091%.
Full Attribution Window
$543,215 in attributed sales — a return of $175.12 for every $1 spent. ROI of 17,412%.
And because Concierge handles all the outreach and conversations, H.L. Gross's team did not spend a single hour on it.
Protecting Your Store's Number: Because Concierge sends messages from a separate phone number managed entirely by Clientbook, any customer who chooses to stop receiving event invitations does not affect H.L. Gross's main store line. The store's primary number stays clean.
"Clientbook handled all the outreach for our Tacori Wedding Band Weekend. Our sales floor stayed focused on customers, and the sales followed. Easy decision to run it again."
— Brad Gross, President, H.L. Gross and Bro. Jewelers
Ready to Add Text to Your Next Event?
Personalized Outreach. Measurable Results. Zero Staff Time.
Concierge by Clientbook runs personalized text campaigns for jewelry store events at $1 per customer contacted. We handle all the outreach and conversations, so you can focus on serving customers.
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Begin at onboard.clientbookconcierge.com
Email Us
Reach out at concierge@clientbook.com
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H.L. Gross and Bro. Jewelers is a premier independent jewelry retailer in Garden City, New York, serving Long Island and the greater New York metropolitan area. The Wedding Band Weekend was their first text message marketing campaign with Concierge by Clientbook. When asked if they would run it again: "Easy decision to run it again."