I received an email from my esteemed co-author Holly Buchanan last week, always eager to share success stories that come out of someone reading The Soccer Mom Myth.

While on a family trip to Anderson, Indiana, Holly visited the Gruenewald Historic House and met Jean Whitsell-Sherman. Holly wrote, “Talk about a decimated town- almost everyone worked for GM and they closed all 4 of their factories in the area. The two women who run [Gruenewald] have little or no promotional budget.

After talking with Jean, Holly sent her a copy of The Soccer Mom Myth when she returned home.  Jean wrote to Holly afterward, to share how she used what she learned from the book.  And she blew us both away.

Here, in Jean’s words, is her story:

I waited until now to properly thank you for the book, because I used your ideas on a project and wanted to report back to you!

I have always wanted a used jewelry sale.  I had heard about them and felt it could be a good money-maker. The board seemed interested, only if they didn’t have to actually DO much. I took this as a cue that it would be MY baby and I could take control and do things my way.

SO while reading your book, I tried to fashion the sale with today’s woman in mind. Jewelry is expensive and you only buy it if it’s a bargain.  Its frivolous, but loads of fun.

• We needed jewelry
• We needed a compelling reason to draw them  to the house other than jewels
• We needed them to stay and browse
• We needed them to get involved in the Gruenewald Experience

IDEA: I came up with a form that was designed as a tax letter where ladies could list their donated jewelry and price the donation themselves. Two forms were enclosed in Ziplock with instructions to return the forms to me.  I would sign one and mail it back to the donor with a complimentary ticket to the sale.  They could put the donated jewelry in the Ziplock and place it in our mail slot anytime.  I would of course come to their homes if necessary and get their donations. Convenience!!!!

RESULT: I got tons of jewelry. Women don’t know what to do with old stuff they are tired of. They know its too good to toss out-so here is a good opportunity to tax deduct it. We got Coldwater Creek watches that had never been worn, Chico, 14kt bracelets, crystal beaded necklaces and bracelets, Brighton still with tags, etc!

IDEA: I got the owner of a local jewelry store downtown to agree to come and be on hand for an ”antiques road show” style opportunity. He could always use the publicity and boy did he get it! (See Anderson Herald Bulletin February 4th).

RESULT: People were waiting in line to see the jeweler.  At the close of the project, we said he asked if he could come back next year with an antiques expert (he was just a jeweler).

IDEA: We served an open house style tea luncheon. People are busy and don’t want to be locked in to a Saturday schedule.  We offered samples of sandwiches, scones, Devonshire cream, cookies, and teas that we serve . We charged $5 each (reasonable!). We served ready-made glass snack plates and they could meander about the downstairs, eat, look at the used jewelry, and talk to the jewelry expert.

RESULT: They loved the food, we got one reservation that day for a tea. Our scones were the big hit– we ran out of business cards for the supplier of our scones.  Note-the scone lady has promised to come next year to the event.

IDEA: The chapter in the book that explained the man’s brain and how it operates was also helpful. When selling tickets prior to the event, I approached a friend who is third in command at Ricker’s, a quite successful locally owned convenience chain here in Indiana. Asked him if he wanted to buy two for his wife and daughter.  He rebuffed me.  So I immediately thought ” gee, Jean you’re talking to a businessman-tap into that side of his brain!”   So I told him he would be extremely popular with the female employees if he gave them out as Valentine’s gifts to the “girls” (ugh) at  the office.

RESULT: He bought 10 and gave the out at corporate headquarters.

We were open for two hours and served over 55-60 people.  We cleared over $500.00, which pays for a month and a half of winter heat bills.  We were a success!

So, thanks for the book, it is a treasure and very helpful.

I am passing it on to our Wine Gala and Auction chair to read before that event in May.

Sincerely,

Jean Whitsell-Sherman

Think you’re too small to try ideas from The Soccer Mom Myth? Think again.  You, too, can have the success of Jean Whitsell-Sherman, if you have the inclination.

Bravo, Jean!