Hi-Res Digital Sign Adds Sparkle to Tenenbaum Jewelers
Tenenbaum Jewelers updated their look and their advertising efforts. That included a new streetside digital LED sign, where they display high-end jewelry brands to attract customers.
8/8/2024
Categories: Business & Community
When the well-known Morretis retired from their jewelry business in San Antonio, Texas, Houston-based Tenenbaum Jewelers took over the high-end business. As part of the ongoing updates to the interior and exterior of the store, the jeweler updated their signage with a beautiful 8mm digital display to showcase their inventory.
They did their research before deciding to work with Aetna Sign Group and Daktronics.
“It didn’t take long to hear the feedback that Daktronics was the way to go. We heard the quality of the blacks maintains better contrast and brightness. The competitor was cheaper, but it wasn’t worth it,” explains store director Mike Shields. “We are impressed with the detail on the sign – the brightness and contrast are good even on bright, sunny days.”
The digital sign was installed six months after the store opened as Tenenbaum jewelers, with quick results. “The sign got attention immediately. It was interesting how customers mentioned the sign when they came in right away. They didn’t know we carried all the brands we have.”
Future-Proof Advertising
Shields says that while the high-resolution sign was a significant investment, they consider it a way to future-proof their advertising opportunities. Their sign is placed on one of the main arteries in San Antonio, so it gets thousands of views each day.
“We look at the cost compared to advertising, and it’s a fraction of what you’d pay for momentary exposure on a traditional digital billboard,” he explains. “Here we have 100% control and Tenenbaum content.”
Their content includes artwork created by the brands they carry, like Omega, Pomellato and Buccelatti. If it’s branded, the content must be approved by the jewelry company. Because Tenenbaum Jewelers also sells antique and vintage jewelry, they include their own photos and graphics as well, often created by their marketing team at the Houston headquarters.
Shields controls the content from his phone using Venus Control Suite, Daktronics cloud-based management and scheduling software. “It takes less than 30 seconds to change it,” he explains.