Jewelry Shop Uses Jazz To Attract Customers

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HIGHLAND PARK – Thursday nights in Highland Park have become known for jewelry and jazz.

Three months ago, Faye Tian, owner of Ashley’s Pearl and Jewelry, hired two jazz bands to perform outside of her store in hopes of attracting customers.

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“People really enjoy the jazz outside. It’s in front of my store, so it’s bringing attention to the store,” Tian said. “When the traffic is slow, they will stop and listen.”

Tian, who has owned the store at 311 Raritan Ave. for six years, hired The Highland Park Quartet and Flip the Script, two local musical groups. They will perform from 6:30-8:30 p.m. every Thursday through the end of September.

James McCrone, executive director of Main Street Highland Park, a non-profit that promotes the borough’s businesses along Raritan Avenue, said he hopes other business owners will be just as creative in attracting customers.

“I hope this will inspire other business owners to do something like this. It’s great advertising. There are people who never looked in that store before and now they are walking in. It’s exciting,” he said.

Tian said the residents love music and being outdoors, so it’s a nice combination to draw new business. She will normally display some of her custom pieces outside on Thursdays and offer specials.


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