Thuy Tranthi and Samantha Ettus

NEW YORK — Thomas Pink is taking product placement to a whole new domain.<BR><BR>After writing a chapter for Samantha Ettus’ new book, “The Experts’ Guide to 100 Things Everyone Should Know How to Do” (Clarkson Potter...

NEW YORK — Thomas Pink is taking product placement to a whole new domain.

After writing a chapter for Samantha Ettus’ new book, “The Experts’ Guide to 100 Things Everyone Should Know How to Do” (Clarkson Potter $19.95), Thomas Pink North America’s chief executive officer, Thuy Tranthi, offered to host book signings in each of the company’s 12 stores.

During her 23-city tour, Ettus decided to touch down in Thomas Pink’s stores in Dallas and Boston, as well as its concept shop at Marshall Field’s in Chicago. The company will invite its most loyal customers for drinks and a meet-and-greet with Ettus and some of the experts she rounded up for the book.

At the Chicago event Thursday, National Public Radio’s Ira Glass, who contributed the “How to Tell a Story” chapter, will be on hand. In the Boston location on Oct. 13, Lansing Crane will be available for pointers about how to write a personal note, and Heloise will be in the crowd at the Nov. 16 Dallas store event to offer her expertise about how to remove a stain.

Thanks to Tranthi, Thomas Pink is dressing Ettus in its shirts and sweater sets for her tour. The company also has given her ties and bow ties to use for on-air demonstrations. Tranthi highlights how to tie a Windsor knot, and Tucker Carlson offers his expertise about how to tie a bow tie.

More style-conscious minds than Carlson also contributed to the book. Nicole Miller pinpoints how to tie a scarf, Ronald Winston spells out how to buy a diamond, Frédéric Fekkai explains how to wash your hair, Bobbi Brown details how to apply lipstick, Go Smile’s Jonathan Levine explains how to have a great smile and Katie Ford explains how to smile for the camera.

In other news, Thomas Pink plans to open a store in Las Vegas next month.

— Rosemary Feitelberg

This story first appeared in the October 5, 2004 issue of WWD. Subscribe Today.