Have You Done A Year in Review?

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In the first few weeks of January, there’s lots of advice floating around out there advising brands to boldly move forward toward the goals and objectives they’ve set. It’s an exciting, optimistic time, when anything seems possible.

To transform those possibilities into even more exciting realities, now is a really good time to do a year in review if you haven’t done so. This is an internal process, where you and your key leadership...

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Snapchat is Getting Ready to be Your Next Sales Channel

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This year, Snapchat turns five years old. If the platform was a person, it would be the age of a kindergartner – a time of serious change and maturation in any child’s life. And in fact, Snapchat is getting ready for some big changes. Earlier this month, Snapchat announced it is working on an API that will allow it to significantly increase the amount of e-commerce opportunities it makes available to retailers.

An API, or application...

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Don’t Be Afraid To Go Deep: Meaning Matters to Millennials

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In the January 2016 issue of Elle magazine, you’ll find an interview with designer Alexander Wang. Wang’s work may already be familiar to you – he was at Balenciaga for quite a while, and H&M after that. Some of the article features his new collection; think very high end bicycle chains, wrought in palladium or gold, a clean yet industrial look. However, the more important bit, at least from a marketing perspective, comes later in the...

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Rose Quartz & Serenity Chosen as Pantone’s Colors of the Year for 2016

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One of the best practices we recommend to our jewelry retailer clientele is the creation of an annual marketing calendar. Sketching out, in advance, the 6-8 major promotional pushes you’ll be making in the weeks, months, and seasons to come can help you boost your store’s overall profitability: not only will you make buying decisions more strategically, you’ll be giving yourself enough time to connect with your customers in a meaningful...

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Mobile: Making The Holidays Merrier for Retailers

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The holiday crunch season is officially here. Make sure you’re paying plenty of attention to your mobile messaging. Target recently reported, via Think With Google, that more than 75% of all of their customer’s shopping experiences begin on a mobile device. While that number may be on the high side due to Target’s size and prominence, it’s not far from what most retailers can expect as the norm.

It’s impossible to overstate how...

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What Kind of Unboxing Experience Are You Giving Your Customers?

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Over the course of the past twelve months, American YouTube users have watched over 60 million hours of unboxing videos. That’s 1.1 billion views of people eagerly unpacking the items they’ve purchased online.

When you think unboxing, don’t imagine the everyday experience of opening shipping cartons full of inventory: think instead of a one-of-a-kind excitement, where the recipient dramatically narrates their feelings and reactions...

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Go Big Or Go Home: The 1st Step in Becoming a Big Deal is Acting Like You’re A Big Deal

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Kendra Scott’s name is suddenly everywhere, isn’t it? The Austin based designer’s been around for a while – it’s been more than a decade since her large, affordable gemstone earrings and made-in-minutes jewelry has started appearing in boutiques nationwide. But now she’s decided to ramp things up by opening her own stores – and she’s doing a great job of leveraging traditional and social media to make sure everyone knows....

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And Now For Something Completely Different…

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We wish we had known about this particular election campaign before the polls closed. Jeweler Larry Jaffe would have definitely gotten our vote for the most creative marketing campaign we’ve seen in a while. Rather than trying to connect with his customers using traditional romantic, fashion, or bridal imagery, Jaffe “ran for office,” using road side signs and a social media campaign urging voters to choose him as their jeweler....

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We’re Not All Starting in the Same Place

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One of the challenges jewelry brands face is finding partner retailers who can help market and sell their merchandise effectively. We live in a huge country, in an even larger world. Technology has proven to be able to bridge the gaps imposed by geography – there’s a reason girls in rural Montana are crazy for Alex & Ani bracelets, which started as a local phenomenon right here in Rhode Island – but in order for technology to work for...

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Where Should You Be Advertising To Attract Your Community’s Affluent Customers?

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Art Basel Miami is one of the most prestigious art fairs in the world. This is where billionaires go when they need a painting for the guest bedroom; last year’s most expensive artwork commanded a $5 million dollar price tag. Attendees as Art Basel Miami had more than artwork to look at: there was plenty of sponsorship from the world’s most high end luxury brands.

Doug Gollan, writing for Centurion, made a really interesting point. He...

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