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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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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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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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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Work It, Girl: The Shift from “Deserved” to “Earned”

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If you’re a Millennial, the economy’s been in pretty rough shape for pretty much your entire life. At the same time, it’s been absolutely normal for women to be active in the workforce, every bit as ambitious and successful as their male counterparts. These two factors are part of what Centurion editor Hedda Schupak has identified as a shift in affluent individual’s luxury buying patterns: while Millennials are buying jewelry, they’re...

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The Emoji Imperative

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Domino’s isn’t exactly known for having the world’s best pizza, but they’re definitely ahead of the curve on one marketing trend: the use of emojis. The pizza delivery service has implemented a system that lets users store their favorite pizza order and then, whenever they’d like to have a pizza delivered, all they have to do is send Domino’s the pizza emoji. It’s quick, simple, and very appealing to their customer base....

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Social Media Makes Life Easier for the Luxury Brand

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The Luxury Education Foundation recently brought together representatives from the world’s leading luxury brands – a group that included Hermes, Dior, Chanel and more – to discuss how they’re dealing with a changing market. Millennial customers have less money than their parents did, and there’s a tendency to prioritize spending on experiences rather than possessions; this is a challenge for all fine jewelry brands. You can read an...

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Instagram Is Incredibly Important To Your Youngest Fans

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The experiences we have as teenagers and young adults influence the rest of our life. It is during this particular period in our lives, the time when we’re poised between the certainties of childhood and the anxiety of adulthood that we tend to be the most open and receptive to new aesthetic experiences.  Some fashion experiments we make as teens turn out to be cringe-worthy in retrospect, but there will be at least a few looks that become a...

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Have You Told Your Designer’s Story?

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Style.com has a great story running right now about four fashion models who have become jewelry designers. It’s always important to remember that jewelry sales has always been about storytelling, whether it’s the tale of how gorgeous your customer will feel when she’s wearing your ring or the backstory that details how a particular design has come into being.

We know that satisfying today’s customer means generating a steady...

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