Help Your Partner Retailers with a Back to School Boost

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Back to school season is on the horizon, and that means you’ve got an opportunity to help your partner retailers connect with the legions of Back to School shoppers. The back to school season has become a major shopping event in its own right, with numbers that stack up nicely against the traditional winter holiday season.

The impact of Back to School season extends beyond the categories you might expect, such as school supplies and...

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Quid Pro Quo Isn’t Quite What It Used To Be: User Generated Content & Your Brand

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Doritos is the current undisputed king of user generated content. For nine years now, they’ve been running an annual contest, inviting their fans from all around the world to create a funny, clever 30 second commercial about their chips. The two best ones make it onto TV during the Super Bowl, where they’ll be seen by over a hundred million viewers.

If you’ve never made a commercial, take it from us: it’s a lot of work. You have to...

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She Buys Her Own Diamonds: Connecting With the Self-Purchasing Customer

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Recently, I was talking with one of the jewelry retailers that we work with about their annual sales event. They sold several big-ticket items during the event, but one in particular really stood out to them: a woman who came in and purchased a gorgeous three-diamond engagement ring.

Sure that there was a story behind the purchase, the retailers inquired, and found out that the woman was in a long-term romantic relationship. However,...

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Help Your Partner Retailers Sell More: Understanding Demographic Information

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This week, we’ve been talking to jewelry retailers about re-thinking the bridal jewelry marketplace with an increased emphasis on reaching out to the Baby Boomer generation, who have more disposable income and place a greater value on fine jewelry, than most Millennials. As a jewelry designer or brand, understanding the different generations’ circumstances and approach to jewelry is essential information for you, and for the retailers you...

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3 Ways to Help Your Partner Retailers Expand Their Reach on Facebook

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Social media is a hugely important marketing tool for both your brand and the partner retailers you do business with. Facebook continues to be the most predominant platform, although Pinterest, Instagram and other platforms are rapidly gaining ground. That being said, Facebook’s recent changes have significantly impacted the organic reach of any content your partner retailers are posting. That means fewer and fewer of their – and your! –...

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Are Retargeting Ads The Engagement Ring Brand’s Best Friend — Or Worst Nightmare?

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Not everyone knows the term “retargeting ads” but practically everyone’s seen them in action. After you visit a website – let’s use Ed’s Eggrolls for our example – ads for Ed’s Eggrolls begin mysteriously showing up when you log onto Facebook or visit your favorite news website. It’s not a coincidence, and Ed’s not actually psychic and strategically pre-buying ad space in the areas he knows you’ll look; instead, what we...

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4 Questions You Need to Ask Your Partner Retailers 4 Times Every Year

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One of the keys of effective jewelry brand building is open, ongoing communication between the brand and the partner retailers who sell its product to the public. In many instances, the flow of information goes from the brand to the partner retailer, as you provide them with product updates, graphics, images, and other sales collateral to promote your products.

However, at least four times a year, you need to reverse the stream and listen to...

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Facebook Is Not Nearly Enough: Digital Marketing on a Global Level

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Taking your jewelry brand from the national level to the point where your name is known all around the world is a complex undertaking. One important concept to internalize early in the process is that reaching a global audience means widening your understanding of available marketing tools – in this case, social media networks – exponentially.

Facebook is the world’s largest social media network, with active users in almost every...

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Will Customers Find Pandora’s Brand Extension Charming?

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Pandora has achieved an enviable position as a dominant jewelry brand. Their name is nearly synonymous with bead-style charm bracelets, priced to appeal to the mid-point buyer who wants to add something nice to their look without going into serious debt.

Now Pandora is ready to go beyond the bracelet. A new campaign, “The Art of You”, just launched last week in both American and Canadian markets. Customers are being presented with a...

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It’s About Ethics in Jewelry Sales – No, Really

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Where does gold come from?

Sometimes gold comes from the Philippines, where young boys go out on a ramshackle raft equipped with a sub-sub-sub-standard air compressor and a length of rubber tubing as their only breathing apparatus. These children spend hours, every single day, beneath filthy, feces-laden waters, mining the silt beneath the river bank for minuscule flecks of gold. It is dark, dangerous work that imperils the children’s...

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