The Strategic Use of #BackToSchool

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It’s back to school season, which means legions of fashion-conscious teens and their parents are checking out all the deals on social media. Make sure you’re part of that experience through strategic use of hashtags designed to capture your local customers’ attention. Be aware that different social media platforms have different hashtag conventions – in other words, an Instagram post can easily have more than 10 hashtags, while on...

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She’s Using Her Smartphone In Your Store…Are You Steamed or Thrilled?

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Picture this for a moment: you’re having a sales event featuring one of your favorite designers. There’s a nice sized crowd, people seem like they’re having a good time, and one of your customers seems to be focused entirely on her iPhone.

How do you feel about her in that moment? Many jewelry retailers will admit to being at least a little irritated. The assumption is that a customer on a mobile device is showrooming – using your...

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Are You Making The Most of Your In-Store Events?

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One of the things we hear all the time is how hard it is for the brick and mortar jeweler to compete with the online retailer. After all, an online retailer can serve customers all around the world, while there’s a limit to how far people will travel to shop for engagement rings, wedding bands, and other fine jewelry. But the brick and mortar jeweler does have at least one opportunity to do something their online competitors can’t: hold...

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Is Focusing on Bridal Bad For Your Business?

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Once upon a time, selling bridal jewelry was one of the easiest choices a jewelry retailer could make. After all, everyone gets married eventually…right? And all of those people will need engagement rings, wedding bands, and more. Almost every jewelry retailer has a bridal department; some stores are exclusively focused on wedding jewelry.

However, this article from Rob Bates of JCK Marketplace may have you re-thinking your current...

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Expanding Your Social Media Reach: Strengthening Local Connections

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Facebook has been a major source of frustration lately for many jewelry retailers. The social media giant has adjusted its algorithms in such a way as to significantly limit the organic reach of posts being shared on business pages. Companies that had been consistently reaching hundreds or even thousands of people with their content now see those numbers reduced to a few dozen.

Facebook says these changes are occurring to enhance the user...

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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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Are You Talking To Your Vendors Enough?

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Jewelry retailers tend to be a very independent bunch of people. They try to do everything on their own However, the vendors and designers you work with can have a vital role to play in helping you sell more jewelry. Sometimes vendors aren’t as proactive as they should be about reaching out to you; you’re going to have to start the conversation.

Here are five times when you should be reaching out to your vendors:

When you need...

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Sell Bridal Jewelry? 3 Social Media Stats That Will Blow Your Mind

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Social media is incredibly important to today’s bride. Brides use social media before, during, and after their wedding day, using it to do everything from finding the perfect engagement ring to documenting the nuptials as they happen.

As a bridal jewelry retailer, knowing when and how brides use social media can help you market yourself more effectively. The period before a bride is officially engaged is particularly important: it’s...

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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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Putting The Spotlight on Summer Looks: What’s Your Plan?

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I know it seems strange to talk about summer fashions when spring is only just starting to arrive through much of the country, but the truth is that this is the right time to start thinking through how you’re going to generate excitement and drive summertime sales.

Summer is traditionally one of the tougher times for the jewelry retailer. We don’t have the big gift-giving holidays to drive shoppers into the store. However, there are...

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