Is Your Marketing Mix Actually Working?

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Earlier this week, I met with the owner of a small chain of jewelry stores. Business has been good, but not great, and she wasn't exactly sure why. “We’re doing everything we’re supposed to – or at least I think so,” she told me. “We've got a website, we’re on social media, we place sponsored content, the whole bit. But I’m not sure how this is translating into actual sales.”

This is not an unusual situation. Jewelry...

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How Does Your Website Look On Your Customer’s Smartphone?

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As a jewelry retailer, your website is the heart of your business. It’s where potential customers look to discover the full range of your offerings, including your custom work, designer brands, and services, such as repairs and engraving. For those of you who offer e-commerce, your website is also where your customers go to shop.

More than 60% of all web traffic occurs via a mobile device, such as a smartphone or tablet. That’s why it’s...

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How Much Will Your Customer Spend on an Engagement Ring…Really?

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Nationwide, couples are demonstrating they’re willing to spend slightly more for an engagement ring. That’s according to this National Jeweler article, which shares insights based on a recent survey from The Knot. In 2013, couples were paying an average of $5,598 for their engagement rings; in 2104, the number was $5,855.

So, are your customers above average? Or are the romantic couples coming to you spending less than that? There are...

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Jewelers: Is Going To Your Website Like Visiting Your Store?

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I’ve just gotten back from a round of at several jewelry industry conventions and I have to share a story I heard from a retailer with you.
Like many jewelers, this particular retailer carries a mix of their own custom jewelry creations and several designer lines. They’ve been in business for a quite a few years. Over that time, they’ve dropped and added a few different lines, as fashion trends and industry circumstances have changed....

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