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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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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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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The Five Second Challenge: Creating Videos That Don’t Get Skipped

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Video content is such an essential part of today’s marketing mix. People enjoy video content and consume it heavily, whether that’s through social media, YouTube, or even website embeds. However, people are also incredibly impatient. A video needs to capture its audience almost instantly – certainly before YouTube’s Skip button kicks in at the five second mark.

Google, which owns YouTube, has released a series of recommended best...

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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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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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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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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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