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

Posted in: ,

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...

Continue Reading

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

Posted in:

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...

Continue Reading

Are You Talking To Your Vendors Enough?

Posted in:

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...

Continue Reading

Google+’s New Collection Feature: Helpful for Engagement Ring Sales?

Posted in:

Of all the social media networks, Google+ may be the one that has had the hardest time making itself relevant to the jewelry industry. Up until this point, Google+ has not been a site widely known for fashion or jewelry content, and the platform has been struggling to find an audience. To counter this, over the past few days, Google+ has been rolling out a new feature called Collections.

Collections transforms the experience of being on...

Continue Reading

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

Posted in:

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...

Continue Reading

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

Posted in:

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...

Continue Reading

Will Customers Find Pandora’s Brand Extension Charming?

Posted in:

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...

Continue Reading

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

Posted in: ,

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...

Continue Reading

It’s More Important Than Ever To Be Mobile Friendly: Here’s Why

Posted in:

Mobile technology is a big topic of conversation here, for several good reasons. More than 2/3 of all web traffic takes place via a mobile device; most often smartphones and tablet computers. The 2014 holiday season saw more than one in every five sales taking place via mobile device. 80% of web users report a smartphone is their preferred device for search. The world has reached and passed a vital tipping point: mobile is more important than...

Continue Reading

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

Posted in:

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...

Continue Reading