The JA Report: News, Tips & Trends from Jewelers of America

Cracking the Code: Strategize Store Communications

Talking to your customers about the beauty of a piece of jewelry comes easy, but are you able to communicate your professional practices that support the jewelry you sell? This month's sneak peek of Jewelers of America's new online guide, “Cracking the Code: A Guide to Jewelers of America’s Code of Professional Practices,” previews a chapter on strategizing consumer communications. 

In Section 2, "Communicating the Code," JA members get tips on how to communicate their strong commitment to ethical, social and environmental practices. The excerpt below details strategies to identify your target audience and the issues that matter most to them.

The guide is part of the JA website’s new eLearning Center at www.jewelers.org/elearning/.

Be Prepared to Promote your Best Practices this Holiday Season

‘Tis the season for holiday cheer, but with the gift-giving season comes increased scrutiny of the jewelry industry from the media and your customers. In anticipation, Jewelers of America reminds you to prepare for questions you may receive from staff, media and non-governmental organizations (NGOs) using our comprehensive member guidance on issues that can affect consumer confidence.

Jewelers of America is monitoring the following issues this holiday season and will keep members informed on any important developments:

JA CASE Awards: Categories for Every Jeweler

We're getting excited for Jewelers of America's annual national retailer design competition, the CASE Awards, taking place at the JA New York Winter Show, January 22-24, 2012. The design competition is open to all employees of JA Member stores and is a wonderful opportunity to highlight the custom jewelry design talent of independent retail jewelers.

This year, the CASE Awards features two new categories -- Entry Platinum and Palladium Jewelry -- bringing the total number of awards categories to eight. With so many design category options -- there's more opportunities for your jewelry designs to be recognized on a national platform. Submit your entry form today, visit www.jewelers.org/caseawards.

Tip: Avoid Marketing Mistakes That Can Ruin Holiday Sales

With the holiday sales period accounting for about 30% of specialty jewelers annual sales, we’re sure you’ve prepared your holiday sales and marketing plan and checked it twice. But with so many changeable factors affecting your potential costumers’ shopping habits -- like the unsteady economy or ever-growing multi-channel shopping options -- it’s important to make sure you don’t make unknowing holiday marketing blunders.

Read this list of the worst “Mistakes That Could Ruin Holiday Sales,” by Joanna L. Krotz from Microsoft Business strategies, and then avoid them. Use the suggestions to ensure your marketing campaigns are doing everything right to draw jewelry customers in this holiday season.