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

Use JIC's Fall Contest to Benefit Your Brand

As jewelers, you share in some of the most romantic (engagements, anniversaries) and life-changing moments (weddings, births, promotions) of your customers' lives. You know that each piece of jewelry you create or sell to a customer carries with it a special memory and story that is valued far beyond the price of the piece.

Have your customers share these jewelry stories  in Jewelry Information Center's fall  Sparkling Snapshots Contest, and they could win a Grand Prize package that includes a luxurious spa getaway and jewelry.

JA Featuring Cruise Giveaways, Members-Only Lounge @ JA New York Show!

You don't want to miss a visit to the Jewelers of America Booth #1582 at the JA New York Summer Show, Sunday, July 24-Tuesday, July 26. We're featuring even more exciting member perks, giveaways and show specials than ever before.

Cruise Giveaway!

• The first 200 booth visitors will receive a 2-for-1 voucher for a Norwegian Cruise Lines cruise!
• You can also enter our special raffle to win a 4-night cruise for two to the Bahamas*, courtesy of Capital Marketing Concepts!
• Meet Denise Horton from Denise Horton of Capitol Marketing Concepts, who can show you how your staff can increase sales with your own Norwegian Cruise Line promotion.

Adding Web Videos to Your Marketing Strategy (Part 2)

By Stan Bashmashnikov

Last month, we walked you through the fundamentals of adding web videos to your marketing strategy. The importance of a good camera, clear sound quality, neutral lighting, stable image frame and YouTube channel all correlate to a professionally made video.

So what more is there to mastering web videos for your brand? Practical implementation, of course. Knowing how to create a web video is only half the battle. To have real success from online videos -- as outlined below -- you must deliver actionable and relevant ideas to  inspire customers to return to your website or store. No need to shudder – it’s not as daunting as you may think.

Visit JA at the 2011 JCK Las Vegas Show!

The fine jewelry retail industry is about to take over Las Vegas for days of buying and nights filled with networking and events. Jewelry retailers and suppliers should stop by Jewelers of America's booth #L110 at JCK Las Vegas, June 3-6, 2011 to say hello to the JA team and enjoy our show specials.

• We'll be featuring our popular Prize Wheel, where you can spin to win a Kindle, Visa Gift Cards and gift certificates.
• While at the booth, you can also participate in a "Live" Legislative Action Center by signing petitions for important legislation that could affect jewelry businesses.

The JCK Show is known for its excellent educational offerings, and some of Jewelers of America's leadership will be lending their expertise in the areas of marketing, jewelry trends and quality control. Don't miss these JA-led seminars:

JIC Co-Produces Successful Jewelry Fashion Show for AGS Conclave

Jewelry Information Center (JIC), the consumer education arm of Jewelers of America (JA), partnered with the American Gem Society (AGS) in a first-ever co-branded jewelry fashion show on April 27, at the Westin St. Francis during AGS Conclave 2011. Check out the first pictures from this exciting event. The fashion show was such a success, Jewelry Information Center is already coming up with ideas for future jewelry fashion events. Stay tuned to see what surprises are instore!

The models strike a pose after the runway show. JIC’s Director of Media &
Special Events Helena Krodel produced the fashion show,
which showcased the jewelry of 25 leading designers.

JIC Hosts Jewelry Preview & Media Training at Designer Day

"Seven Designers, 10 Minutes, 10 Blocks Away" -- that was the invitation sent by Jewelers of America Director of Media & Special Events Helena Krodel to leading fashion and accessories editors at major consumer and trade magazines for a special Designer Day Jewelry Preview held at Jewelers of America's headquarters on March 15, 2011. More than 20 editors from trend-setting publications, like Brides and O! The Oprah Magazine, attended the event which also included a special media training for the designer attendees.

Click here to see jewelry images from the event.

Jewelry Retailers: Join the Ultimate Proposal Contest!

With spring and summer the traditional "slow" season for fine jewelry sales, many retail jewelers struggle with how to engage customers and get them through their doors.

One simple (and free) way to excite consumers in the coming months is to participate in Jewelry Information Center's popular Ultimate Proposal Contest, a national consumer contest that asks consumers to share their proposal stories online at www.JIC.org. The Contest features amazing prizes for the customers, staff and owners of Participating Retailers.

Coming Soon: JIC's Second Annual Ultimate Proposal Contest

Beginning next month, JIC will be accepting registration from JA Retail Members to participate in its Second Annual Ultimate Proposal Contest. The Contest, running from April 4-June 20, 2011, asks consumers to share their proposal stories online at www.JIC.org. The first Ultimate Proposal Contest debuted in February 2010.

New this year! Any retailer who registers to participate in the Contest from February 15 to March 15 will be entered to win an iPad, courtesy of GE Money.

JIC to Produce 2011 AGS Conclave Fashion Show

Jewelry Information Center (JIC) — the consumer education arm of Jewelers of America and the leading fashion authority in the jewelry and watch industry — will produce the annual American Gem Society (AGS) Conclave Fashion Show, on April 27, 2011, at the Westin St. Francis, in San Francisco, CA. 

“Jewelry Information Center is thrilled to partner with American Gem Society in the planning and production of this year’s exciting fashion show,” says Helena Krodel, Jewelers of America's director of media and special events . “Since 1946, Jewelry Information Center has been known as the fashion and trends authority for the fine jewelry and watch industry; we can think of no better platform to publicize the hottest jewelry than at the highly-regarded AGS Conclave.”

Pop-Up Jewelry Stores: The Wave of the Future?

By Helena Krodel, Director of Media and Special Events

From Boston to California, New York to San Francisco, pop-up stores are a new phenomenon taking retail by storm. A pop-up shop, that is — a temporary retail space or experience which involves “popping-up” one day, and disappearing the next – has become the second most clever way (after social media of course) to create a unique environment that engages customers and generates a feeling of relevance and interactivity. As far as publicity goes, this concept is high on the list of buzz-worthy activities. 

Summer Event Idea: Lights, Camera, Jewelry!

It’s been two years, but the fashion-forward gals from the television series “Sex and the City” are back with the sequel to their hit 2009 film. Sex and the City 2, opening nationwide on May 28, "Carries" on the tradition of friendship, fun and yes -- fashion. Just one look at the movie’s trailer (even the logos sparkle!) makes it clear that Carrie Bradshaw and her pals are still accessorizing big-time, and that includes jewelry. (Even Mr. Big gets in on the action, with Carrie gifting her husband of two years a new watch.)

Whether it’s on the red carpet or the big screen, women will want to emulate the looks they see this summer. Take advantage of the buzz by promoting Hollywood-inspired jewelry in your store.

Some movie pitches (and key release dates) to give you ideas:

TIPS IN ACTION: RETAILERS WHO THRIVE

Be an Engagement Event Destination
Jeweler Cindy Lis, Diller Jewelers, West Reading, PA, shows how

Jewelry Information Center’s recent Ultimate Proposal Contest received an outpouring of jewelry proposal stories at JIC.org. They show what a special, memorable – and universal – moment the wedding proposal is to a man and woman.

As retail jewelers, if you aren’t capitalizing your unique position to be a key part of these special moments – you are missing out on an invaluable customer-relations opportunity. You should not consider yourselves in the business of only selling the jewelry – but should become a part of the engagement event.

Jewelers of America member Cindy Lis, owner of Wm H Diller Jewelers, in West Reading, PA, understands the importance of capturing the engagement moment with her customers. The independent specialty jeweler is the oldest jewelry store in its county. Since 1914, it’s thrived by building personal, and lifelong, relationships with its customers.

Lis shares how Wm H Diller Jewelers not only becomes the setting for the engagement ring sale – but the engagement event as well:

Promote the Holidays Early

While the conventional wisdom is that holiday shoppers don’t start looking until the very end (Black Friday or later), a new study begs to differ. According to “Gift Reporting 2010: The Ultimate Guide to the Consumer Gift-Giving Market,” a new report from Unity Marketing, two-thirds of all shoppers who give Christmas gifts started their shopping for the 2009 season before Thanksgiving. The study also found 22% of shoppers look for Christmas gifts year-round and that those who shop early spent twice as much as consumers who started on Black Friday or later.

Pam Danziger, president of Unity Marketing, offers the following takeaways from the report:

Host Spring Jewelry Events

The post-holiday spring months don't have to be a slow season for jewelers. Get inspired by the shift in seasons, and help customers celebrate the new fashion season with events that tie into spring trends, spring (jewelry) cleaning and spring-related holidays.

Use these event ideas to help you thrive with spring jewelry sales:

Use Contests To Engage Customers!

Gifts of jewelry help commemorate life's biggest moments. To ensure you stay top of mind with your customers, it is vitally important to communicate with them on a regular basis. "Addressing your customers’ special occasions helps them associate those moments with jewelry," says Amanda Gizzi, director of consumer communications for Jewelers of America.  

Jewelry Information Center has created a marketing program that helps you "re-engage" your customer and encourage them to share what is undoubtedly one of their favorite stories...their engagement proposal story! 

Draw Customers in With Contests

Contests are a great way to boost your customer database, including email addresses. MarketingSherpa shares a case study on how one company was able to double the size of their email list in eight months. Not only did the numbers grow, but the new contacts have provided better response rates. The campaign -- implemented by CoolComputerBags.com -- was for a monthly computer bag giveaway. The strategy was to keep costs low, while targeting top prospects with a relevant offer.

Learn the steps the company took to see how you could replicate this successful strategy in your store:

JIC’s Marketing 101: Special Events

Amanda Gizzi, of the Jewelry Information Center, JA's consumer marketing and public relations arm, continues her tips to help you proactively drive jewelry customers into your store during these tough times. While being visible out in your community is key, another important way to generate "buzz" for your store is by bringing the community in your doors for a special event. Special events are an ideal means of generating excitement and building community relations for your business. 

In order for your event to be successful, use the following tips to ensure it is well-planned and well-run:

JIC’s Marketing 101: Boost Traffic and Sales

Is the foot traffic in your store slower than you’d like it to be?  Summer and fall are notoriously quiet months for jewelry stores, but with the current unsettled economy, most jewelers report sales are even more sluggish than normal. Rather than pining for customer’s to magically appear, get proactive and fight back.  Tough times require tough marketing, so you need to get creative. 

In this multi-part Tip Series, Amanda Gizzi, of Jewelry Information Center, provides some insightful tips for creating in-store excitement and traffic:

Going to the Chapel, Part 1: Marketing to Brides in Person

Even during a historic downturn, the bridal business has managed to hold up. That said, you can’t afford to take it for granted. Marketing effectively to brides is critical to your success. Over the next two days, Jewelers of America’s Assoc. Dir. of Marketing & Communications Molly Fallon will offer tips on how to get and keep a bride’s attention during this important and happy time of her life.

Today, she looks at in-person outreach, offering the following ideas:

Celebrate Mom

Mother’s Day is just around the corner and what better way to celebrate then by holding a “Mom’s Appreciation” event in your store.

Tips to hold a Mother’s Day event that thrives:

Tips in Action: Retailers Who Thrive

Increase Exposure and Sales with Cause Marketing
Jeweler Debbie Fox, co-owner, Fox Fine Jewelry, Ventura, CA, shows how

The news of job layoffs, housing foreclosures and the overall economic downturn dominate the media. But some jewelers have found a way to address those realities in a positive way. Jewelers of America-member store Fox Fine Jewelry in Ventura, CA, has led by example. Over the Valentine’s Day holiday, owner Debbie Fox assembled a group of 46 independent jewelers nationwide -- through Independent Jewelers Organization -- to give away 200 sterling-silver necklaces to people who lost their jobs or homes.

Be Creative With Your Business

Controlling costs is a key way to make it through the downturn, but that doesn’t mean you should stop innovating to improve your business in the long-term. Jewelers of America’s resident education and management expert David Peters says you can be both smart and creative when it comes to your business by:

• Doing something different, unusual, or unexpected
• Not doing things only because that’s the way you did it last year, especially when last year’s models may need to be tweaked in the face of today’s challenges
• Not building any marketing initiative on price discounting. In the long term, it’s neither sustainable or profitable and can hurt your brand.

He offers some simple ideas to thrive with innovation:

Live From JA New York: If You Have Only $5,000 Left...

As the global recession has worsened, foot traffic has dwindled and consumer spending has plummeted. If you’re feeling panicky, you’re not alone. But independents who stop marketing now are making a shortsighted – and potentially fatal – mistake, according to Rafael Mael, marketing strategist for Brand Launcher.

At his JA New York Winter Show seminar, “Market or Die: 5 Ways to Grow Your Jewelry Sales in a Challenging Economy,” Mael suggested that instead of cutting promotional budgets, which will inevitably hurt sales, retail jewelers should concentrate marketing expenditures where they count most.

But what should you do if you’re down to your last $5,000 in promotional spending? Hold an event, said Mael. When executed well, this can inject an immediate cash infusion into your store.

Celebrate Your Staff

In the midst of all the holiday season preparations, don’t forget that the challenging economy doesn’t just impact your current and potential customers -- it can also touch those closest to your store: your staff and their friends and family. To help honor their hard work and dedication to your store, hold an employee family and friends night.

David Peters, director of education for Jewelers of America, offers the following ideas to celebrate your staff:

• Throw a special party for the family and friends of your employees.
• Offer refreshments, special merchandise and discounts.
• Make sure the focus is on celebrating your staff and their loved ones. You may sell some merchandise, but the goodwill and appreciation from your employees is the true benefit.

Get Last-Minute Male Shoppers

Consumers will likely need more persuasion to purchase gifts this year as they face a more challenging economy.  This doesn’t mean consumers won’t purchase or receive jewelry, but they need to be reminded why jewelry is the perfect gift during these uncertain times.

One way to do this is to remind your male customers that a jewelry gift for loved ones can be the bright spot in their holidays and in their lives. In addition to targeting these shoppers throughout the season, don’t forget the ones who hold off until the bitter end by holding a “Christmas Eve Spectacular.” 

Jewelry Information Center’s Amanda Gizzi notes it’s no secret that men tend to wait until the last minute to purchase gifts for their loved ones. She shares the following ideas to thrive with last-minute male shoppers: 

• Hold a special event on the holiday eve just for men. 
• Have beers, free gift wrapping and a laid back atmosphere. Don’t forget to ask them for whom they are purchasing the gift. The more they talk about their significant other, the more likely they are to purchase. 
• Send invitations a few weeks out and consider placing a radio or newspaper advertisement to promote the event.     

Take The Tip:Find trend and gift ideas to help inform your male shoppers at Jewelry Information Center's website, www.jic.org.

Use Cause-Related Holiday Promotions

 As we’ve written in earlier posts, now is not the time to cut back on your promotional marketing. We know you’re looking for event ideas that will generate buzz about your store and connect you with your customers and community -- without breaking the bank.

Starting this week, we’ll share low-cost holiday promotion ideas from David Peters, Director of Education for Jewelers of America.

Show that you care this holiday season. Your community, like many others across the U.S., could be feeling the stress of the mortgage crisis and job losses. Highlight your commitment to your community, while promoting the holiday spirit of generosity, by giving back to those in need with charitable events like food, clothing or toy drives.

Peters suggests the following ideas for a successful event:

Push Marketing Into High Gear

 As we enter the final quarter of the year, even if you’ve stayed ahead of the curve, now is NOT the time to stop promoting your business. In fact, it’s imperative that you keep the momentum going because if you don’t, you can be sure your competitors will!

Over the coming weeks, we’ll share a series of high-impact, low-cost ideas from Jewelers of America Director of Education David Peters that will help kick start your holiday season.

Peters shares his marketing rules for creating a marketing foundation that thrives:

Marketing Dos and Don’ts

We all agree that marketing will be a key component to the holiday selling season, especially with cash-strapped consumers making tough buying decisions. Yes people will give, but will they give jewelry? And if they give jewelry, why will they choose your store to buy it from?

Marketing ensures that your store is at the very least on the radar, but it’s also important to make sure you’re sending the right message.

Help Customers Freshen-Up Jewelry

Providing great customer service for your clients should not end after the purchase is made -- in fact, it’s only the beginning. Gain long-term loyalty by offering creative ways for your customers to update their jewelry collection -- even when they’re not ready to buy a new piece.

In her JCK Online blog “Jewels on Jewels”, Cynthia Sliwa offers tips on updating your customer’s jewelry wardrobes. “Now’s the time to replace a boring clasp with something interesting that might be worn front and center. Or to dismantle a set of pearls or beads and add some interesting elements to create a much bolder statement necklace.”

Target "Designing" Women

Jewelry designers follow the seasons when creating their designs, but is your store in tune with the changing design seasons, or falling behind?

Most women don’t wear the same pocket book in the summer as they do in the fall. They also recycle shoes, clothing, and household items. Are these fashion-forward women coming into your store each season in quest of the latest jewelry designs?  If they don’t turn to you, why not? 

Jewelry Information Center has provided these public relations and marketing suggestions to ensure your store attracts more fashion-forward shoppers: