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

Practice Good Citizenship Year-Round

Being an active and positive force in your community shouldn’t just happen during the holidays. Jewelers of America’s “Cracking the Code: A Guide to Jewelers of America’s Code of Professional Practices” encourages you to connect with and give back all 365 days.

Each month, we're excerpting sections of the Guide, offering up insightful strategies to help improve your business. This month, we share tips on getting more involved with your community.

Why You Must Redefine the Customer Experience to Thrive

For jewelry brands, customer relationships have always been a foundation of success. Jewelers pride themselves on being some of the most customer-centric retailers in their communities. So you should be relieved to learn that succeeding with the modern consumer – in our increasingly networked, digital world -- is going to require a renewed and refocused emphasis on customer service and relationships.

This is the premise in the great new marketing book, The Hidden Power of Your Customers: Four Keys to Grow Your Business Through Existing Customers, by Becky Carroll -- customer advocate and social media marketing expert. In the introduction to the book, Brian Solis, principal analyst at the Altimeter Group, writes: “As everyday sales and service become commodities, experiences and relationships become paramount.” That’s good news for jewelers, who already excel in the realm of the customer experience.

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.

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.

Holiday Emails You Can -- & Should -- Plan Now

Get ahead of the rush by planning your end-of-year customer outreach with these tips from Constant Contact

It’s hard to believe the holiday sales season is almost upon us. And yet, before we know it our inboxes will be full with emails offering exclusive coupons and sales from big-box and chain retailers to motivate holiday spending. As independent jewelers, you should prepare your holiday messages in advance to differentiate your small business from the competition -- and stand out from the clutter of pre-holiday offers. 

Live From JCK Show: What's Hot, What's Not

Fashion and fine jewelry go hand-and-hand, and yet not every retail jeweler is knowledgeable on the current trends. Jewelers of America keeps its members up-to-date on jewelry trends through the trend forecasting expertise of Director of Media & Special Events Helena Krodel, who provides seasonal Jewelry Trends Reports on www.jewelers.org.  She recently presented the seminar, “What’s Hot, What’s Not,” at the JCK Show in Las Vegas, which detailed how to follow jewelry and fashion trends and make them translate to more in-store sales.

Some top tips from her session:

Live From JCK Show: The Essentials of Marketing

At the 2011 JCK Show in Las Vegas, JA Director of Education & Member Services David Peters led a seminar on “The Essentials of Marketing.” He gives us some of his top tips from the seminar for those who missed this excellent overview.

Peters told the audience that the elements for true marketing success include:

1. All company policies, activities and decisions must be governed by the fundamental principle of satisfying customer needs
2. Comprehensive marketing plans must be established and followed
3. ROIs must be measured and reacted to
4. Profitability (as opposed to sales volume) and relationship-building are the two primary measurements used to determine success of any given endeavor

Peters revealed the Top 10 marketing principles to achieve marketing success. We've highlighted three of the best here.

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.

Adding Web Videos to Your Marketing Strategy (Part 1)

By Stan Bashmashnikov

Jewelry retailers are gearing up for all things summer. This traditionally “slow” season doesn’t necessarily have to be. Customers will flock to your store through a fun and interactive social media strategy using online video. Audio & Video Production Expert Mark David Zahn's article, "Is your Flip video camera killing your brand image?," provides video how-tos for even the most inexperienced. We've included a hit list of his advice to help you start generating excitement about your brand with web videos.

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.

Royal Wedding: Royal Jewelry Heirlooms

Ever since Prince William presented Catherine Middleton with the 18-carat oval blue Ceylon sapphire and diamond engagement ring worn by his late mother, Diana, upon her engagement to Prince Charles, savvy jewelry manufacturers and retailers everywhere took notice -- and for good reason. Jewelers from London to New York have been reporting surging demand for blue sapphire bridal jewelry. 

The Royal Wedding also gives jewelers an opportunity to reiterate to customers the importance of jewelry as heirlooms that signify the meaningful moments in their lives. Royal Families have always understood the importance of jewelry as heirlooms. Prince William said giving Catherine his mother's engagement ring would ensure his mother was there in spirit for the special occasion.

 

Tell your customers about these famous jewelry heirlooms from the British Monarchy and look like a royal expert on the subject:

Reap Rewards with Jewelers Mutual’s Platinum Points program

Now is the perfect time to get with the program, or more specifically, Jewelers Mutual Insurance Company’s Platinum Points program. Visit JMPlatinumPoints.com to enroll today so you’re ready for May.  In celebration of Mother’s Day, Platinum Points participants will earn DOUBLE POINTS on all new referrals* sent to jewelersmutualinfo.com throughout the entire month of May (effective May 1-31,2011). Take advantage of the increased Mother’s Day traffic to make more referrals, rack up more points, and cash in on those sought-after items on your wish list!

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.

Only Few Spots Left in AGS Jewelry Fashion Show

Don't miss out on a once-a-year opportunity to network with the best retailers in the business, who will see your designs on and off the runway during a Fashion Show and Showcase Reception! Register to participate in the Supplier Fashion Show & Showcase, held Wednesday, April 27, during the American Gem Society Conclave in San Fransisco, CA. There are limited spots available, so register today!

Click to download application and register before the spots are filled!

Jewelers of America's consumer education arm, Jewelry Information Center, is producing the Fashion Show this year, which offers advanced visibility for your jewelry:

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.

Retail Resolutions, Part 2: Merchandising Trends to Try

In "Retail Resolutions, Part 1," we listed some key marketing trends that Tobe, a fashion and retail analyst firm, projected would be key to consumer attraction in 2011. Tobe's annual State of the Consumer Report also gave retailers a guide to top 2011 fashion and merchandising trends. For fine jewelry retailers and designers many of these trends involve simple-to-implement strategies like re-featuring classics and incorporating color.

Use the following trends to help you formulate your year-long merchandising plan:

Retail Resolutions, Part 1: Marketing Trends to Try

Have you planned out your business resolutions for 2011? To help you get started Tobe, the international fashion and retail authority, has written its annual State of the Consumer Report, which includes their projected top retail trends for 2011. To help retailers formulate long-range business plans for success in today’s hyper-competitive consumer-driven economy, State of the Consumer identifies and analyzes changing demographics, emerging business opportunities, and lifestyle influences impacting the retail industry.

We've highlighted their 2011 marketing and merchandising retail trends that fine jewelry retailers and designers should consider implementing -- or they could find themselves losing to digital- and fashion-savvy competitors.

Retail's BIG Blog | Top ten holiday trends for 2010

The National Retail Federation released its Top 10 list for holiday retail trends. There's a lot here that's good for our retail jewelry members. According to NRF, value will trump price as a priority for consumers, who are looking for customer service and merchandise quality -- two things Jewelers of America Members master. Jewelry is second on women's holiday wish lists -- with 33.3% of women picking it as their gift of choice. Read the complete list and pass on to your holiday sales team . . . click here for full article.

via blog.nrf.com

Samuel Gordon Jewelers: A Small Business That Gets Social Media | BNET

Daniel Gordon, president of Jewelers of America-Member Samuel Gordon Jewelers, was recently profiled on BNet.com in an article detailing how he reduced the annual marketing budget to $50,000 by embracing social media marketing. Read what makes the company's strategy a success . . . click for full article.

via bnet.com

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.”

Just for Jewelers: Free Internet Marketing Tip Series!

We just received a press release announcing an event that includes a "week of Internet marketing tips for independent jewelers" and wanted to pass it on to The JA Report's retail jeweler readers!

The Event: Just for Jewelers: A Week of Internet Marketing Tips For Independent Retail Jewelers
When: October 11-15, 2010
Where: Online

Mac and Cheese Web Marketing announces an online social media event Just for Jewelers. Starting October 11th, Mac and Cheese's Facebook page will feature free daily tips specifically for independent jewelers

JIC Promotes Fall Fine Jewelry Fashion Across Nation

On August 25th, Amanda Gizzi and Helena Krodel, the expert spokespeople for Jewelry Information Center (JIC) -- Jewelers of America's consumer education arm, performed more than 30 television interviews about fall fine jewelry trends on morning shows across the nation. The media tour promoted the jewelry collections of Jewelers of America Supplier Members, while motivating audiences to seek out Jewelers of America Retail Member stores for their fine jewelry purchases.

How can anyone manage to be in 30 cities in one day?  If anyone can, it is the JIC ladies!

Helena Krodel (left) and Amanda Gizzi, of Jewelry Information Center, showcased
the fall fine jewelry trends on news stations across the country.

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. 

Ingredients for Internet Marketing, Part 2: Understanding Traffic

By Vedran Tomic is an Internet marketing consultant, who specializes in local search and is a contributor to SmallBizTrends.com, a small business news site

In Part One of “Ingredients for Internet Marketing for Jewelers,” Internet Marketing Consultant Vedran Tomic explained the importance of web design, social media and local search to your Internet marketing campaign. Now, he explains how organic and paid search helps build your web traffic and increase your customer base.

To have a decent return of investment (ROI) on your Internet marketing efforts, you will need to get traffic to your website. More specifically, you will need targeted, qualified traffic. In the case of local brick-and-mortar jewelers, this means web traffic from people in your area interested in jewelry.

Web traffic can be acquired in many ways. In this guide, I will concentrate on traffic from search, because search is arguably the most important channel of traffic acquisition. There are two types of search traffic: organic search traffic and paid search traffic. No search marketing strategy is complete without both of these models at work. However, it’s important to understand each method’s advantages.

Ingredients of Internet Marketing Success for Jewelers, A 2-Part Series

By: Vedran Tomic is an Internet marketing consultant who specializes in local search and is a contributor to SmallBizTrends.com, a small business news site

Why Internet Marketing?

Growing a small business without a clearly defined Internet marketing strategy today would be more than just difficult. Consumers have never had as many choices and as little time as they have today. The Internet has not only given consumers more options – but also more power to influence your business’ reputation and success. People can grow your business beyond your imagination just by sharing their experiences with their friends and family in person and online. They can also cut your business in half by posting negative reviews on the web.

Traditional advertising methods through TV, radio and print ads offer lower and lower ROI, as consumers are choosing the Internet to explore, decide and shop. This is true for retail jewelry, as well as all small businesses. But this is not the end of marketing; it is the beginning.

Using the Internet to put your business directly in front of a costumer who is searching for your services or products, at the moment she's searching, is one of the best ways to market your business. This is the reason every small business owner should revisit their marketing budget and consider allocating more resources and effort into Internet marketing.

Bridal Jewelry for the Next Generation

While bridal jewelry endures, jewelry businesses need to stay ahead of the curve in terms of what younger couples are looking for. Industry analyst Ken Gassman, who spoke at last month’s JCK Show in Las Vegas, says that young consumers want to stand out from the crowd when it comes to bridal jewelry, from the engagement ring to the wedding day (and if you get it right, beyond).

He offered the following tips on how to sell bridal to your next generation of customers:

Check Your Business Temperature

Attitudes, including those of consumers, have definitely improved since the start of 2010. But while things appear to be improving, but there are also indicators (like the jobs and housing markets) that we’re not quite out of the woods yet. That’s why it’s important to check the temperature of your business, especially as you look ahead to the second half of the year and the critical holiday season.

Some things to keep in mind as you look at your business today:

Use the Power of a Press Release

A new survey by the Oriella PR Network, a group of 15 PR agencies worldwide, found that 75% of journalists said an e-mailed press release from a PR pro is useful if the content is “high quality and well targeted.”  “These findings prove that ‘old fashioned’ public relations tactics are still important and can generate important awareness for your company,” says Amanda Gizzi, Director of Consumer Communications for Jewelers of America. 

There are a few simple things to remember when writing and submitting a press release.  Gizzi shares the following tips: