Know Your Jewelry Brand’s Customers – But Let Them Surprise You Too

Signet, parent company of jewelry retailer Jared the Galleria of Jewelry, recently announced that it will be dropping the well-known tagline it has used in its advertising campaigns for more than a decade. “He Went to Jared” is being replaced with the new tagline “Dare to Be Devoted”.

McKinney, the advertising firm that worked with Jared on the campaign (watch the commercials here), “created something that celebrates devotion in all its forms”. I admire the new tagline and think it enables Jared to emphasize the emotional element of buying and gifting jewelry without trapping themselves in a tiny ring box.

These new TV, radio, and online components are a reminder of how important it is for a jewelry brand to knows its customers – without assuming too much about their behavior. In fact, the new campaign invites customers to surprise the brand and dream up new, personalized ways to work the Jared into the story of their lives.

How well do you know your customers? What inspires, motivates, and moves them? What are their values, and what’s most important to them? As a jewelry designer or retailer, you probably at the very least have a vision of your target customers in your head. You’ve probably interacted with them in person or via phone or email, if you only operate an e-commerce store.

When we start working with a new client, one of the first things we do is create at least three Customer Personas, especially if we can’t immediately tell from looking at the client’s website and social media profiles who the target customer is supposed to be. Chances are, the target isn’t clear and needs to be defined.

For each Customer Persona, we exercise our imagination and create a lively three-dimensional Customer, like a character in your favorite book. We push far beyond demographics and write a narrative about the customer’s typical day, the customer’s online behavior, the customer’s influences, the customer’s shopping frustrations, and more. We want to know more than age, income, location, etc. – we want a complete picture of a beautifully imperfect human being.

Maybe the customer you used to serve five or 10 years ago isn’t the same customer today you serve – and won’t be your same customer in the future. You must continue to revisit your Customer Personas, so you can continue keeping the customer first and understanding the customer’s real needs and desires.

By launching this ad campaign, Jared is demonstrating at the very least an awareness that their customers no longer fit the traditional jewelry buying and gifting roles that may once have applied decades ago. While it’s clear they have defined their target customers, they also seem open to letting their customers surprise them. For jewelry brands, that moment of surprise can inspire innovation and ensure longevity.

What are you currently doing to better understand your customers and what they want?

6 Types of Event Marketing for Jewelry Brands

Engagement marketing, also known as “experiential marketing” or “event marketing”, can directly engage consumers with a jewelry brand and its products. The importance of engagement marketing today is hard to deny. According to the recent study conducted by Event Track, “70% of users become regular customers after an experiential marketing event”.

Are you wondering what engagement marketing can look like for a jewelry brand? Here’s one example on a grand scale: in 2017, jewelry brand Damiani hosted an influencer event to celebrate the beginning of their exhibition “A Century Of Excellence And Passion”, which took place at the Palazzo Reale in Milan. They invited Instagram influencers like Eleonora Carisi, Paolo Stella, and Candela to dinner, where the women wore Damiani jewels and posted about the event using hashtags like #PalazzoRealeDreamsDamiani and #PalazzoRealeDreamsD.

Why host such an elaborate event? It allows consumers see the jewelry in action, worn in a setting where the brand intends its jewelry to be worn. In this case, Damiani sells luxury jewelry, so the goal was to create an atmosphere of aspiration.

Can’t afford to host an event of this caliber? Don’t worry: you can still leverage engagement marketing for your jewelry brand. In this blog post, we share six types of events you can consider hosting:

Trunk Show or Pop Up
For most jewelry brands without a brick-and-mortar retail space, engagement marketing means a trunk show or pop-up sale. While a trunk show is a sales event that typically takes place in a retail boutique, a pop-up sale can happen anywhere but typically takes place in a space that’s been rented for a short period of time. You may be surprised to learn that you can search for pop-up space via websites like Storefront and Popmark.

Styling Event
I was originally inspired to write this blog post after I saw this great editorial from JCK – the headline “Tired of Trunk Shows?” caught my attention. While trunk shows can be very profitable for many brands, some aren’t seeing the returns they’d like. Instead, try a styling event, which will require your jewelry brand to partner with a fashion brand and perhaps fashion stylist, hair stylist, and/or a makeup designer. When a customer can see herself incorporating a piece of jewelry into her story, she’ll be more likely to buy it. By giving her all the pieces of the complete story, you help her facilitate the process.

Influencer Event
Just because your influencer event isn’t as elaborate as the one hosted by Damiani doesn’t mean it can’t be successful and draw attention to your brand. If you cater to a local audience, consider inviting a few local influencers to your jewelry studio or retail space for a reasonably-priced catered meal and let them try on some of your favorite pieces. During the event, take photos and share them on your social media platforms, on your blog, and in your email marketing. Send the influencers home with bottles of wine and a small token of your appreciation. You can even do a virtual influencer event with a personalized hashtag.

Workshop or Class
Do your customers tend to appreciate your jewelry more once they understand how it’s made? Consider offering a master class to show your customers how you create your product. You can even let them try their hand at a very basic version of something you’ve designed to take home for themselves. Once they understand how much work and talent it takes to produce your pieces, they’ll want to buy the pieces to fill their collection rather than try to recreate the pieces on their own.

VIP Experience
Your most devoted customers want to feel valued, and they’d love to feel like they’re part of a tribe that revolves around your brand. Since they know your brand better than anyone else, why not invite them to contribute feedback and then pamper them in return? You can consider hosting an in-person or virtual roundtable, where your VIPs get a behind-the-scenes sneak peek at works in progress. In addition, you can ask them what they’d like to see in future products. Reward them with an extra-special discount or a small token of appreciation.

Contest or Award
Did you know that contests can be a form of engagement marketing? Giving something away is just a small component of a successful contest. You’ll want to encourage customers to do something for you – like signing up for your email marketing list, sharing your content on their social media channels, contributing their ideas and feedback, using designated hashtags, or inviting friends to check out products. You can also consider giving out an award to a customer who shares the best social media photo or writes the most helpful product review on your website.

Would you like to find out how your jewelry brand can customize one or more of these engagement marketing tactics for your own individual needs and budget? Contact us today for more details.

Would Your Jewelry Brand Benefit from Influencer Marketing?

More clients have been inquiring about influencer marketing lately, and I don’t blame them. If you read any popular digital marketing advice, you’ll hear about the “magic” of influencers – get your jewelry on just the right celebrity or style blogger, and you’ll “make it” in the marketplace.

For example, in last week’s blog post I wrote about new trends in social media engagement and how brands like Adina’s Jewels are finding success with getting their jewelry on the celebrities, models, and fashion bloggers “du jour”. Surely any jewelry brand can do the same, right?

The realities of influencer marketing are a little more complicated. Some challenges include uninterested influencers who receive bags of free jewelry every day, paid/fake followers and likes, uncertainty about influencer reach, lack of control over how the product is being presented, a dearth of effective methods for measuring ROI, etc.

While I’m not completely against influencer marketing, I think it works best for jewelry brands at a very specific stage in their marketing journey and that meet certain other requirements. In this blog post, I share some of the ways you can tell whether or not influencer marketing is right for you:

Influencer marketing may be right for you if you see it as a stepping stone, not a permanent marketing fix. If you’re convinced that influencer marketing will open the flood gates to new customers, your expectations are too high. Given the very limited reach of today’s Instagram and Facebook users and the abundance of content, it’s unlikely that one or two posts will start a revolution. The best you can hope for is to plant the seed of brand recognition and pique the curiosity of a few customers.

Influencer marketing may be right for you if your jewelry brand is currently focused more on building brand awareness than pushing conversions. Today’s jewelry consumers have many options. If you think that featuring your jewelry on an influencer will boost sales in one day, you will be sorely disappointed. Sharing a special coupon code or incentive along with the influencer content may earn you a few sales, but you’d be better off capturing those customers’ email addresses for an email marketing campaign that leads them through the buyer’s journey with the goal of creating a long-term relationship.

Influencer marketing may be right for you if you can afford to give away jewelry – and cash. The influencers with the most reach make a living from their social media presence, so they ask for money and free product in exchange for their posts. According to recent reports, the average Instagram influencer fee is $1,000 per 100,000 followers. In this day and age, it’s difficult to know whether or not those 100,000 followers are even engaged or real. Numbers are just that: numbers.

Influencer marketing may be right for you if you target a very niche audience of jewelry customers. My belief is that influencer marketing works best if your jewelry brand targets a very niche audience, preferably a customer who has a hobby or interest in addition to jewelry. For example, if your most popular jewelry item is a cupcake pendant necklace, you may have some success targeting an influencer like @JoyTheBaker, who’s known for her baking posts but occasionally shares some stylish lifestyle shots like this one. Think outside the celebrity and fashion blogger boxes.

Influencer marketing may be right for you if your jewelry branding strategy is in place. If you’ve never taken steps like performing a Competitive Analysis, creating Customer Personas, or developing a Look/Tone/Feel for your brand, then you definitely should not be moving forward with an influencer marketing strategy. First, you must have the branding and marketing foundations in place.

Influencer marketing may be right for you if you have the patience and time to wait for results. Some of the most effective influencer marketing strategies involve long-term partnerships, where the influencer becomes more of a brand ambassador. That means, the influencer must be a genuine champion for the jewelry brand, and he/she must communicate enthusiasm over time.

Even if you think you meet all of these qualifications with your jewelry brand, I won’t move forward with an influencer marketing strategy if the jewelry designer or retailer has any illusions about what influencer marketing will offer them.

Above all, realistic expectations are most important, but at the very least, influencer marketing can provide a brand with helpful feedback about customers and insights about how to move forward in a marketing strategy.

Did this post make you change your mind about influencer marketing? Please add your thoughts in the comments.

Is Social Media Engagement Changing for Jewelry Brands?

If you’ve ever researched jewelry-related hashtags on Instagram, you’ve probably seen how saturated some of them are. For example, the #jewelry hashtag alone has more than 50,000,000 posts, while #jewelrydesigner has more than 3,000,000, and #jewelrylover has more than 1,000,000.

Do you ever feel like you’re struggling to stand out in a sea of sparkle?

On their Daily Insights blog, Gartner L2 recently published a post about the roles that social media platforms like Instagram, Facebook Pages, and Twitter play in social media strategies for jewelry brands. With Facebook and Twitter serving more of a customer service function these days, Instagram seems to be the only platform where brands can hope for discovery by new customers and engagement with fans.

A caveat: while it’s true that Instagram is definitely the platform where jewelry brands can hope for engagement, the number of total interactions is decreasing. However, not all hope is lost, and some jewelry brands are thriving on Instagram regardless.

These brands (L2 uses Adina’s Jewels as an example) are getting their jewelry on the celebrities, models, and fashion bloggers “du jour”, who serve as style icons to consumers who range from Gen Z to Young Millennials. Gen Z consumers “are often inspired by peers, which makes sense regarding their current life stage and their extreme connectivity to social media,” according to an article from Forbes.

At the same time, Gen Z consumers are not established in a career and only have income from a part-time job, entry-level job, or parental allowance. It makes sense that they’d be buying from a brand like Adina’s Jewels, which sells fashion jewelry priced between $28 and $1,450.

So what are you supposed to do about Instagram if you don’t target Gen Z? Is Gartner correct in wondering, has Instagram “reached a saturation point for jewelry content”? Should you give up on social?

My take: worry less about the numbers and focus more on developing your Instagram as the absolute best representation of your brand – like a visual elevator pitch. Use it as a proving ground to try new imagery, colors, or artistic direction. Consider it a place to practice your brand voice by exploring new iterations of your caption copy.

If you’re doing all these things right, you may not hit the high numbers, but you will attract the right customer, if she’s on Instagram. If she’s not an Instagram user, then maybe her social-media-savvy friend or daughter will tell her about you, and you’ll find your way to her anyway.

How to Prepare Your Jewelry Marketing for 2019

Today, JCK published an editorial titled “3 Predictions for the Jewelry Business in 2019 and Beyond“. At the 2018 GIA Symposium, Scott Galloway – marketing professor and founder of market research platform Gartner L2 – shared his thoughts about the future of jewelry.

He predicts that in 2019, 1) lab-grown diamonds will potentially disrupt the industry, 2) the jewelry market will begin to see a consolidation of independents, and 3) brands will need to promote a culture of experimentation and innovation in order to stay relevant.

In this blog post, I’ll be focusing on the final prediction and how digital marketing can support this need.

Too many legacy jewelry brands are sitting on their thrones complaining that brick-and-mortar retail is dead and that consumer shopping habits have changed. They blame everything except their lack of experimentation and innovation for declining sales.

The truth is that brick-and-mortar is actually doing better than many critics expected, and consumer interest in jewelry is high.

For example, even though global sales of real and costume jewelry are rising, “Recent years have proven difficult for Tiffany,” according to AdAge. Once the gold standard for jewelry gifting, legacy brand Tiffany has not pursued the experimentation and innovation necessary to keep up with the tastes and preferences of younger generations.

While young brands do have an advantage, since they can approach sales and marketing with a fresh eye, every brand can benefit from creating and executing a digital marketing strategy that emphasizes and communicates their commitment to pursuing innovation, satisfying customer wants and needs, and anticipating new trends.

To stay relevant, before sure to include these elements in your digital marketing for 2019:

  1. Invite customers to peek behind the scenes. If your research and development truly revolves around innovation, then your customers will see and appreciate that. Through video, Instagram Stories, blog posts, social media posts, and other forms of content marketing, show your customers your creative process.
  2. Regularly ask your customers to provide suggestions and feedback. Incorporate surveys into your email marketing campaigns, do Instagram Story polls, and even consider forming a VIP focus group of some of your most enthusiastic customers. Offer special discounts or other perks in regard to the input.
  3. Consider creating limited-edition “experimental” designs to see how they perform and then build marketing campaigns around these news designs. Push the boundaries of what you already design and produce and try something completely “out-of-the-box”. Customers will return to your website again and again to learn about the “next big thing” you’ve made.

How are you preparing your digital marketing for 2019?

What’s “Marketing Myopia” and How Can It Affect Your Jewelry Brand?

Have you ever heard of a term called “marketing myopia“? You may have seen the word “myopia,” which is a fancy way to say nearsightedness. In relation to marketing, myopia means a brand has lost sight of the big picture and is focusing too closely on small details that only relate to short-term outcomes.

When a jewelry brand’s design and marketing teams are in the throes of product development and promotion, they often become laser focused on making sure a product is just right and that the corresponding marketing is attractive and appealing.

Let’s look at a more specific example. Imagine a jewelry brand’s marketing team has become obsessed with growing the brand’s Instagram presence because Instagram converts. They focus heavily on getting “likes” and feel discouraged when a post doesn’t attract as much activity.

Meanwhile, the brand hasn’t invested time, attention, and money into customer service, product innovation, content marketing, and real relationship building.

Now, there’s nothing inherently wrong with focusing on Instagram, especially if customers are finding the brand through Instagram and actually buying products they see in posts. However, this approach is limiting for two reasons.

  1. When product development and marketing is the sole focus, a brand may lose sight of its overall mission. In addition, they forget what the customers really want, which is often more than a pretty picture they can “like”.
  2. Focusing all time, budget, and attention on Instagram strategy is short sighted, especially for a jewelry brand that hopes to remain relevant many years from now. Who’s to say that Instagram will still be popular in 5-10 years?

So how exactly can you avoid marketing myopia? First, you need to fully understand what you stand for as a brand and know what sets you apart in the marketplace. Then, you must never lose sight of your core value proposition and constantly consider how you can communicate it to your customers, whether your brand is 5 years old or 50 years old.

Studying heritage jewelry brands can help you better understand this concept. A brand like Tiffany & Co. has been around since the 1800s. It’s true they’ve pushed the boundaries with some of their collections over the years – appealing to new customers and evolving with the fashion trends. However, they’ve never lost sight of the fact that they make jewelry that people love to receive as gifts. They’ve kept their iconic blue packaging and the personalized shopping experience sacred.

Have you ever experienced marketing myopia? How do you pull your brand out of this state and reconnect with your customers on a more personal level that will stand the test of time?

Don’t “Boost” Facebook Posts or “Promote” Instagram Posts

If your jewelry brand currently has a social media marketing strategy that involves Facebook and/or Instagram, you’ve probably seen notifications like:

“People are boosting posts like…to reach more people. Try boosting this post.”
“This post is performing better than 90% of other posts…”

Have you tried boosting a post to see if it would reach more followers? I don’t blame you. Boosting isn’t the worst idea, given that organic reach has declined in the past few years, and advertisers now get top priority in users’ feeds.

If you feel frustrated with your lack of engagement or followers on Instagram or Facebook, you probably feel desperate sometimes. You may be thinking, “If $5 will help my efforts, why not?”

I’m here to let you know that you’re wasting your money. Five dollars may not seem like a lot to waste, but consider this: you could be putting that money toward a more strategic Facebook/Instagram advertising campaign that will yield results.

Let me put it this way: if you had the choice between your favorite, tried-and-true stylist for your next haircut or – for about the same amount of money – a stylist selected by a complete stranger who’s never even seen a photo of you, which would you pick?

Boosting your posts is like trusting your haircut to a complete stranger. Let me save you from walking out of the salon with a mohawk you definitely did not want.

Instead of boosting that post, consider investing in a strategic Facebook advertising campaign, which doesn’t have to cost you more than $5 or even $10 per day. Not only will it be more effective, but it will also force you to sit down and think about your target audience, your brand, the way you’re communicating your brand to your target audience, and your goals.

When you create a Facebook advertising campaign from scratch, you have full control over the demographic that you’re targeting, which is better than blindly trusting Facebook to know who to target.

In addition, you can write interesting ad copy with a clear call-to-action, rather than simply boosting whatever you wrote on your post and hoping it resonates with your audience enough to inspire them to “Buy” or “Learn More”.

Finally, you can choose images that seem popular and then test them. For example you can try one image with two different headlines to see which one resonates best with your target audience. You may even find that your 21-30 female demographic actually isn’t responding well to an image you thought they would like – and that the image is better suited for an older demographic. Advertising the right way can provide you with valuable insights about your brand.

If you’d like to learn more about how to do Facebook advertising the right way, contact me for a free consultation.

Grid + Lock: Is Your Instagram Grid Locking Down New Customers?

If you were given a random lineup of Instagram profiles for jewelry brands – with the usernames hidden – would you be able to determine which ones are corporate jewelry brands and which ones are mom-and-pop jewelry shops?

You’d likely analyze the quality of the images, the caliber of models, and the overall cohesiveness of the grid. By “grid”, I mean all square photos stacked in three columns on any user’s main Instagram profile.

Not only are the most established and professional brands sharing the best photography on a daily basis, but they’re also thinking about how each photo connects to the next, telling a story and reinforcing the brand.

For an example, take a peek at the screenshot of Vrai and Oro’s Instagram feed (above) or visit their Instagram profile. Founded in 2014, Vrai and Oro is a fairly new brand, but they’ve attracted a lot of attention due to their innovative approach to jewelry. Selling only simple designs crafted from gold and diamonds, Vrai and Oro’s core values are quality, simplicity and transparency.

Vrai and Oro’s Instagram grid, which is clean and minimalist, communicates the brand very effectively. Not only is the color palette very limited, but the jewelry is presented in a way that seems very “no nonsense” and wearable. At the same time it’s beautiful and light.

Once you’ve determined your brand values and know how you want your customers to see you, then you can also take steps to make your Instagram grid a cohesive expression of your brand and tell a clear story that progresses from one photo to the next.

Do you know about the tools that can help you pre-plan your grid? PLANN and Preview are two of my favorites.

PLANN is one popular visual planner. When you download the PLANN app, you can upload potential photos for your Instagram feed and preview how they’ll look in your grid before you post them. If you’re not sure about adding a new tool to your technology mix, you can try PLANN for free with one Instagram account and upgrade later.

Preview has basically the same planning functionality as PLANN and costs $7.99/month for unlimited posts and some analytics capabilities. In my opinion, the two tools are very similar, and the one you choose will depend on personal preference.

What’s your favorite method for planning your Instagram grid? Are you new to the concept? Leave a comment and let me know what you think about building an Instagram grid as a branding strategy.

How to Market Your Jewelry to Qualified Customers

Especially at the beginning of their journey, many jewelry designers and stores are so excited to share their products with the world that they fail to identify their “dream” customer.

You’re probably thinking: but wouldn’t choosing a dream customer and only marketing to him/her limit my sales? Identifying your ideal customer has a number of advantages:

  • You can target your marketing in a specific way and, as a result, tailor your brand’s message.
  • Your rate of interactions with fun, enthusiastic, and excited customers will be much higher.
  • The “ideal” customers you attract will be much more likely to become brand evangelists and tell others about your brand.
  • Focusing on attracting your ideal customer will lead to a higher rate of conversion, and you’ll waste less time with fantasy shoppers who aren’t serious about buying from you.
  • Your jewelry will become synonymous with a certain group of people and will be more identifiable in the marketplace.

Look at it this way: you wouldn’t spend years in medical school to become a doctor simply to graduate with a medical degree and announce to everyone, “Hey, everyone, I’m a doctor now!” With that approach, you’d be hard pressed to find new patients. On the other hand, if you specialize in dermatology, patients with a specific need for skin care will look for you.

Now, perhaps it’s time for me to be more specific.

Choosing your ideal customer is one thing. But if your target market is high-school girls who don’t have any disposable income, and you’re selling jewelry outside of their price point, you might want to change “ideal” customer to “qualified” customer. Who would you love to service who can actually afford your products?

When I first started working as a sales associate for the largest jewelry retailer in the country, I used to get annoyed when the store manager (and our monthly quotas) required us to push credit on our customers. After a few months with the company and, in hindsight, I can see why qualifying the customer as soon as you possibly can is the ultimate sales/marketing strategy.

If you know what the customer can comfortably afford and how he/she can afford it, then you can help them find the perfect piece of jewelry and really sell it to your customer in a genuine, thoughtful way. If not, the customer will not likely approach you with a budget strapped to his/her forehead. Online, the budget guessing game is even more of an issue.

If you don’t offer credit or don’t have a way to financially qualify your customers, you need to tell your brand’s story in such a way that hints at your price points, even if the customer never sees your prices.

Not only do you need to speak in your ideal customer’s language and use imagery that appeals to your ideal customer, but you also need to communicate a message that the customer’s wallet will understand. Think of some of your favorite jewelry brands and their price points – in what ways do they hint at affordability or luxury?

In what ways can you better tailor your brand’s message to not only pre-qualify your customers but also attract better customers?

Featured photo by Sarah Reid

Encourage Fans to Create Content for Your Jewelry Brand

In his book Tribes: We Need You to Lead Us, marketing expert Seth Godin writes, “An individual artist needs only a thousand true fans in her tribe. It’s enough.”

That’s right: a jewelry store or jewelry designer needs only 1,000 tried and true fans to help inspire success.

How is that possible? 

Consider your own loyalties to your favorite brands and businesses. When you really like a local restaurant or bar, don’t you tell your friends about it? Maybe you even invite them to Happy Hour. Because of you, 10 new people will learn about the establishment and became fans themselves.

If you can convince just 1,000 people to become fans, those people will not only tell their friends and family members about your jewelry brand but they’ll also be more likely to create content that you can also share.

What do I mean? Here are five examples of how your loyal fans can create content that you can share and use as leverage for your awesome jewelry brand.

Encourage your fans to write Yelp reviews and then borrow review highlights for your own marketing efforts. Nudging someone to write a Yelp review is as easy as sending a follow-up e-mail or making a follow-up phone call to a happy customer. Most people don’t spend their days thinking about writing Yelp reviews, but a gentle reminder or even an incentive will prompt a satisfied customer to sing their praises. Once you’ve gathered some excellent Yelp reviews, share quotes from those reviews on your social media accounts.

Pro tip: I like to create “ready-to-share” graphics with solid-color backgrounds and text from the Yelp reviews.

Source guest bloggers (if you already maintain a blog). Some of your fans will love the opportunity to show others how they wear or style your jewelry. Maybe these fans already have fashion blogs or Instagram accounts of their own, and they’d like to gain more followers by leveraging your blog platform. Invite your fans to contribute guest blog posts that feature their tips for wearing your jewelry.

Cultivate the product reviews section on your e-commerce site, Etsy store, or even eBay page. Again, always encourage customers to leave product reviews. You may even want to consider providing a coupon code or contest entry as incentive for customers to write a review; after all, doesn’t a store with lots of product reviews (even lukewarm or negative reviews) appear to be more trustworthy and legitimate than a store without any cred? Share highlights from product reviews in your social media marketing.

Host a social-media-based contest that requires entrants to post something related to your brand. Maybe entrants must post a photo of themselves wearing your jewelry or submit a design idea for a future piece. Either way, they’ll be entering your contest but also sharing their creativity and your brand name with all their followers.

Host a blogger or influencer event. In a previous post, I discussed the advantages of hosting such an event and how an exciting event can encourage influencers to share their thoughts about your brand. The event can take place in your physical showroom/studio, or it can be completely virtual. Definitely make it worth your attendees’ while to attend.

Which one of these ideas would best work for your jewelry brand? How will you begin to implement these strategies? Share your thoughts in the comments below.

Featured photo by Graeme Maclean