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...
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...
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...
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...
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...
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...
Jewelry can be so easy to copy; some swindling entrepreneurs attend trade shows just to peep other designers’ works. Then, they decide how they can manufacture the designs with cheaper materials. Ultimately, they try to sell their knock-off pieces at lower prices. Even worse, many consumers don’t understand the true value of diamonds, precious...
I love Etsy, the online marketplace for handmade goods. When I’m looking for something unique at an affordable price point, I know I’ll be able to find the perfect item, made with love, on Etsy. I’ve purchased lots of jewelry and findings on Etsy: a custom copper pendant that I incorporated...
These days, most jewelry designers work on a shoestring budget, reinvesting whatever profit they make into creating new pieces for their collections. Furthermore, jewelry store owners are wary of spending money on advertising because they can't predict its effectiveness and what its return on investment will be. Through advertising in the late 1940s, diamond brand...
Most shoppers crave a point of view; they want to understand how an article of clothing or a piece of jewelry like a bold necklace can fit into their lives and how they should wear those items. Otherwise, they'd be overwhelmed by too many choices. At the height of print media, fashion magazine...
