How to Market Jewelry to Qualified Customers

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...

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Encourage Customers to Create Content for Your Jewelry Brand

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...

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Jewelry Design Thief

The Importance of Watermarking Your Jewelry Photographs

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,...

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Etsy Jewelry Marketing

5 Tips for Marketing Your Etsy Jewelry Store

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...

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How to Avoid Advertising

How a Jewelry Brand Can Avoid Spending Money on Advertising

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...

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Collection

The Role of “Curation” in Jewelry Marketing

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...

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Popularity Contest

Should a Jewelry Brand Buy Followers and Likes?

Recently, I had the chance to meet my new friend Jilienne - jewelry connoisseur and jewelry marketing/PR extraordinaire - for coffee, and we chatted about social media marketing for jewelry brands. At some point, a stranger interrupted our conversation and added his thoughts about buying likes (and taking "desperate selfies," but that's...

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Hosting a Blogger Event

How to Host a Blogger Event for Your Jewelry Brand or Store

Maybe you're a jewelry designer or brand who's been wary of spending money on traditional advertising. You're not sure if you'll receive a return on your investment. I don't blame you - some of the ad industry's most vocal critics believe that "selling" is no longer an effective strategy and that, instead,...

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