The word "influencer" has become synonymous with digital influence. However, we forget influencers exist "in real life", and they’ve been shaping decisions since the beginning of humankind. After a recent personal experience with influence and jewelry buying, I started to reflect on consumer motivation and the meaning of influence. On Black...
You've probably thought about how you can use Pinterest as a customer-facing social media marketing tool. If you use Shopify, you've likely linked your store to your Pinterest account. You may have even promoted some of your Pins. But have you considered using Pinterest as an internal marketing tool? We're not...
With Thanksgiving approaching, you'll want to consider how to thank customers for choosing your jewelry. In today's marketplace, customers have many options, and you should never take their support for granted. When a customer makes a purchase, that purchase is more than a monetary transaction - it's an energetic endorsement. Have...
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...
Engagement marketing, also known as "experiential marketing" or "event marketing", can engage consumers with a jewelry brand and its products. The importance of engagement marketing 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...
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...
Do you feel like you’re struggling to stand out in a sea of sparkle? While it’s true Instagram is 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. If you've...
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...
