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...
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 a...
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, creating...
Joining Twitter or trying to find Twitter followers can be an intimidating task. Some brands that have been using Twitter since it was launched in 2006 have had a decade to cultivate a following, while others amass followers simply because they're already popular and well known outside of social media. Is being overwhelmed or...
As someone who spends a fair amount of time using Twitter to search for jewelry designers and retailers, I've read hundreds of feeds and have seen many approaches to using Twitter for business. You might feel confused by Twitter, and maybe you're not sure how to plan a Twitter social media strategy. In this post, I'm...
Black cats, Friday the 13th, or walking under a ladder may produce negative outcomes. On the other hand, an itchy palm, a four-leaf clover, or a heads-up penny can inspire something favorable, depending on who you ask. Either way, all are examples of superstitions. What are some that you believe? I recently...
One of the most difficult aspects of photographing jewelry is capturing its "sparkle," especially the brilliance, fire, and scintillation of a beautiful diamond. In the jewelry industry, sharing a beautiful product photo on your website or via your social media accounts is the most effective way to entice a customer who isn't...
So you're wondering: what the heck does poking a needle through my ear lobe have to do with marketing my jewelry brand? In this post I'll show you what ear piercing can teach you about increasing your jewelry brand's strength and presence. I recently stumbled across a fascinating history of ear piercing, focusing mostly...
