Trace Shelton is Editor-in-Chief of INDESIGN Magazine and Contributing Editor of INSTORE. His current favorite topics to cover include social media, marketing, and store environment, but you could also get him excited about merchandising and sales if you’ve got something new to say.
Happy Monday! I have to admit, what I’m sharing with you today is borrowed insight, but it IS incredibly useful information – at least, if you want to close more shoppers who would otherwise not buy from you.
A new generation is getting engaged and starting their jewelry collections – yes, it’s those Millennials again – and so it’s time for a different kind of ad campaign. Hearts on Fire, which proclaims its product The World’s Most Perfectly Cut Diamond, is going full steam ahead by unleashing a multimedia campaign next month in top fashion and bridal magazines, TV, digital and social media that says something much different about diamonds than has traditionally been said in the past.
I spoke with Brennan Scanlon, Referral Institute franchise owner and an executive director of Business Network International (BNI), this week, and he told me that too many jewelry retailers are waiting in their showrooms for their advertising to bring customers in instead of going out and building relationships. And it makes sense: Why not put some elbow grease into growing your customer base?
Persona Jewelry+ creative director Dustin Rennells recently expounded on the Boston store’s beautiful window displays for an upcoming Case Study installment for INDESIGN, and I was struck by his use of a famous book for the window theme – in this case, Winter's Tale by Robert Sabuda. The book features stylized artwork and intricate pop-up engineering. Rennells took the concept and expanded it into a series of windows for the store’s holiday displays last year.
Inventory experts would have you reorder every fast-selling piece in your store – and they’re generally right. However, when it comes to designer jewelry, Ellen Hertz of Max’s in Minneapolis says she never reorders a piece. It’s got to do with exclusivity and originality. Says Hertz: “Our designers have to come up with new designs if they want me to keep buying from them. To me, the value proposition for customers is that they get to see new stuff every time, so they'll keep coming back. And, they won't see the same piece worn by their friends around town."