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.
Several years ago , INDESIGN did a story on how to “green” your jewelry operation – but the story came out just as the country was slipping into recession. After that, most jewelry retailers had to worry more about making ends meet than sourcing and sustainability. But today, those issues are more important to your customers (and potential customers) than ever.
A diamond is forever … again. At an industry breakfast today in Las Vegas, top executives of Forevermark (including U.S. president Charles Stanley and CEO Stephen Lussier) and De Beers (CEO Philippe Mellier) announced that Forevermark, the diamond brand of the De Beers Group, will resurrect the most powerful slogan in the industry – indeed, the “best advertising slogan of the century,” according to Advertising Age – this holiday season in a series of 15- and 30-second TV spots, as well as a print and digital media plan for New York and other top markets.
17 years ago when I began working as a copywriter for Williams Marketing, an ad agency specializing in small businesses (especially jewelry stores), media choice was fairly straightforward. There was print (newspaper and magazines), and there was what we called “intrusive media” (radio and television). My boss at that time, Roy Williams, was a big proponent of the power of sound to influence people even when they weren’t paying attention.
This isn’t another one of those sales advice columns urging jewelry retailers to build value in your diamond product while remaining firm on price. While that’s great advice, it’s a difficult game to play and ultimately, potentially, a losing proposition in business. Independent retailers do not have the buying power that Blue Nile or large corporations have. So if you’re selling commodities against them – and that includes diamonds; we’ve done it to ourselves by claiming they can be completely nailed down through technical measurements – you’re fighting an uphill battle.