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.
In an industry sometimes hidebound by tradition, Ritani is breaking barriers all over the place. Two years ago, the engagement ring and fine jewelry company introduced a “clicks-and-bricks” model that united a brand-driven e-commerce website with its brick-and-mortar retailers. This summer, I reported on their incredible new user-friendly iPad software for jewelry retailers and their sales associates. And now, just two weeks ago, Ritani announced its Ritani Designer Collections initiative, which allows designers to sell through Ritani’s clicks-and-bricks web platform. More than that, Ritani promotes the designer lines on its website.
A study released this week by Emory University economics professors Andrew M. Francis and Hugo M. Mialon determined that men who spent between $2,000-$4,000 on an engagement ring were 1.3 times more likely to get divorced than men who spent between $500-$2,000. (The study also showed that spending less than $500 on a ring led to higher divorce rates.)
In an industry like jewelry where every business seems to be a family company, advice on doing business with a romantic partner might seem superfluous. On the other hand, it might be exactly the kind of advice that some couples in our industry need.
One restaurant server recently made the difference between a good evening and a memorable one for me and my wife. The difference may seem slight, but that’s the kind of service that can make a business owner rich.
Last week, I wrote about how canned marketing and PR is just a big fat waste of money, so this week, I thought I’d write about a designer who’s used her marketing opportunities to the fullest: Jacquie Aiche. Despite running no traditional national advertising campaign in the usual print vehicles, Aiche’s jewelry is a staple among editorial picks, appearing in six magazines in September alone (check it out here to see all the coverage yourself).