When Britten and Michelle Wolf of BVW Jewelers (Reno, NV) set out to produce a TV commercial celebrating same-sex engagements (and promoting rings to celebrate the same), they didn’t do it in order to target an untapped revenue source. “We just did it to show that we’re different,” Britten said yesterday in a SMART Show presentation moderated by yours truly.
Debbie and George Fox, owners of Fox Fine Jewelry in Ventura, CA, are 2015 America’s Coolest Stores first-place winners in the Big Cool category. In an interview on Sunday in the Cool Store Experience area with moderator Terry Chandler, president of the Diamond Council of America, the Foxes related how they searched for the perfect location for their store for nine long years.
Alan Berg, speaker, author, coach and consultant, has been called North America’s leading expert on the business of weddings and events. Berg is a featured speaker at the SMART Jeweler Show. Here are 10 tips for engagement sales that Berg shared on Saturday with retailers who attended the Smart Jewelry Show's pre-show education day:
When approaching new ways of marketing, retailers must completely change their philosophy and overcome a lifetime of ingrained habits, says Dominick Gabriel, senior vice president for Gabriel & Co.
Emmanuel Raheb, CEO of Smart Age Solutions (smartagesolutions.com), a digital marketing agency, explained to a strong afternoon SMART Show crowd today that independent retailers have the edge over big e-commerce giants like Blue Nile and James Allen because of their strong community ties – they just have to learn to beat the e-jewelers at their own game online. With more than 200 built jewelry websites and 400-plus jewelry retailers’ marketing campaigns managed, Raheb brought a wealth of credibility to his recommendations. Here were his 10 “must-do’s” for every website: