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Before You Start Digital Marketing, Do This




Here’s a Plan You Should Stick To, See

Truth is, I sees it all. I can spot a marketing joe who is just bumping gums likes no one. They just looking for that cabbage, see. Such is business, heck no one wants to become some dewdropper pressing flesh for a penny, savvy? Yet it’s easy because most retailers are behind the grind when it comes to digital marketing; out of their element. See, when retailers are searching for some cat to handle their digital marketing; if they don’t understand the process or what they need, they automatically become dizzy with the dollar and cost is all they see. So they sometimes partner with the wrong bird and that’s when things go wrong.

Can I Be a Straight Shooter with You?

Look, it’s not my place to point out when someone else’s marketing is all wet, but sometimes you can spot that type of jasper a mile away. A retailer who always defaults to the cheap is bananas and bound for failure, but I sees it every day. It’s like paying $250 for a business card sized ad, along with nine other schmoes, on a page in the back of a magazine vs. the $1,500 full page ad. Everyone knows the business card size ad is a dive and the full page ad is certain to get the peepers, but they think they are saving some dough. In reality, they have no plan and just threw out the $250 with the baby and the bathwater. Stop thinking only about them berries and choose the right partner and start building a plan!

You Need Someone on the Level

Start off by talking to someone who will be square with you and knows the ropes. After you chat with a few, you’ll know who is wise to your business and who is just some palooka trying to tighten the screws on ya. Once you have partnered with the right joint everything becomes eggs in the coffee moving forward!


Ok, next is to understand you hired someone who knows one’s onions, so don’t be a drip, follow their lead. The last thing you want to do is gum up the whole operation. Remember, Rome wasn’t built in a day see and things take time. You want a 3 to 6-month test? Then you’re already starting out behind the 8 ball and after that 3 – 6-month period, you most likely be some poor sap who took a trip for biscuits. Plus, you come off as a client who is already looking for the run-out. So, do yourself a favor and don’t take any wooden nickels. Instead, do your due diligence and find the right jobbie to partner with, commit to a year plan and chances are you’ll be on all six and sitting pretty.

It Takes Two to Tango

If you’ve been reading between the lines, you’ll notice I mention partner a couple times. This ain’t no solo job. Yous got to do your part. If you’ve found the right gee, they probably will need to know or get a few things from you. It’s best if everyone knows the lay of the land.

Look, I knows this type of commitment can make one all nerves, but if digital marketing was a piece of cake you wouldn’t need to hire a whiz to run the show. You’ve probably also noticed we haven’t talked much about digital marketing specifics…that’s because most retailers get off on the wrong foot to start. So, avoid getting balled up with some Mickey Mouse outfit who don’t know doodly-squat, follow my friendly advice, and everything will be aces and you won’t end up with a digital slugburger.

See, digital marketing is like speaking a different language. Sure, you get the gist, but unless you’re some sort of abercrombie, there’s a lot of things you won’t understand if you decide to jump in the trenches. It’s what you don’t know that always trips you up, because you never knew to even ask before you spit hands. I’m not trying to bust your chops, we all needs to manage our scratch, but maybe it’s about more than the $250.

Fruchtman Marketing is a full-service agency that specializes in the jewelry industry and works with many of the country’s finest jewelry retailers, manufacturers, designers and trade groups. The company has presented seminars at the most prominent trade shows, including JCK Las Vegas, IJO and The Centurion Jewelry Show, and contributes to top industry publications. Visit the jewelry marketing experts at



Les Georgettes

It’s All About Choices

With beautiful jewelry from Les Georgettes, choice is everything. Choose a design. Change colors. With 30 styles, 3 finishes and 48 stunning leather colors, you’ll never be at a loss for a unique piece of jewelry. Create, mix, stack and collect Les Georgettes by Altesse. Made in France.

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Eileen McClelland

2019 Big Survey: 10 Times When Jewelry Store Employees Left the Job in Dramatic Fashion

Results of the 2019 Big Survey have been rolling in. Here’s a sample.



WE ASKED SURVEY respondents to share the most epic ways they’d seen someone quit or be fired. Dealing with employees on their way out can be touchy. Sometimes these unfortunate encounters even culminate in award-winning dramatic performances. Read on for the most memorable ways employees have parted ways with jewelry stores:

Top 10 Countdown

The award for best dramatic performance goes to the employees who:

10. Screamed at the top of their lungs, “I QUIT”

9. Showed up in pajamas, had a breakdown, then quit and walked out.

8. Threw rings at the boss while asking for a raise, then quit.

7. Threw a crystal piece through a showcase shelf.

6. Hit the jeweler in the head with a bag of bananas.

5. Threw his key at me.

4. Came in wielding a pipe wrench screaming that we were liars.

3. Ran out of the shop, arms raised in the air, saying “he’s trying to kill me.”

2. Got drunk at a charity event we were sponsoring, hit on one of the ladies and pulled her skirt up. Police were called.

And the No. 1 best dramatic performance goes to:

1. The employee who hired a marching band to quit.

The 2019 Big Survey was conducted in September and October and attracted responses from more than 800 North American jewelers. Look out for all the results in the November issue of INSTORE.

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Wow Your Customers with This Video Messaging App

Jewelers can make online experiences feel a lot more like in-person experiences.




DO YOU REMEMBER the last time a business did something unexpected for you? Something you truly appreciated? Of course, you do. Those are the moments that imprint themselves on our memories. For me, it was with a video messaging app called Bonjoro.

My Wow Moment

When I signed up for their free trial, I expected to get a video message from them. That’s what they do. And they told me I would. What I didn’t expect was to get a video answer about a tech issue I was having minutes after I emailed them about it. That blew me away.

In the jewelry industry, we pride ourselves on our in-store service and fret about our online marketing. Gone are the glory days with greater foot traffic. Now everyone wants to kick the tires online before they commit to coming in. But what if you could bring your amazing customer service to customers before they ever stepped foot in the store?

Bonjoro to the Rescue

That’s exactly what Bonjoro allows you to do. Bonjoro is an easy to use video to email messaging app for businesses. They make recording and emailing a personalized video to customers almost effortless. And you can even send these videos when they’ll have the biggest impact, like right after they fill out a contact form on your site.

Imagine a prospective customer visits your site. They fill out a contact form with some details about the type of engagement ring they’re looking for. After they press submit, someone on your sales team gets a notification. Once they have a free minute, they pull out their phone and record and send a video in less time than it would take them to respond to the email.

“Hi, Jim! I know exactly the style that you’re looking for, and we have some great options for you. You can see a few of them in the case behind me, but I have a few more that I’d like to pull out and show you. You mentioned that you have a lunch break at noon. Why don’t you stop by tomorrow, and I’ll have them all ready for you? In the meantime, there’s a link to our website’s engagement ring gallery in this window. If you see anything else you like, you can write me a quick message, and I’ll be sure to add it. See you soon!”

An Experience Like No Other

This is an experience most jewelers aren’t going to offer. The enthusiasm and confidence communicated in a video are hard to match in an email response. And the customer has likely never received a response like this from a jewelry store. Just the thought that someone took the time to personally address them with a video will make them more likely to stop in. Plus, they already feel like they know you.

Almost Face-to-Face

Bonjoro is a way to send quick, personalized videos to customers. They’re meant to be mixed into the daily routine and workflow of your sales team. This isn’t the time for high-quality video production or perfect angles. This is much more personal and organic than that.

People online aren’t used to being addressed personally by video. It gives them a personal touch that usually only happens in the store. When you use Bonjoro, the most important thing is to press the record button and talk to the customer like they’re right there in front of you. What a wonderful way to wow your customers!

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Commentary: The Business

Customer Fired for Cause

Her phone manners left something to be desired.




Laurelle Giesbrecht of French’s Jewellery says her daughter Heidi, now 15, is not afraid to answer the phone despite what happened and calls it “a learning experience.”

WHILE VISITING A great friend and store owner, Laurelle Giesbrecht of French’s Jewellery in Alberta, Canada, we were commiserating over coffee. I have always loved hearing her stories about community involvement or win/win sales interactions. This time, she had a real doozy.

A customer had recently purchased a $300 ring for her daughter and had sent her back to the store for a free sizing. The young girl had decided it was not going to be on her third finger but the much larger first. That meant the ring needed to be sized from 5 to 10. For this, there would be a charge. The girl left the ring.

Laurelle’s daughter, Heidi, was answering phones as her mom finished closing the store. It was the last call before locking up. Heidi asked how she could re-direct the caller and then, holding the phone to her chest, asked her mom if she wanted to take the call. Mom assured her she was doing fine. It brought a smile to her face when she heard her daughter tell the caller that she would pass the message along to their HR manager.

But later at home, the true story emerged. The call had been from the original purchaser of the size 5 ring, and using a long string of vulgarities, she had demanded a full refund. The next day, typically affable Laurelle left a message requesting a return call. When the return call came, Laurelle informed the customer that the swearing she had done over the phone had been directed at her 13-year-old daughter. She added that she would not allow that treatment of any of her staff. After informing the customer that she would process a full refund, she asked for her mailing address so she could mail it. Laurelle calmly informed the customer that she was not to come back to her store.

But the story was not over. The customer ignored the request to not return to the store and instead brought a beautiful bouquet of flowers with a neatly written card. She wanted to personally deliver them to the 13-year-old child who had listened so intently to her vulgar language. This customer knew that the depth of her apology could only be appreciated by a face-to-face meeting between an embarrassed adult and precocious child!

If there are lessons here, they are written between the lines.

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