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Manhattan Branding Guru Offers 5 Ways to Make Your Brand Shine

Her company’s client list includes Google, Clinique, Macy’s, L’ Oreal, and Blundstone.

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Abigail Honor is founder and CEO of Gluttony, a Manhattan-based branding and marketing agency. Gluttony’s client list includes major international brands, such as Google, Clinique, Macy’s, L’ Oreal, and Blundstone.

Gluttony’s experience in the jewelry and watch categories include crafting commercials for Ritani and designing and launching a 12-language global website for watchmaker Bulova.

Gluttony’s most recent industry project is designing the brand message for Stephen Silver, a custom and estate wholesale jewelry house that made the transition to a retail boutique last year in the Rosewood Hotel in Menlo Park, CA.

Stephen Silver’s brand message is about elegance and luxury, custom design, hand-made craftsmanship, rare, one of a kind gems and top-of-the-line watch brands.

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The best way to convey that level of elegance and luxury, Honor says, is by using minimalist and clean design, and establishing consistency. “Elegance and luxury speaks for itself. Like the jewelry and timepieces, they don’t need a lot of pomp and circumstances.”

Gluttony’s Advice for Jewelry Retailers

Honor has this advice for retailers wanting to elevate the look of their brand:

  1. Echo exterior signage inside your store. Be consistent, too, throughout your advertising and marketing. “Brands that do really, really well have that consistent look and feel. As soon as it starts looking different in different places, it all falls apart,” Honor says.

  2. Decide on a minimal palette in all branding materials, as well as in your store. “Sometimes, colors are all over the place,” Honor says. “Establish one look at feel and stick with it. Don’t feel bored, don’t try to change with the seasons.”

  3. When developing branding and marketing materials, decide on one or two fonts and stick to them. (Otherwise, your branding message can look like a jumbled mess.)

  4. Don’t write too much on your website or in your marketing materials. “People don’t like to read,” she says. “Everybody has a very short attention span. “ So keep it concise.

  5. But people love imagery. “Think about Pinterest. Put your best foot forward and choose a piece of jewelry or a watch that really represents your brand – the best of the best. Don’t throw in everything, including the kitchen sink!”

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When the Kids Have Their Own Careers, Wilkerson Can Help You to Retire

Alex and Gladys Rysman are the third generation to run Romm Jewelers in Brockton, Mass. And after many decades of service to the industry and their community, it was time to close the store and take advantage of some downtime. With three grown children who each had their own careers outside of the industry, they decided to call Wilkerson. Then, the Rysmans did what every jeweler should do: They called other retailers and asked about their own Wilkerson experience. “They all told us what a great experience it was and that’s what made us go with Wilkerson.” says Gladys Rysman. The results? Alex Rysman says he was impressed. “We exceeded whatever I expected to do by a large margin.”

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