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:
- 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.
- 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.”
- 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.)
- 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.
- 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!”
Family Legacy, New Chapter: How Wilkerson Turns 89 Years of History Into Future Success
After 89 years of serving the Albany community, Harold Finkle Your Jeweler faced a pivotal decision. For third-generation owner Justin Finkle, the demanding hours of running a small business were taking precious time away from his young family. "After 23 years, I decided this was the time for me," Finkle explains. But closing a business with nearly nine decades of inventory and customer relationships isn't something easily managed alone.
Wilkerson's comprehensive approach transformed this challenging transition into a remarkable success story. Their strategic planning handled everything from advertising and social media to inventory management and staffing — elements that would overwhelm most jewelers attempting to navigate a closing sale independently.
The results speak volumes. "Wilkerson gave us three different tiers of potential goals," Finkle notes. "We've reached that third tier, that highest goal already, and we still have two weeks left of the sale." The partnership didn't just meet financial objectives—it exceeded them ahead of schedule.
