Independent jewelers across the country are releasing custom magazines this week as part of their holiday marketing efforts, with publications arriving in homes just before Thanksgiving.
Each magazine is designed to reflect individual store inventory and seasonal collections, according to Tufts Communications, which writes and designs the jewelry, watch, and bridal content. The Natural Diamond Council provides participating jewelers with advertisements and editorial features for the publications.
Polacheck’s Jewelers is one of the top jewelers with its own custom magazine.SOURCE: POLACHECK’S JEWELERS INSTAGRAM
Retailers publishing printed magazines also offer digital versions on their websites. The online editions include links that integrate with each store’s shopping cart, allowing readers to move directly from browsing to purchasing.
Program organizers say participation continues to grow annually as retailers recognize the combined impact of print and digital formats.
Here are some jewelers with custom magazines, along with links social-media posts the jewelers have made to promote them:
“Our debut magazine is officially here, and we could not be more thrilled,” said Corbett Davis III, owner of Jewelers Trade Shop. “After being recommended to Tufts by Rolex, we sifted through over 100 articles to hand-select the very best. We were even able to add in a stunning custom feature dedicated to the beautiful new store we are building.”
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Several jewelers emphasized customization as a key benefit.
“Being able to customize pages that speak specifically to our store makes all the difference,” said Ashley Davis of Davis Jewelers. “In addition to our holiday magazine, we love our Kentucky Derby themed issue in the spring.”
Helen Barrott, executive director of business development at International Diamond Center, said customers anticipate the publications. “Customers love our IDC Magazine. Every year they ask when our next one is coming out. We are not a brand-heavy store, so this is a chance to utilize the co-op we do get and have a magazine full of our own merchandise, too.”
Miles Parker, director of marketing for Bachendorf’s Jewelers in Dallas, TX, described the magazines as central to the company’s marketing strategy. “Our spring and fall magazines are a key part of our annual marketing efforts. Delivering a national quality book all about our local store is so impressive to our clients.”
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Brent Polacheck of Polacheck’s Jewelers noted his store’s long-running commitment to the format. “Carefully curated and beautifully crafted, this is the seventeenth issue mailed directly to discerning homes across our exclusive list, inviting new friends to discover the Polacheck’s difference. You will also find it proudly displayed in store all year long.”
According to the announcement, nearly a million magazines are now in homes nationwide.
