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Keepin' It Real

Podcast: How Jewelry Salespeople Must Change to Market Digitally [With Guest Daniel Gordon]

Why are so many jewelry salespeople still selling the way they always have?

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IN THE SECOND EPISODE of his “Keepin’ It Real” podcast, Shane O’Neill of Fruchtman Marketing is joined by Daniel Gordon, one of independent jewelry retail’s biggest, and longest-running, proponents of digital marketing.

The discussion: Social and digital marketing has changed more than just how retail jewelers market themselves, it’s changed how we communicate. So, why then are so many salespeople still selling the way they always have? Gordon’s passion for digital and social marketing changed not only how he marketed as a jeweler, but how he connects to his customers.

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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 fruchtman.com

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Thinking of Liquidating? Wilkerson’s Got You Covered

Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.”

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