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Swarovski Taps Supermodel to Help Everyone Learn How to Say Its Name

Published

8 years ago

June 2, 2016

INSTORE Staff

Pronunciation of brand name is on the mind of many Googlers, as it turns out.

Swarovski announced that it has enlisted supermodel Karlie Kloss as its new brand ambassador to help the luxury crystal maker with a unique marketing campaign. Yelena Aschberger, (delete “the”) Swarovski’s VP of digital communication, says that “we learned through Google search insights that the pronunciation of our brand name is actually in the top three global search topics for Swarovski. We saw this as an opportunity to address the question that many have on their minds.”

To that end, Swarovski produced the below video – which is already approaching 900,000 views – featuring Kloss in which she learns how to pronounce the name herself. The brand’s #HowYouSayit social campaign will encourage participants to share a video pronouncing the name on Instagram. Swarovski will then compile the videos at swarovs.ki/HowYouSayIT as an inclusive way to help fans master the pronunciation.

You Wouldn’t Cut Your Own Hair. Why Run Your Own Retirement Sale?

After being in business for over a quarter of a century, Wayne Reid, owner of Wayne Jewelers in Wayne, Pennsylvania, decided it was time for a little “me time.” He says, “I’ve reached a point in my life where it’s time to slow down, enjoy a lot of things outside of the jewelry industry. It just seemed to be the right time.” He chose Wilkerson to handle his retirement sale because of their reputation and results. With financial goals exceeded, Reid says he made the right choice selecting Wilkerson to handle the sale. “They made every effort to push our jewelry to the forefront of the showcases,” he says, lauding Wilkerson for their finesse and expertise. Would he recommend them to other jewelers who want to make room for new merchandise, expand their business or like him, decide to call it a day? Absolutely he says, equating trying to do this kind of sale with cutting your own hair. “The results are going to happen but not as well as if you have a professional like Wilkerson do the job for you.”