WORD OF MOUTH has exploded as the No. 1 driver of engagement and wedding jewelry purchase decisions, whether those accolades and recommendations are conveyed in love stories and proposal photos shared on jewelers’ websites, reviews on Google, or engagement-ring photos on social media. As a result, marketing is a much more wide-ranging concept than it was even a decade ago. Many successful jewelers have kept elements of traditional marketing that work for them, from billboards to radio, while incorporating TikTok videos and making reviews simple and automatic for their clients. Whatever media they choose, the message and the voice work best when they reflect the store’s brand identity and have a clear point of view.
Attention Grabbers
John Thomas Jewelers in Albuquerque works hard to put a twist on traditional messaging. Some of their most popular 40-foot billboards have read, “50% of Marriages End in Marriage,” “Let’s Stick it to the Divorce Lawyers,” “A Toast to the Oldyweds,” and “From the Mall doesn’t have the same ring to it.” They’re also known for giveaways, including a trip to Las Vegas for purchases of just $2,000 or more, and a box of chocolates and a dozen red roses with any purchase of $99. Last year, billboards depicted a big cushion-cut diamond, along with the announcement they were giving away a 4-carat cushion-cut Antwerp diamond worth $50,000.
Relatable
Elliott and Eva-Michelle Spicer, owners of Spicer Greene Jewelers of Asheville, NC, have successfully made their 94-year-old store resonate with younger customers through their website as well as traditional forms of marketing. The store, known for having the largest selection of loose diamonds in the Carolinas, conveys that message in a casual, conversational manner.
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A Picture’s Worth At Least a Thousand Words
Employee-owned diamond-specialist Kesslers, based in Michigan and Wisconsin, has a photographer/videographer on staff, so in-house photos and videos are at the heart of the marketing plan. Monthly photo shoots feature diverse models and the Kesslers brand. While radio ads are geared toward the masses, their digital presence is focused more narrowly on a type of client or jewelry item. Digital presence has expanded to Facebook, Instagram, Pinterest, YouTube, targeting, e-mail, etc. while Kesslers retains a very strong and effective radio marketing presence.
Making Connections
Ben David Jewelers in Danville, VA, owned by J.T. Hyler, covers all bases, including billboards, when it comes to engagement ring marketing. Facebook and Instagram pages are loaded with real-life content. Online, they help customers brag about engagements and share what makes them happy. They connect with their customers daily though a chat widget and on Facebook/Instagram messenger. The Ben David Jewelers team also hosts weddings and vow renewals on Valentine’s Day to the public, providing both the ceremony and the reception.
The Goat
Richter & Phillips Jewelers wins an honor each year as the best place to buy an engagement ring in Cincinnati; in other words, they’re considered the GOAT, the Greatest of All Time. “A big crazy thing that captured attention was our GOAT billboard campaign,” says marketing director Rebecca Schaeper. The campaign includes the words, “If ya know, ya know.” “We try to treat the city to some offbeat billboard displays to offer a good laugh,” she adds. Top boards were “Time to Bend the Knee’ for the Game Of Thrones finale and “Our Kind of Lockdown” during the pandemic.
Marketing Mix
Although most marketing at Lustre in Richmond, VA, is digital, during the holidays sales owners Robin Salzberg and Daniel Wright use billboards, Facebook Live, radio, magazines and community outreach. Their favorite form of marketing is through word of mouth and charitable donations because they are “from the heart” and have the most impact.
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Trademarked Tag Lines
Tim Ell of Zorells in Bismarck, ND, has written and produced ads over the years that have won first place ADDY awards, and he has sold ads to other jewelers across the country. He’s produced jingles and trademarked multiple marketing tag lines he continues to use, including “Get your happily ever after on!”, “Give her goosebumps,” “Wine and Shine” and “Zorells is where Bismarck goes to propose.”
The Look of Luxury
L. Priori is known for its custom jewelry designed in a serene, private environment at Lauren Priori’s studios in Philadelphia. Advertising shows off the craftsmanship of the ring while also conveying a sense of the brand’s serenity and simplicity.
Share the Love
Blue River Diamonds’ social media fans want to see proposal photos, the custom ring process and wedding photos, says operations manager Becky Bettencourt. “People don’t respond to super sales pitchy,” she says. “They tend to respond to more personal posts and stories. It’s all about an experience for them.” That connection and the anticipation about their own experience is the thing that gets people into the store, particularly younger people, she says. Usually, clients are more than happy to share proposal or formal engagement photos with their jeweler.
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