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Jewelers often wonder how to differentiate themselves from their competitors.

The trick is to come up with a “unique purchase appeal,” says marketing expert Jim Ackerman.

This is much more than a slogan. It’s more of a marketing mission statement, Ackerman says.

In the video below, Ackerman explains how to develop your unique purchase appeal.


Video: How to Set Your Jewelry Store Apart from the Competition

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Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at [email protected].

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Thinking of Liquidating? Think: Wilkerson

When Peter Reines, owner of Reines Jewelers in Charlottesville, VA, decided it was time to turn over the “reins” of his 45-year-old business to Jessica and Kevin Rogers, he chose Wilkerson to run his liquidation sale. It was, he says, the best way to maximize the return on his decades-long investment in fine jewelry. Now, with new owners at the helm, Reines can relax knowing that the sale was a success, and his new life is financially secure. And he’s glad he partnered with Wilkerson for this once-in-a-lifetime opportunity. “There’s just no way one person or company could run a sale the way we did,” he says.

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