CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
IndependentsAug 09, 2016
Retailer Talk: My recent lesson in media buying
Spending a total of four hours with a media buying consultant resulted in a statistical epiphany, so to speak, for one Pennsylvania retailer, changing the way he divvies up his budget among radio, broadcast television and cable.
Johnstown, Pa.--No matter where one lives in the U.S., a snowstorm in spring is never a welcome occurrence, especially after a long, difficult winter.
But a recent whiteout worked to the advantage of Johnstown, Pa. jeweler Dennis Petimezas, owner of Watchmaker’s Diamonds and Jewelry, because it meant that other businesses had to cancel their appointments with media buying consultant Robert Russo.
The local NBC affiliate, WJAC, brought Russo in as a consultant for some of its most loyal advertisers in March after it got bought by a larger media conglomerate. Russo, who also teaches advertising on the college level, conducted one group session followed by individual sessions.
The entire experience lead to what can only be described as statistical epiphany for the jeweler. It changed the way he views, and buys, advertisement spots on cable television, broadcast television and radio.
Like most people, Petimezas just paid attention to the sticker price, so to speak, when buying media, figuring that the best deal was going with the least expensive option.
What he learned from Russo was to dig deeper, to calculate what it was costing his store per viewer or listener to reach the audience he wants to reach; namely, young adults aged 20 to 42, many of whom are part of the generation known as the Millennials or Generation Y.
“The small independent jeweler, we’re all looking for the same thing and that thing is Generation Y. That’s our target market,” he says. “They’re sophisticated, they’re smart and, most likely, they’re immune to traditional marketing. That seems to be the characteristics of this group.”
If retailers don’t reach this group through advertising they miss out on bridal customers, which, Petimezas says, are what drive the entire business. “Bridal is everything. If you get them (as bridal customers) and you make them happy, you have them from here on out.”
After crunching the data he received from Russo, the retailer discovered that broadcast television was best for catching the attention of this young audience. They are plugged into shows such as The Voice and The Blacklist, and the commercial breaks on broadcast networks are shorter, making it more likely viewers will remember the ads.
Because of this, Petimezas says he’s shifting more of his budget toward broadcast television and away from cable and radio.
Cable, while still effective, has to be carefully bought. For the jeweler’s audience,
picking airtime during breaks in mixed martial-arts fighting or professional wrestling reaches more jewelry-buying members of Gen Y than, for example, re-runs of The Brady Bunch. Petimezas says he’s willing to pay a premium to have his commercials air during specific shows if it means he’s reaching the right audience.
Petimezas certainly isn’t the first retailer jeweler to reach the conclusion that potential ring-buyers are tuned in during sporting events; just think about how many Kay Jewelers and Zale commercials air when fall hits and the NFL returns to the air.
Radio still has its place, though satellite radio, music sharing sites and MP3 players have taken the edge off its effectiveness. Petimezas says according to Russo, the best time to reach people with radio is between the hours of 9 a.m. and 5 p.m., when they have them on in their offices or businesses. Once consumers are “free,” traditional radio tends to lose out to electronic competition.
When asked if he wasn’t wary of what he learned from Russo--he was, after all, brought in by the local TV station, which obviously would benefit greatly from more broadcast television buying--Petimezas says no, as he used the data presented and did his own calculations, based on the audience his store is trying to reach. The results would not be the same for every business because they’re not all after the same demographic.
Following the group session, Petimezas returned for his one-on-one, snowstorm-extended session, with a jump drive containing marketing materials and his local commercials in hand.
While the retailer had been hesitant to run what he considers his more cutting-edge ads on broadcast television, such as his “sexy mom” Mother’s Day spot, Russo pointed out that it’s more difficult to offend people today due to edgier content on broadcast networks and the Internet. His advice: if the station will run it, then run it.
“I thought it would be too much,” Petimezas says. “It wasn’t too much.”
Russo also offered advice on two mediums that occupy distinctly different ends of the survival spectrum: print, which many consider to be a dying beast, and social media.
Print is effective in reaching an older demographic and is a medium Watchmaker’s turns to for anniversary ring specials. What Russo suggested was promoting the store as being in Johnstown but adding “serving Somerset, Ebensburg and Altoona,” three nearby towns, to all print pieces in order to expand the store’s reach.
As for social media, Russo advises retailers to pursue it, Petimezas says. If they can’t do it with existing staff, than hire an outside firm to handle it.
“I almost feel guilty because I didn’t get a bill,” Petimezas jokes. “I am used to paying for this kind of knowledge.”
More on Independents
The Latest
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine JewelryAs a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
Weekly QuizAug 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
Policies & IssuesAug 06, 2025
Tariff on India to Rise to 50%, Trump Says An additional 25 percent tariff has been added to the previously announced 25 percent.
MajorsAug 06, 2025
Claire’s Files for Chapter 11 Bankruptcy AgainThe jewelry and accessories retailer plans to close 18 stores as part of the proceedings.
CollectionsAug 06, 2025
Zahn-Z Swims With Whales in ‘Beluga’ CollectionDesigner Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.
TrendsAug 06, 2025
Paola De Luca to Release Trendbook 2027+She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.
