EditorsSep 15, 2025
Skipping the Necklace, Embracing Snakes: The Best Jewelry From the 2025 Emmy AwardsAssociate Editor Natalie Francisco shares eight of her favorite jewelry looks from the 77th annual Primetime Emmy Awards, held Sunday night.
IndependentsAug 23, 2016
Marketing Minute: To Build Your Brand, Forget ‘Branding’
In Jim Ackerman’s opinion, jewelers should worry less about their image and more about direct response marketing.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
“Branding” is the big buzzword in marketing today.
“You’ve got to build your brand.”
The term “brand” has become a substitute for company, business, service and just about any other way to describe a business function. The vast majority of people who use the term don’t have a clue what they’re talking about. They wouldn’t know what a real “brand” is if it hit them over the head.
Go ahead. Next time some hotshot millennial guru starts flinging the word around, ask him to define it. The answer is not likely to be gratifying but is likely to have little or no connection to success in business.
To build your brand, start by understanding this: No matter what you look like, your corporate culture, the “feel” of doing business with you, the awareness you have in the marketplace or how you may or may not be identified by your prospects and clients, the only real measure of a brand is … having boatloads and boatloads of happy, consistently buying and referring customers.
Anything and everything else is just window dressing.
So, what’s the best way to “build your brand?” Don’t. Instead, concentrate on selling more stuff to more people more often. And for the typical independent retail jeweler, that means focusing on direct response marketing instead of “image” marketing.
What is direct response marketing? It’s any marketing effort that is designed to get the prospective customer to take at least the next step in the buying process.
That doesn’t necessarily mean an immediate purchase, but it should at least be to surrender contact information so further marketing can take place.
If, for example, you offer a free report on the perils of buying gems online you are making a direct response offer, even though it’s not for the prospect to buy a specific item right away.
If you send them to your regular website to get the report, odds are they’ll struggle to find the report and downloads will be minimized. Or if the report simply resides on your website and you offer it for free--meaning you don’t even ask them to surrender their contact info to get it --your direct response has been wasted.
Better to send them to a “landing page” where they find out a little more about the report and are invited to download it. To accomplish that, they must give you contact information.
Once you have that, you can proactively
market to them, cultivate the relationship and eventually get the business, far less expensively than trying to do nothing but sell them up front.
And of course, all of these steps are testable and trackable, so you can “genetically engineer” your marketing for ever-increasing success.
Consider this: You run a bunch of radio ads that cost you $1,000.
Ten new prospects respond by supplying contact information. Each new prospect cost you $100 at retail to secure the information. However, to convert them to a new client, you can direct mail monthly for 60 to 100 months before you actually get that first sale and still break even, compared to the original cost of generating the lead. Email and telemarketing can be even less costly.
I confess this takes some getting used to, if you’re used to throwing marketing stuff at the wall and hoping something sticks. Of course, that’s why you’re frustrated with marketing and see it as an expense instead of an investment with a predictable payback.
If you’d like to say goodbye to the throw-it-out-and-hope approach to advertising and begin getting dramatic increases in response and conversions that will truly build your brand, shift to the direct response model.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp to be held this September. National Jeweler readers can get more information about the event and download a free report here.
And of course, all of these steps are testable and trackable, so you can “genetically engineer” your marketing for ever-increasing success.
Consider this: You run a bunch of radio ads that cost you $1,000.
Ten new prospects respond by supplying contact information. Each new prospect cost you $100 at retail to secure the information. However, to convert them to a new client, you can direct mail monthly for 60 to 100 months before you actually get that first sale and still break even, compared to the original cost of generating the lead. Email and telemarketing can be even less costly.
I confess this takes some getting used to, if you’re used to throwing marketing stuff at the wall and hoping something sticks. Of course, that’s why you’re frustrated with marketing and see it as an expense instead of an investment with a predictable payback.
If you’d like to say goodbye to the throw-it-out-and-hope approach to advertising and begin getting dramatic increases in response and conversions that will truly build your brand, shift to the direct response model.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp to be held this September. National Jeweler readers can get more information about the event and download a free report here.
More on Independents
The Latest
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says DeloitteIt’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald AuctionIt included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.
Weekly QuizSep 12, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsSep 12, 2025
Out & About: Mining Sapphires in Rock Creek, MontanaAssociate Editor Lauren McLemore headed out West for a visit to Potentate Mining’s operation hosted by gemstone wholesaler Parlé Gems.
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite EarringsFordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key IssuesJewelers of America is leading the charge to protect the industry amidst rising economic threats.
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley AwardGilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-ShopLocated in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for ThatThe new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to AccountAs the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. HeadphonesJacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New YorkThe industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship WinnersThe nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s UmbrellaThe two organizations have finalized and signed the affiliation agreement announced in May.
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron JewelsThe single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand AmbassadorThe Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.
