WatchesApr 10, 2026
These Watches Have Increased in Value the Most Since 2018, Says Chrono24The top-performing watch models may be surprising, with Rolex and several popular pandemic-era picks notably absent from the top 20.
IndependentsNov 28, 2016
Marketing Minute: For Best Results, Plan
Dissatisfied because your “throw-it-at-the-wall-and-see-if-it-sticks” approach to marketing isn’t working? Try this five-part plan from Jim Ackerman instead.
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.
Most jewelers, frankly, are dissatisfied with the results they get from their marketing approach. But, is this surprising given the “throw-it-at-the-wall-and-see-if-it-sticks” approach they take?
Ask the typical jeweler about his marketing budget and he’ll quote you a percentage of gross sales to be “thrown” at marketing. Ask about a marketing plan, though, and you’ll get a blank stare.
If you want to see the results of your marketing and advertising efforts improve, you’ll need to take a more advanced, scientific approach to planning for your own success.
Every jeweler should have a marketing plan and Q4, despite the business of the holidays, is the right time to create it.
A solid marketing plan consists of five key sections. Here they are.
1. Situation Analysis. This is the place where you look at where you have been and where you are. Take a look at your current revenue levels, closing rates, market trends, potential for growth and so forth. This is also the place to perform an introspective SWOT analysis (Strengths, Weaknesses, Opportunities, Threats). In other words, get a good snapshot of where you are today.
2. Objectives Report. Once you know where you are, it’s time to figure out where you want to go. This is where you set goals for revenue, market share, image and reputation, awareness in the marketplace, lifetime profit value of a customer and cost of acquisition. And these goals should be set for the first six months and second six months of the year, along with second- year goals, five-year goals, and even 10-year goals. Of course, such long-term forecasting isn’t much more than a guess for the first few years you do it, but over time you’ll find yourself getting markedly more accurate.
3. Strategies Report. So you know where you are and where you want to go. The strategies section is where you lay out the roadmap for getting there. You should consider your Unique Purchase Appeal, or UPA--the one sentence that describes how you’re different from the competition in a way that appeals to your target customers. Also look at a strategic approach to pricing, compensating your sales staff, customer service, media advertising, increasing average transaction, getting existing customers back in more often, reactivating dormant clients, securing referrals and more.
4. Budgeting Is Next. Again, declaring that you’re going to spend 5 percent of revenue isn’t a budget. It’s a benchmark. A budget is determined
Editors' Picks
Sponsored by
by defining all the tactics you’re going to use to implement your strategies. That means identifying all the events and promotions you’re going to do in each of the three business-building categories--getting more customers, increasing average transaction and boosting frequency of purchase. Each project should be identified and categorized according to the primary objective (which of the three business-building categories it is targeting) and priority. The top priorities get fully funded. When you get toward the bottom, if you must make cuts, cut entire programs rather than semi-funding all of them.
5. Finally Is the Schedule. By planning out your entire year in advance, you’ll be able to see, week-by-week, what your marketing expenditures are going to be. You’ll be able to anticipate them and plan for them accordingly.
Interestingly enough, you’re likely to experience two favorable phenomenon when you plan your marketing this way.
First, you’ll actually have greater freedom and flexibility to react to market conditions. As opportunities or challenges present themselves, you’ll find you can react and adjust with greater confidence because you’ll be able to evaluate options in terms of your overall strategies, and you’ll also know the resources are available (or not) without upsetting your entire plan.
Secondly, you’ll find yourself much more motivated to track your marketing and advertising efforts, and hold them absolutely accountable to the bottom line. This will help you make better marketing decisions going forward in your quest to “genetically engineer” your marketing for ever-increasing success.
Marketing speaker Jim Ackerman has addressed jewelry retailers at the nation’s biggest trade show including JA New York, JCK and The Smart Jewelry Show. He is offering National Jeweler readers a free Marketing Plan Template, valued at $97. Send an email request to mail@ascendmarketing.com.
5. Finally Is the Schedule. By planning out your entire year in advance, you’ll be able to see, week-by-week, what your marketing expenditures are going to be. You’ll be able to anticipate them and plan for them accordingly.
Interestingly enough, you’re likely to experience two favorable phenomenon when you plan your marketing this way.
First, you’ll actually have greater freedom and flexibility to react to market conditions. As opportunities or challenges present themselves, you’ll find you can react and adjust with greater confidence because you’ll be able to evaluate options in terms of your overall strategies, and you’ll also know the resources are available (or not) without upsetting your entire plan.
Secondly, you’ll find yourself much more motivated to track your marketing and advertising efforts, and hold them absolutely accountable to the bottom line. This will help you make better marketing decisions going forward in your quest to “genetically engineer” your marketing for ever-increasing success.
Marketing speaker Jim Ackerman has addressed jewelry retailers at the nation’s biggest trade show including JA New York, JCK and The Smart Jewelry Show. He is offering National Jeweler readers a free Marketing Plan Template, valued at $97. Send an email request to mail@ascendmarketing.com.
More on Independents
The Latest
CollectionsApr 10, 2026
Ophelia Eve’s Toggle Pendant Holds Your SecretsThe “Scroll” toggle pendant, our Piece of the Week, opens to reveal a hidden message, mantra, or love letter written on washi paper.
ColumnistsApr 09, 2026
Jewelry Demand Isn’t Stronger, Prices Are Just Higher Jewelers who misinterpret the state of the jewelry market risk employing the wrong retail strategy, cautions columnist Sherry Smith.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
MajorsApr 09, 2026
Tiffany & Co. Promotes Nathalie Verdeille to SVP, Chief Artistic OfficerIn her newly expanded role, she will continue to oversee the jewelry category, as well as watches, home, and accessories.
Weekly QuizApr 09, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesApr 09, 2026
Jacob & Co. Rolls Out Its Sequel to ‘The Godfather’ Musical Watch“The Godfather II” watch plays two melodies from the mob film’s score, “The Godfather’s Waltz” and “The Godfather Love Theme.”
Events & AwardsApr 09, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerOrganizers have also introduced the new JCK Talks Signature Series, as well as an offering of watch-focused workshops and lectures.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
SourcingApr 09, 2026
AGA To Honor ‘Quiet Leadership’ With New AwardThe Alan Hodgkinson Medal recognizes gemologists who are consistently generous with their time and expertise.
WatchesApr 09, 2026
Oris Names New CEO, CFOThe Swiss watchmaker is changing up its executive leadership team as part of a restructuring.
CollectionsApr 08, 2026
Hearts On Fire Celebrates 30 Years By Asking a QuestionThe “What’s Your Signature?” campaign invites women to think about how they see themselves.
SourcingApr 08, 2026
Sale of 42-Carat Blue Diamond Gives Petra a Boost in Q3The big diamond’s sale added to the company’s revenue though the market remains “challenging” overall, particularly for smaller goods.
Events & AwardsApr 08, 2026
AGS Confluence Returns with AI, Sustainability SessionsRob Bates of The Jewelry Wire will also moderate a panel on the state of the jewelry industry during the virtual event.
Events & AwardsApr 08, 2026
TJS to Honor 2 Longtime Former Stuller EmployeesThe Jewelry Symposium will honor two industry veterans with lifetime achievement awards at its upcoming May event.
TrendsApr 08, 2026
Amanda’s Style File: April’s Brilliant Birthstone With their durability, brilliance, and beauty, diamonds are the perfect stone for everyday birthstone jewelry.
MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
Events & AwardsApr 03, 2026
JCK Luxury, NouvelleBox Partner on New Designer BallroomThe NouvelleBox ballroom will feature independent jewelry designers, including Lene Vibe, Wyld Box Jewelry, and Kiaia Limited.
