AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
IndependentsJan 09, 2017
Marketing Minute: Stop Leaving Money on the Table
In 2017, jewelers need to figure out better, more productive ways to market their stores, columnist Jim Ackerman writes.
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.
Forgive me a New Year’s boast, but several of our clients had incredible years in 2016.
This is something we at Ascend Marketing take pride in, and some credit for, because in each case we assisted them with the marketing that resulted in substantial--sometimes even dramatic--sales, revenue and profit increases.
But the real credit goes to the forward-thinking jewelers who came to a critical realization about their businesses and their roles within their businesses.
Kyle Bullock of Bullock’s Jewelry in Roswell, New Mexico, may have said it best: “Expected to be down 20 percent this year because of the oil issues in our area. Decided to get proactive and put our minds to work halfway through the year--we are beating last year's number! Special thanks to Jim Ackerman and Ascend Marketing for starting our season with a turnkey promo that has been the most profitable and successful promotion we’ve ever had to date!”
Not a bad claim from a 90-year-old store and a fourth-generation jeweler. Love it!
But the key sentence in that quote is NOT the accolade for me or our turnkey program. It’s in Kyle’s second sentence, “Decided to get proactive and put our minds to work.”
Kyle, Bonnie Harris Frey, Hadley Perry Pacheco and a host of others made a decision. They looked at their markets, the economy, the trends and their marketing and decided they were no longer content to just let things continue as they were; that there had to be better, more productive ways to do things. And most importantly, they acted on their decisions.
In each case, these independent jewelry store owners shifted their attitudes and their roles within the business. They began to realize that their primary responsibility to their enterprise is to bring people through the doors, and therefore their primary role within the business needed to shift to CMO or chief marketing officer.
They also realized that the old Yellow Pages/newspaper world of yesterday is gone, but the over-digitized marketing world of today has not yet been mastered. And in that realization they concluded they must move to a direct response approach to marketing, advertising and sales, which is testable, traceable, measurable and improvable.
Their actions toward that end made all the difference, as each experienced marketing initiatives and events that generated tens of thousands more for their stores than they had previously experienced.
Just a few quick examples ...
Harris Jewelers’ Bonnie Frey took a
different approach to an estate sale and generated $61,000 on a mailing to a list of just 312 people in one weekend. It generated nearly a 12 percent response at an expense of just $1,100.
Hadly Pacheco of Perry’s at Southpark does a customer appreciation event each Christmas. By changing her marketing to a direct response initiative sales went up by more than $198,000 this year over last (almost triple) with no increase in marketing costs.
And Bullock’s private sale to just 150 customers consisted of a two-page sales letter in a hand-addressed envelope with a live stamp. The $300 marketing investment generated upwards of $70,000 in one week, nearly $50,000 of which was profit.
Now, here is the question and the challenge for you.
How much money have you left on the table in the last five or 10 years because you have not made the same decisions that these jewelers and dozens of others of our clients have, to become a better marketer? How much did you leave on the table in 2016 alone?
Finally, will you continue to market as you have in the past, both in the attention you give to marketing and in the way you execute your marketing? And therefore, how many tens of thousands of dollars--or perhaps more--are you willing to leave on the table in 2017?
If you haven’t changed your attitude and approach to marketing, isn’t it time for you to do so?
Marketing speaker Jim Ackerman has addressed jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. Ackerman is providing National Jeweler readers with a $397 Marketing Fitness Check-up, for just $97 until January 31. Send an email request with your name and phone number to mail@ascendmarketing.com.
Hadly Pacheco of Perry’s at Southpark does a customer appreciation event each Christmas. By changing her marketing to a direct response initiative sales went up by more than $198,000 this year over last (almost triple) with no increase in marketing costs.
And Bullock’s private sale to just 150 customers consisted of a two-page sales letter in a hand-addressed envelope with a live stamp. The $300 marketing investment generated upwards of $70,000 in one week, nearly $50,000 of which was profit.
Now, here is the question and the challenge for you.
How much money have you left on the table in the last five or 10 years because you have not made the same decisions that these jewelers and dozens of others of our clients have, to become a better marketer? How much did you leave on the table in 2016 alone?
Finally, will you continue to market as you have in the past, both in the attention you give to marketing and in the way you execute your marketing? And therefore, how many tens of thousands of dollars--or perhaps more--are you willing to leave on the table in 2017?
If you haven’t changed your attitude and approach to marketing, isn’t it time for you to do so?
Marketing speaker Jim Ackerman has addressed jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. Ackerman is providing National Jeweler readers with a $397 Marketing Fitness Check-up, for just $97 until January 31. Send an email request with your name and phone number to mail@ascendmarketing.com.
More on Independents
The Latest
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Weekly QuizDec 04, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
TrendsDec 05, 2025
Pantone’s Color of the Year for 2026 Is … WhiteA choice that’s generated a lot of commentary, Pantone says “Cloud Dancer” marks a fresh start and encourages relaxation and creativity.
MajorsDec 05, 2025
Stuller Releases ‘Wrapped in Wonder’ CampaignThe manufacturer’s holiday campaign features a gift guide filled with trending designs and jewelry that can be personalized.
CrimeDec 04, 2025
Man Arrested After Allegedly Swallowing Fabergé Egg PendantThe man was charged with theft, accused of ingesting the necklace while in a jewelry store in Auckland, New Zealand.
Supplier BulletinDec 04, 2025
Introducing Shop Natural Day: A New Movement Celebrating Natural DiamondsSponsored by De Beers Group
WatchesDec 04, 2025
Casio Shrinks its G-Shock WatchThe classic 5600 series G-Shock has been scaled down to about a tenth of its size, becoming a fully functioning watch ring.
Events & AwardsDec 04, 2025
AGA Announces 2026 Tucson Speaker LineupThe association’s annual conference and gala will take place Feb. 4, 2026, during the Tucson gem shows.
Events & AwardsDec 04, 2025
CBG Announces Speaker Lineup for 2026 Miami Event The January show will include a workshop for jewelry retailers on implementing AI to strengthen their businesses.
TrendsDec 03, 2025
Miley Cyrus Debuts Edgy Engagement RingFellow musician Maxx Morando proposed to the star with a chunky, cushion-cut diamond ring designed by Jacquie Aiche.
Policies & IssuesDec 03, 2025
Costco Joins Growing Wave of Retailers Suing for Tariff Refunds The retailer, which sells billions in fine jewelry and watches, is suing the Trump administration and U.S. Customs and Border Patrol.
SurveysDec 03, 2025
A Record 202.9M Shoppers Turned Out Thanksgiving WeekendBlack Friday is still the most popular shopping day over the five-day holiday weekend, as per the National Retail Federation’s survey.
AuctionsDec 03, 2025
Fabergé’s 'The Winter Egg' Achieves Record $30MThe historic egg, crafted for Russia's ruling family prior to the revolution, was the star of Christie’s recent auction of works by Fabergé.
