EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
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
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
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.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
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.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
AuctionsDec 19, 2025
Jean Schlumberger’s ‘African Cat’ Is Purr-Fection Need a gift for the cat lover who has everything? Look no further than our latest Piece of the Week.
AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
