SourcingJul 31, 2025
De Beers Records $189M First-Half Loss The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.
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
Events & AwardsJul 31, 2025
These Are the 2025 CASE Award WinnersJewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.
Policies & IssuesJul 30, 2025
Tariff on India Will Be 25%, Trump Says The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.
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.
FinancialsJul 30, 2025
Kering's Jewelry Brands Resilient As H1 Sales Slide 16%The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.
Weekly QuizJul 31, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesJul 30, 2025
Peek Inside Zadok Jewelers’ New Rolex Showroom in AustinIts opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.
SurveysJul 30, 2025
Consumer Confidence Ticks Up in JulyRespondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”
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.
SourcingJul 30, 2025
Rob Bates to Release Latest Book in His ‘Diamond District Mystery’ Series“Making a Killing in Diamonds” tells the story of Mimi Rosen, the disappearance of a scientist, and the murder of lab-grown diamond CEO.
EditorsJul 29, 2025
Out & About: Visiting Tacori’s Design Studio in LASenior Editor Lenore Fedow learned a lot when she took a behind-the-scenes factory tour with the jewelry brand earlier this year.
Events & AwardsJul 29, 2025
Melee The Show Welcomes 15 New DesignersThe first-time exhibitors, set to debut at the New York City show, share a devotion to craftsmanship, storytelling, and material integrity.
SourcingJul 29, 2025
Auctim to Offer 7.3M+ Carats of Rough EmeraldsThe online auction house’s September sale will feature rough Brazilian emeralds of various qualities.
MajorsJul 29, 2025
Alexis Padis Re-Elected AGS Board President She’ll lead an executive committee consisting of President-Elect Bryan Moeller, Mitchell Clark, Bill Farmer, and Larry Rickert.
Policies & IssuesJul 28, 2025
U.S.-EU Come to Agreement on Tariffs Announced Sunday, the deal will set the tax on goods imported into the United States from the European Union at 15 percent.
CollectionsJul 28, 2025
Nanis Brings a New Palette to ‘Ipanema’A new edition of the Italian brand’s “Ipanema” collection has debuted with gemstones that evoke Brazil’s breathtaking views.
MajorsJul 28, 2025
The 1916 Company Partners with ‘Shark Tank’ Star’s Watch Insurance PlatformThe retailer will refer its customers to WonderCare, founded by venture capitalist and watch collector Kevin O’Leary.
CollectionsJul 25, 2025
Piece of the Week: Jemma Wynne’s ‘Forme’ NecklaceAnne Hathaway was seen wearing the toggle necklace three times while filming scenes for “The Devil Wears Prada 2.”
Events & AwardsJul 25, 2025
Pre-Registration Open for September Hong Kong ShowJewellery & Gem World Hong Kong is scheduled for Sept. 15 to 21, and buyer pre-registration will be available until Sept. 7.
FinancialsJul 25, 2025
LVMH Sales Slip in H1 Amid ‘Prevailing Uncertainties’Renovations at Tiffany & Co. stores ate into profits in the company’s watch and jewelry division.
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime AchievementMark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2 While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio CharactersThe “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern IndiaThe “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHoCreative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.
