FinancialsAug 15, 2025
In Q2 Results, Pandora Talks Tariffs, Q4 Plans The company had a solid second quarter, with sales of non-charm jewelry outpacing sales of pieces in its core collections.
IndependentsApr 03, 2018
This Marketing Co. Wants to Crowdfund Video Ads
Ascend Marketing is inviting a small group of jewelers to pool resources to create six TV ads that will be available for license to jewelers across North America.
New York--Ascend Marketing is inviting a small group of jewelers to pool their resources to create six professionally produced television ads that will be available for license to jewelers across North America.
The Salt Lake City, Utah-based company led by Jim Ackerman, who has contributed numerous columns to National Jeweler, specializes in marketing for jewelers.
Ackerman explained in a press release: “The problem for most jewelers is that they can’t afford to spend $10,000 or $20,000 dollars on producing a top-quality television commercial, so their spots are made locally, not very well conceived, poorly written, cheaply produced, and don’t work particularly well.
“Their other option is to buy in to canned spots produced for the industry. But most of these are comparatively low-budget ads as well, with less-than-ideal scripts and production values.”
In order to create a series of higher-budget, higher-quality ads, Ackerman is asking approximately 12 jewelers to invest in them together, with the first three participants recouping their investment by licensing the commercials to jewelers nationwide, a process which Ackerman estimates will take about a year.
To fully explain the process and concept behind the commercials Ackerman is hosting webinars on the following dates.
Tuesday, April 3 at 2 p.m. EST
Thursday, April 12 at 2 p.m. EST
Wednesday, May 2 at 2 p.m. EST
Registration for the webinars is available online.
Ackerman continued, “These commercials would normally cost upwards of $30,000 each, perhaps much more, if produced individually. But we can achieve substantial savings by shooting the entire collection at once. Our idea is to have a small group of retail jewelers front the production costs for a fraction of what they’d pay for producing just one of these videos on their own.
“Not only will those jewelers have a minimum of three years rights to the videos in their protected territories, but we will also reimburse the first few for their entire investment from license fees paid for use of the commercials by other, non-competing jewelers. We expect the contributing jewelers to recover their investment within the first year.”
He is calling the six TV spots “The Tear & the Tickle Campaign,” as they are meant to elicit “that emotional tearing up, or warm tickle in the belly,” he said.
Each spot is geared toward a specific occasion—an engagement, Christmas, Valentine’s Day, Mother’s Day, a birthday and an anniversary.
The scripts for each commercial have been completed and will be discussed in the webinars.
Editors' Picks
Sponsored by
Ackerman is hoping to secure funding by May, with production taking place in June or July and the commercials ready for branding by individual stores in time for the holiday season this year.
The ads will be compatible with television, jewelers’ websites and social media.
The ads will be compatible with television, jewelers’ websites and social media.
More on Independents
The Latest
EditorsAug 15, 2025
Piece of the Week: Etho Maria’s Showgirl-Approved Ruby Drop Earrings Taylor Swift dons the vibrant pair in new promotional imagery for her upcoming album, “The Life of a Showgirl,” set to release in October.
WatchesAug 15, 2025
Audemars Piguet Acquires Majority Stake in ManufacturerIts investment in micromechanics expert Inhotec will preserve skills essential to the watchmaking industry as a whole, said the company.
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.
MajorsAug 15, 2025
Rio Grande Names New Marketing DirectorNicolette Bianchi joins the wholesale provider with more than 15 years of cross-industry experience in marketing and product development.
Weekly QuizAug 15, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsAug 14, 2025
In Midst of ‘Sardine Girl Summer,’ Pippa Small Looks to ‘Flounder Fall’Her new “Ocean” collection was inspired by Myanmar’s traditional articulated fish jewelry, with depictions of flounder, catfish, and more.
MajorsAug 14, 2025
Casio America Names New CEOLongtime Casio executive Yusuke Suzuki is the new president and CEO of Casio’s U.S. subsidiary.
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.
SourcingAug 14, 2025
West Coast Orgs to Host Trading Event, Mixer in LAThe full-day sourcing and networking event, slated for Aug. 18, will be followed by the fifth annual Mega Mixer Summer Soirée.
TrendsAug 13, 2025
Cristiano Ronaldo Proposes With Gigantic Oval-Cut DiamondModel Georgina Rodríguez received a rock of an engagement ring, with her diamond estimated to be 35 carats, experts say.
SourcingAug 13, 2025
ICA Names 2025 Board of DirectorsThe board elected 9 new directors at its recent ICA Congress in Brazil.
TrendsAug 13, 2025
Colorado Jeweler, Whiskey Maker Collab on Ring GiveawayThree winners will receive a custom ring from Honest Hands Ring Co. inlaid with a piece of history from Denver-based distillery Stranahan’s.
SurveysAug 13, 2025
These Are The 25 Hottest Retailers, Says NRFJD Sports and Wawa were among the fastest-growing retail companies in the U.S. last year.
SourcingAug 13, 2025
Columbia Gem House Launches Winza Sapphires, RubiesThe new inventory, all untreated, features vibrant hues and unique bicolor combinations.
SourcingAug 12, 2025
Gemfields Sells Fabergé for $50MAcquired by a tech investor, the historic brand will continue to focus on jewelry, accessories, and timepieces.
Policies & IssuesAug 12, 2025
Higher Tariff on Chinese Imports Paused for 90 Days, Trump SaysPresident Donald Trump issued an executive order extending the pause on higher tariffs to November as negotiations with China continue.
CollectionsAug 12, 2025
Jacquie Aiche’s New Collection Harnesses the Energy of the ThunderbirdThe “Thunderbird Slab” collection features a thunderbird motif as a symbol of power, protection, and boundless possibility.
ColumnistsAug 12, 2025
Creative Connecting: How to Take a Better HeadshotColumnists Jen Cullen Williams and Duvall O’Steen share tips on how to elevate your professional image.
CrimeAug 11, 2025
Man Convicted of First-Degree Murder in Death of Colorado JewelerPeter Damian Arguello, a jeweler in the Denver suburb of Wheat Ridge, was found dead inside his store in November 2023.
Events & AwardsAug 11, 2025
Bethenny Frankel to Give Keynote at CBG’s Experience ShowThe Continental Buying Group’s 2025 Tampa Experience Show is slated for Sept. 8-10.
EditorsAug 11, 2025
The Colors Expected to Be On-Trend in a Couple YearsAssociate Editor Lauren McLemore recently attended a fabrics trade show where a trend forecaster shared her predictions for summer 2027.
FinancialsAug 08, 2025
Brilliant Earth’s Q2 Sales Up 3% as Engagement Ring Sales RiseThe company raised its full-year sales guidance while noting it has not yet assessed the potential impact of the latest tariff news.
Events & AwardsAug 08, 2025
GJEPC’s Jewellers for Hope Celebrates 10 Years of FundraisingThe organization has raised more than $1.3 million for charity since its inception.
TrendsAug 08, 2025
Piece of the Week: Rahaminov Diamonds’ Bezel BangleThe brand’s latest iteration of a bezel-set diamond bangle features clean lines and a timeless design for a new modern silhouette.
WatchesAug 07, 2025
Bulova’s New Collection Honors Tony BennettThe first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
Lab-GrownAug 07, 2025
Chatham Releases Catalog for Loose Lab-Grown GemstonesThe catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.
TechnologyAug 07, 2025
Rembrandt Charms Debuts New Website, Bird CharmsThe company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.
