MajorsDec 24, 2024
Nordstrom Family, Partner to Take Retailer Private in $6B DealMembers of the founding family have partnered with Mexican retail company El Puerto de Liverpool to acquire Nordstrom.
IndependentsSep 18, 2018
The PR Adviser: Why Aren’t More Retailers Opening My Emails?
National Jeweler’s resident PR Adviser, Lilian Raji, responds to a jewelry designer who is feeling ignored.
Lilian Raji is a strategic marketing and public relations adviser. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com.
Well, hello again readers!
I hope you’ve all been able to keep cool this summer. I’ve spent most of it working with clients in Montreal and have fortunately missed the worst of this steaming weather.
Enjoy the last of the sunshine now, as holiday season is around the corner and a broken air conditioner will be a more welcome problem than UPS’ and FedEx’s eventual holiday delivery delays.
Below, I answer my latest question as National Jeweler’s resident PR Adviser, which comes from a jewelry designer experiencing email marketing frustration.
Dear Lilian,
Q. We’ve been sending emails to our retailers showcasing our press coverage, but only about 25 percent are ever opened, and even fewer are clicked through. What are we doing wrong?
Signed,
Why Am I Being Ignored?
A. First, let me say that 25 percent is by no means a paltry open rate. It is about what marketing emails garner on average, across all industries.
Now, dear readers, please have a seat for this next part of my answer. I’m about to say something shocking and I don’t want you to bump your head should you swoon.
Are you ready?
Dear Ms. Ignored, your retail customers don’t matter.
Wait everyone! Please don’t cancel your National Jeweler subscription! Hear me out.
Who is buying your jewelry?
Don’t tell me the store buyer! Let’s try again!
Who is wearing your jewelry? Who are you thinking about when you design your jewelry?
Let’s name the answer to these questions “Elizabeth Taylor,” with the name of this famous jewelry-loving lady standing in for the end consumer. Because, why not?
You’re making your jewelry for Elizabeth Taylor because she’s the one stockpiling your latest masterpieces. And while you’re doing your best to impress the retail store buyer, the retail store buyer is going gaga for Elizabeth Taylor. All Ms. or Mr. Buyer cares about is what Elizabeth Taylor wants.
It’s good that you want Ms. or Mr. Buyer to see your press coverage, but it makes no difference to her or him. If time is money, how much money is she or he earning by looking at your emails?
Your only value to Ms. or Mr. Buyer is what Elizabeth Taylor wants. As long as she continues wanting your pieces, your relationship with the store continues. If she and her friends, however, stop wanting you, so does Ms. or Mr. Buyer.
When I first started in PR, back when
fax machines were more important than emails, I too thought it was important to show retailers press coverage. I remember dutifully compiling press clips for my jewelry and watch clients and doing monthly mailings to their retailers, thinking they’d get excited about all the press my clients’ products were receiving.
Yeah, no.
They appreciated knowing we were out there creating excitement about their inventory. But unless Elizabeth Taylor barreled into their store, clutching a Vogue magazine page showcasing my clients’ jewelry while throwing her JP Morgan Reserve card at the nearest salesperson, they didn’t give a flying fig.
Ahem.
Don’t stop getting press coverage for your collection. How else is Elizabeth Taylor going to know about your jewelry?
As I continue working with business owners one-on-one, especially business owners whose end customer is not the person the business owner is interacting with directly, it’s clear to me, Ms. Ignored, that you don’t realize who has the most power.
The person taking your jewelry home is the most powerful. This is whom you need to impress.
Absolutely take care of your retailer relationships; make sure Ms. or Mr. Buyer and her or his team burst into song and dance when they hear your name.
But remember: Just as you are beholden to Ms. or Mr. Buyer to order your jewelry, Ms. or Mr. Buyer is beholden to Elizabeth Taylor to purchase it.
My close friend is a senior sales rep for a well-known jewelry company. While everyone reading this understands just how rare it is for Saks to offer anything other than memo for its orders, my friend told me that this particular company’s deals with Saks were mostly cash and very little memo.
Why? Because this well-known company has millions of Elizabeth Taylors, and if Saks wanted to continue swiping those Platinum cards, it needed to play ball.
And, to make sure the jewelry company kept acquiring more Elizabeth Taylors, it would happily treat editors at the major magazines to their very own baubles during the holiday season. And when I say “baubles,” I mean the finest quality VVS diamond-somethings the real Elizabeth Taylor would salivate to possess.
So, to answer your question more directly, what you’re doing wrong, Ms. Ignored, is focusing your energy on Ms. or Mr. Store Buyer instead of the most powerful person in the store—the customer.
Use your press and marketing strategy to acquire more Elizabeth Taylors, then I guarantee you Ms. or Mr. Buyer will program her or his Outlook to emit a special tone exclusively for when your emails come through.
You’re probably now wondering how to acquire more Elizabeth Taylors.
Well, my friend, that’s what I’m here for. Email me your pressing PR and marketing questions to answer in my next column, or better yet, invite me to your office!
Until next time, dear friends, stay cool!
Yeah, no.
They appreciated knowing we were out there creating excitement about their inventory. But unless Elizabeth Taylor barreled into their store, clutching a Vogue magazine page showcasing my clients’ jewelry while throwing her JP Morgan Reserve card at the nearest salesperson, they didn’t give a flying fig.
Ahem.
Don’t stop getting press coverage for your collection. How else is Elizabeth Taylor going to know about your jewelry?
As I continue working with business owners one-on-one, especially business owners whose end customer is not the person the business owner is interacting with directly, it’s clear to me, Ms. Ignored, that you don’t realize who has the most power.
The person taking your jewelry home is the most powerful. This is whom you need to impress.
Absolutely take care of your retailer relationships; make sure Ms. or Mr. Buyer and her or his team burst into song and dance when they hear your name.
But remember: Just as you are beholden to Ms. or Mr. Buyer to order your jewelry, Ms. or Mr. Buyer is beholden to Elizabeth Taylor to purchase it.
My close friend is a senior sales rep for a well-known jewelry company. While everyone reading this understands just how rare it is for Saks to offer anything other than memo for its orders, my friend told me that this particular company’s deals with Saks were mostly cash and very little memo.
Why? Because this well-known company has millions of Elizabeth Taylors, and if Saks wanted to continue swiping those Platinum cards, it needed to play ball.
And, to make sure the jewelry company kept acquiring more Elizabeth Taylors, it would happily treat editors at the major magazines to their very own baubles during the holiday season. And when I say “baubles,” I mean the finest quality VVS diamond-somethings the real Elizabeth Taylor would salivate to possess.
So, to answer your question more directly, what you’re doing wrong, Ms. Ignored, is focusing your energy on Ms. or Mr. Store Buyer instead of the most powerful person in the store—the customer.
Use your press and marketing strategy to acquire more Elizabeth Taylors, then I guarantee you Ms. or Mr. Buyer will program her or his Outlook to emit a special tone exclusively for when your emails come through.
You’re probably now wondering how to acquire more Elizabeth Taylors.
Well, my friend, that’s what I’m here for. Email me your pressing PR and marketing questions to answer in my next column, or better yet, invite me to your office!
Until next time, dear friends, stay cool!
More on Independents
The Latest
MajorsDec 24, 2024
Boucheron Bets on Las VegasThe brand has opened its second U.S. location in the Fontainebleau resort and casino.
EditorsDec 24, 2024
The Spectrum Jewels I Want to Find Under the Tree Associate Editor Lauren McLemore highlights pieces from the AGTA Spectrum & Cutting Edge Awards she’d be thrilled to unwrap on Christmas.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
SourcingDec 24, 2024
Gemfields to Temporarily Suspend Emerald MiningThe move is one of several cost-cutting measures outlined by the company as it faces a weaker luxury market and other challenges.
Weekly QuizDec 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsDec 23, 2024
My Favorite Piece of the Week Jewels of 2024Associate Editor Natalie Francisco chose her 12 favorite Piece of the Week picks from the year gone by.
GradingDec 23, 2024
GIA Adds Filler Identification to Emerald ReportsLab clients have the option to request this addition on their emerald reports.
Brought to you by
De Beers Group Launches Holiday Campaign for Natural Diamonds‘Forever Present’ campaign revives the iconic A Diamond is Forever tagline and celebrates the diamond dream.
Events & AwardsDec 20, 2024
Two Participants Complete Inaugural Ella Klein InternshipJamie Dunton and Gabriella Botelho are the first graduates of the program, created by the WJA Foundation and Julius Klein Diamonds.
CollectionsDec 20, 2024
Piece of the Week: Retrouvaí’s Ring for CharityIn the spirit of giving, Retrouvaí will donate $4,000 from the sale of this ring to the Los Angeles Regional Food Bank.
CollectionsDec 19, 2024
State Property Transforms Spain’s Generalife Gardens into JewelryAlong with the latest “Gardens” collection, the brand has released limited-edition designs offering more indulgent pieces.
CrimeDec 19, 2024
Alleged Jewelry Thieves Attempt Rowboat EscapeThe man and woman are accused of stealing jewelry from a shipping container then trying to flee by paddling a small boat out into a bay.
SourcingDec 19, 2024
The Second-Largest Diamond Ever Found Now Has a Name The 2,488-carat diamond recovered from a mine in Botswana has been dubbed “Motswedi” while its 1,094-carat sibling is “Seriti.”
SourcingDec 19, 2024
Gemfields Reports Record Ruby Auction Results Despite Challenges at SourceThe average price per carat hit a record high for the miner, which said it remains unaffected by the conflict in Mozambique.
AuctionsDec 18, 2024
Alexandrite Ring Sells for Record-Setting $1.9M at Sotheby’sThe nearly 17-carat stone made history for the color-change gem that, according to the auction house, is experiencing a “notable surge” in the market.
WatchesDec 18, 2024
Historic Titanic Pocket Watch Winds Its Way Back to Tiffany & Co. More than a century after survivors gifted a Tiffany timepiece to the captain of the ship that rescued them, the jeweler has reclaimed it.
TechnologyDec 18, 2024
Picchiotti Utilizes AI in ‘Spotlight’ Video CampaignThe videos highlight how pieces from the “Xpandable” and “Reversible Xpandable” collections put the wearer in the spotlight.
IndependentsDec 18, 2024
Industry Veteran Steve Feldman Set to RetireFeldman reflected on 45 years in the jewelry industry and clarified that it’s not a total retirement.
Events & AwardsDec 17, 2024
Chanel to Receive Gem Award for High Jewelry ExcellenceThe luxury brand is being honored for excellence in high jewelry design in its “Haute Joaillerie Sport” collection.
SourcingDec 17, 2024
Frank Circelli, Founder of Gem Shopping Network, Dies at 75Circelli was a pioneer in the world of TV shopping who is remembered for his passion for gemstones and his big personality.
AuctionsDec 17, 2024
Blue Diamond Fetches $8.8M at Christie’sThe nearly 6-carat stone headlined the recent jewelry auction, which also featured Mica Ertegun’s jewelry.
CrimeDec 17, 2024
‘Black Bin Crew’ Robbers Get 14-16 Years in Prison The three men, who got their nickname because they’d toss the jewelry they stole into black plastic bins, were arrested back in August.
TrendsDec 16, 2024
Marion Fasel’s New Book Delves Into the History of Engagement Rings“The History of Diamond Engagement Rings: A True Romance” is a 128-page small-format book containing more than 165 images.
WatchesDec 16, 2024
Take a Look Inside the New Rolex Boutique on Rodeo DriveGearys opened a 6,200-square-foot Rolex store with a design that pays homage to the brand’s connection to the ocean.
GradingDec 16, 2024
GCAL By Sarine Expands 8X to 2 More Fancy Shapes The diamond cut grade is now available for marquise- and pear-shaped diamonds.
SourcingDec 16, 2024
Diamonds Do Good Announces 2025 Award RecipientsDDG said the honorees’ business practices embody a commitment to positive social impact, industry innovation, and community empowerment.
TrendsDec 13, 2024
Selena Gomez Said ‘Forever Begins Now’ to Marquise Diamond Engagement RingEstimates on the size and value of the solitaire diamond, which is mounted on a diamond pavé-set yellow gold band, vary.
