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.
IndependentsJan 23, 2019
Marketing Minute: Find Your Niche
Being brave enough to focus on a specific one could lead to an easy and profitable business, Jim Ackerman writes.
Jim Ackerman is a retail jewelry marketing expert who has spoken at JA New York, JCK and other jewelry trade shows. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
Over two decades ago, Wink Jones closed his retail store and became an appointment-only jeweler out of an 800-square-foot office on the second floor of an off-the-beaten-path office building. Business boomed.
Later, Wink opened an online store selling nothing but high-end cubic zirconia. He prospered again!
When talking about “finding your niche,” almost all jewelers think in terms of appealing to a specific economic strata or carrying a certain kind or quality of product. But I’m here to suggest that you can go well beyond that, and you should, if you really want to tap the power of “the niche.”
For example, what if you not only limited your business to appointment-only, but also required that each client refer at least three other similar clients during their first year working with you?
If you did this, you could …
1. Eliminate a storefront;
2. Eliminate up-front advertising costs;
3. Be highly selective in the clients you accept; and
4. Make doing business with you something prestigious, special and talked about—create a “buzz.”
If you’re a traditional brick-and-mortar independent jeweler, this will sound a little scary; maybe too big of a jump to take.
How about going after a specific audience?
Do you live near a military base? Consider becoming the jeweler that caters only to members of the military and their relatives. It would mean literally saying no to everybody else but think how the military would feel about you—you’d win undying loyalty, and it’s a good bet that even when personnel gets transferred, you’ll still be able to maintain that relationship and continue to sell to them long-distance.
Here’s another example: George owns a chain of chain stores in Miami. He specializes in selling gold and silver chains to Cuban natives. He has a very small collection of other kinds of jewelry, but his main customers are young Cuban men who like to “bling it up” with chains. When he made this shift to doing business this way, his little indie shop exploded. He now has several small stores with low overhead, and he’s raking in millions.
If you’d prefer to go after the ultra high-end, become the traveling jeweler that brings your wares directly to busy top executives. They don’t have time to shop, so you shop for them. Then you bring an extremely limited selection to them at their offices or homes and let them choose. They’ll love you for it, you’ll
never have to discount, they’ll refer you to their friends, your average ticket will skyrocket and your overhead will plummet.
Yes, there will be challenges. Security will be an issue, for example, but the potential is extraordinary.
You might take the traveling jeweler in a different direction.
Instead of a store, retrofit an old armored car. You can outfit it with a jeweler’s bench and three display cases in a horseshoe configuration at the back. Again, office calls, house calls and neighborhood visits become your modus operandi, and with the savings in overhead, you can easily afford to hire a trained security guard to go with you everywhere. (You can also keep your inventory in brass-and-glass and have finished product delivered by FedEx, after orders are placed.)
Consider a more traditional store but one that is exclusively targeted to members of the LGBT/alternative lifestyle community, or a shop exclusively targeted to women who buy jewelry for themselves, or a shop with jewelry for men only.
Think how much easier your advertising decisions and expenses become when you can go after a specific niche.
Too bold a move? Consider selecting one of these niches and cordoning off a room or section of your store where the display only holds items for members of the niche. An approach like this might allow you to test the concept before you take the ultimate plunge.
But consider this: Niches tend to be fiercely loyal and highly referring. Being courageous enough to focus on one niche at the exclusion of all others may lead to an exceptionally easy business and an outrageously profitable one.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
Yes, there will be challenges. Security will be an issue, for example, but the potential is extraordinary.
You might take the traveling jeweler in a different direction.
Instead of a store, retrofit an old armored car. You can outfit it with a jeweler’s bench and three display cases in a horseshoe configuration at the back. Again, office calls, house calls and neighborhood visits become your modus operandi, and with the savings in overhead, you can easily afford to hire a trained security guard to go with you everywhere. (You can also keep your inventory in brass-and-glass and have finished product delivered by FedEx, after orders are placed.)
Consider a more traditional store but one that is exclusively targeted to members of the LGBT/alternative lifestyle community, or a shop exclusively targeted to women who buy jewelry for themselves, or a shop with jewelry for men only.
Think how much easier your advertising decisions and expenses become when you can go after a specific niche.
Too bold a move? Consider selecting one of these niches and cordoning off a room or section of your store where the display only holds items for members of the niche. An approach like this might allow you to test the concept before you take the ultimate plunge.
But consider this: Niches tend to be fiercely loyal and highly referring. Being courageous enough to focus on one niche at the exclusion of all others may lead to an exceptionally easy business and an outrageously profitable one.
Jim Ackerman is known as The Marketing Coach to the jewelry industry and has addressed retailers at jewelry trade shows including JA New York, JCK, the Atlanta Jewelry Show and others. He is providing National Jeweler readers with a free Buyer Risk Management copy of his BizKaboom Newsletter, valued at $37. Send your email request to mail@ascendmarketing.com.
More on Independents
The Latest
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.
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.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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 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.
EditorsDec 18, 2025
Terry Chandler Looks Back on 40 Years of Opportunity, Change, and FriendsChandler got his start at Michelson Jewelers and has served as DCA president and CEO since 2001. He will retire at the end of the month.
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
