ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
TechnologyApr 17, 2019
Designs on Marketing: Let’s Talk About Relationships
Jacqueline Stone moves on from crafting engaging emails to giving tips on how to manage your contact list.
In my last article, we went over the basics of crafting an engaging and meaningful email.
But now you might be wondering, how do I stay on task? Remember whom I talked to and where? Create powerful pathways of communication? Connect on a deeper level? 
Because digital communication is our medium these days, staying in constant contact is a requirement, not a luxury. Think about what happens when you don’t return a text from your significant other within minutes. Suddenly, they are concerned!
With the need for speed, CRM is a business owner’s best friend. It helps us organize various ways of communication, most importantly our most powerful marketing tool—email.
I strongly encourage you to find an email marketing platform that feels creative and fun. If marketing feels like a chore, then that is probably going to come across somewhere in your copy.
While there are literally dozens of CRM systems, I thought I’d had experience or done research on almost all of them, until recently. One of my clients, Dubin’s Fine Jewelry, uses a service called SnapRetail, which gives a whole new meaning to plug and play.
Dubin’s said: “SnapRetail easily integrates with our POS (point-of-sale) system, The Edge. I love the ease of use and the functionality of the program. It allows me to automate anniversary reminder emails to my customers encouraging them to come in for a special gift. They’re not only grateful to hear from me, but thankful that the important date has been brought to their attention. Even in today’s digital age not everyone is great at marking recurring events in their calendar!”
Here are some of the other systems I’ve had experience with over the years.
For Small Lists (1,000-5,000 Contacts)
If you have a small list there are tons of effective and relatively inexpensive email systems for you to choose from. Find the interface that best suits your fancy.
For example, one of my clients is a diehard Mailchimp fan because of the bright yellow, easy-read dashboard. Another loves Constant Contact as she finds the email layout easy to navigate.
“Mailchimp provided a way for me to organize myself and my huge stacks of business cards,” said Karen Boelts of Little Bridget Jewelry.
Editors' Picks
Sponsored by
“It gave meaning and purpose to the connections I had made at various trade shows and networking events. It gives me an easy and straightforward way of staying in touch.”
Others to consider are Mad Mimi, MPZ Mail and Emma.
Large Lists (5,000+ Contacts)
One of my clients runs an EMS (emergency medical services) school on the East Coast and has an enormous contact list of engaged and active students as well as alumni.
When you manage thousands of contacts, how is it possible to make each person feel special and cater the emails specifically to their needs?
First, please make sure that you create separate lists in any system using tags.
If you are looking for a more robust interface I like to use Salesforce, Hubspot or Jumplead.
Perhaps you are a coding wizard (or maybe you have one on staff). You might want to give Maximizer or Insightly a go.
These interfaces allow you to send email as if it’s directly coming from you rather than a marketing platform. They require much more due diligence and graphic design on your end, but they are worth it if you have a large list and are looking to save money.
My Favorite All-Around
Hands down, my all-around favorite CRM system is Drip.
While it takes a minute to get acquainted with this powerful ecommerce emailing tool, it’s well worth it. Drip allows you to create funnels of data directly from your website into their network.
For example, do you know who on your contact list is already engaged? You can flag them as a potential wedding band sale.
I’m still playing around with this “new kid on the block,” but here’s one fun fact I’ve learned so far: If your list is large enough, you get a dedicated “Success Manager” to help you with onboarding and email campaigns in a weekly video call. This is worth its weight in gold, as far as I’m concerned.
In Conclusion …
While I’ll probably never get a note hand-written with Mr. Sketch markers (you remember these; they’re the scented ones) in the mail again, I do have some serious appreciation for the gifts that technology has given us.
I’m able to see pictures of friends’ new babies in real time, immediately reach out when I hear of someone’s passing and pause to laugh at the latest ridiculous meme. It’s never been easier to stay in touch with those who matter.
In this age of fast and easy communication, I think the best piece of advice I can offer is to treat your contact lists with care.
The more specialized you become with your lists, the more personal the connection will be. You might have thousands of people to talk to, but when your message comes from the heart and is specific to their needs, a connection is made.
It might be small at first, but eventually you start to build your tribe of die-hard fans who wait eagerly for your note in their inbox as they’ve been saving up to buy one of your beautiful creations, and that 20 percent off you just offered via email seals the deal.
A recovering jewelry designer, Jacqueline Stone has a diverse background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. Now she serves as the CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape. Stone can be reached at info@bubblegumandducttape.com.
Others to consider are Mad Mimi, MPZ Mail and Emma.
Large Lists (5,000+ Contacts)
One of my clients runs an EMS (emergency medical services) school on the East Coast and has an enormous contact list of engaged and active students as well as alumni.
When you manage thousands of contacts, how is it possible to make each person feel special and cater the emails specifically to their needs?
First, please make sure that you create separate lists in any system using tags.
If you are looking for a more robust interface I like to use Salesforce, Hubspot or Jumplead.
Perhaps you are a coding wizard (or maybe you have one on staff). You might want to give Maximizer or Insightly a go.
These interfaces allow you to send email as if it’s directly coming from you rather than a marketing platform. They require much more due diligence and graphic design on your end, but they are worth it if you have a large list and are looking to save money.
My Favorite All-Around
Hands down, my all-around favorite CRM system is Drip.
While it takes a minute to get acquainted with this powerful ecommerce emailing tool, it’s well worth it. Drip allows you to create funnels of data directly from your website into their network.
For example, do you know who on your contact list is already engaged? You can flag them as a potential wedding band sale.
I’m still playing around with this “new kid on the block,” but here’s one fun fact I’ve learned so far: If your list is large enough, you get a dedicated “Success Manager” to help you with onboarding and email campaigns in a weekly video call. This is worth its weight in gold, as far as I’m concerned.
In Conclusion …
While I’ll probably never get a note hand-written with Mr. Sketch markers (you remember these; they’re the scented ones) in the mail again, I do have some serious appreciation for the gifts that technology has given us.
I’m able to see pictures of friends’ new babies in real time, immediately reach out when I hear of someone’s passing and pause to laugh at the latest ridiculous meme. It’s never been easier to stay in touch with those who matter.
In this age of fast and easy communication, I think the best piece of advice I can offer is to treat your contact lists with care.
The more specialized you become with your lists, the more personal the connection will be. You might have thousands of people to talk to, but when your message comes from the heart and is specific to their needs, a connection is made.
It might be small at first, but eventually you start to build your tribe of die-hard fans who wait eagerly for your note in their inbox as they’ve been saving up to buy one of your beautiful creations, and that 20 percent off you just offered via email seals the deal.
A recovering jewelry designer, Jacqueline Stone has a diverse background in finance, marketing, advertising, product development, fine jewelry manufacturing, design and sourcing. Now she serves as the CEO of her own marketing consulting and coaching business, Bubblegum and Duct Tape. Stone can be reached at info@bubblegumandducttape.com.
More on Technology
The Latest
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
ColumnistsSep 08, 2026
Peter Smith: Humor Is No Laughing MatterLaughter is often considered a distraction in the workplace, but it has benefits for both staff and management, Peter Smith writes.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
