Supplier BulletinJul 03, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
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.
“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
MajorsJul 03, 2025
Brilliant Earth Names Tennis Star Madison Keys as Its New AmbassadorThe 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.
MajorsJul 03, 2025
Muse Sets Up Shop in Nordstrom’s New Jewelry HallThe West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.
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 03, 2025
SRK Announces Its Natural Diamonds Are Now Carbon-NegativeThis past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.
Weekly QuizJul 02, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsJul 03, 2025
Piece of the Week: A Firework of Diamonds From YepremThe brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.
CrimeJul 03, 2025
JSA Shares Holiday Weekend Security Tips Amid Spike in BurglariesJSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
MajorsJul 02, 2025
Boucheron Looks to LA for First West Coast FlagshipLocated on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.
MajorsJul 02, 2025
Marco Bicego Opens Milan FlagshipThe new location continues the brand’s celebration of its 25th anniversary.
WatchesJul 02, 2025
Chrono24 Revamps Brand, Launches New CampaignThe online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.
SourcingJul 02, 2025
Bernadette Mack Joins Gem Legacy as Executive DirectorShe will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.
CrimeJul 02, 2025
Pandora, Amazon Partner to Uncover Counterfeit Jewelry NetworkWorking with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.
MajorsJul 01, 2025
Cast Closes Business, Plans for RelaunchThe jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.
Events & AwardsJul 01, 2025
William Goldberg Diamonds, FIT Partner for Apprenticeship ProgramThe company is providing the opportunity for an FIT student to work alongside master diamond cutter Willie Lopez in its workshop.
IndependentsJul 01, 2025
Elie Hannoush, Founder of Hannoush Jewelers, Dies at 73He is remembered for his successful entrepreneurship, generosity, and dedication to his family.
MajorsJul 01, 2025
Claire’s Is Looking for a Buyer, Report SaysThe jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.
TrendsJul 01, 2025
Amanda’s Style File: Red Hot RubiesWelcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.
CollectionsJun 30, 2025
State Property’s New Jewelry Tells ‘The Story of Everything’Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.
ColumnistsJun 30, 2025
The Smart Lab: Why Q3 Is the Secret Weapon For Holiday Jewelry SalesThe best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.
Events & AwardsJun 30, 2025
AGA Names Recipient of 2025 Gemological Education ScholarshipThis year’s winner is Morgan Keefe, who is currently studying at GIA to be a gemologist.
IndependentsJun 30, 2025
Melanie Grant’s New Book Explores 200 Years of Jewelry“The Jewelry Book” comes out this September.
IndependentsJun 27, 2025
David Webb Announces New Hires, PromotionsFollowing its recent acquisition, the storied brand has updated its leadership team and regional managers.
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner AGS also named the recipient of its “Women in Leadership” scholarship.
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap RingThe 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
