Supplier BulletinNov 21, 2024
Tasha R Releases 2025 Labbelle Lab Diamond Jewelry CatalogSponsored by Tasha R
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
AuctionsNov 21, 2024
Gold Watch Gifted to Titanic Rescue Ship Captain Sells for $2MThree Titanic survivors presented him with the personalized Tiffany & Co. timepiece about a year after the tragedy.
MajorsNov 21, 2024
Harris Jewelry Ordered to Reopen Claims Portal for Refund RequestsA federal court found that the jewelry store chain violated terms of the settlement reached after it was accused of defrauding customers.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
CollectionsNov 21, 2024
Channel Elphaba in Muse’s ‘Have a Heart x Cynthia Erivo’ CollectionCynthia Erivo chose Dreams of Hope, an organization dedicated to empowering LGBTQA+ youth, as the charity for this year’s collection.
Weekly QuizNov 21, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsNov 21, 2024
Rocksbox Opens Pop-Up Store in San FranciscoThe new space was designed to evoke a warm, inviting vibe.
IndependentsNov 21, 2024
Mary Moses Kinney Is Now Part of The Edge’s Team Kinney, who spent nearly 30 years at IJO, has been hired to head Abbott Jewelry Systems’ new virtual marketplace.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
CrimeNov 20, 2024
Sotheby’s to Pay $6.25M Settlement to NY State for Alleged Tax FraudThe auction house was accused of helping clients avoid paying taxes on millions of dollars’ worth of art purchased from 2010 to 2020.
Events & AwardsNov 20, 2024
Kering Debuts New Jewelry Award With Sustainability FocusThe four finalists will present their pieces at the 2025 JCK Las Vegas show.
CollectionsNov 20, 2024
Pamela Love Channels Surrealist Artists in New CollectionThe “Camera Oscura” collection showcases earring designs celebrating female Surrealist artists Claude Cahun and Leonor Fini.
Policies & IssuesNov 20, 2024
Columbia Gem House Raises $10K for Reforestation EffortsThe money will fund the planting of 10,000 trees in critical areas across Oregon, Arizona, Montana, and other regions.
Events & AwardsNov 20, 2024
The Jewelry Symposium Opens Registration, Scholarship ApplicationsThe event centered on advancing jewelry manufacturing technology will return to Detroit in May 2025.
CrimeNov 19, 2024
Woman Killed in Armed Robbery of Sacramento Jewelry StoreLocal reports identified the woman as the wife of the jewelry store owner.
AuctionsNov 19, 2024
‘A Tsar’s Treasure’ Fetches $2.9M at Sotheby’s Jewelry SaleA collection of pieces owned by Ferdinand I, the first king of modern Bulgaria, and his family, blew away estimates in Geneva last week.
MajorsNov 19, 2024
Trove Opens First US Flagship in NYCThe Australian jewelry box brand’s new West Village store will showcase new jewelers each month through its Designer in Residence program.
CollectionsNov 19, 2024
Snoop Dogg’s New Jewelry Collection Is All About Love“Lovechild” was created in partnership with Carolyn Rafaelian’s Metal Alchemist brand.
EditorsNov 18, 2024
Q&A: Helzberg CEO Brad Hampton on the Jeweler’s RebrandHampton discussed how Helzberg is improving the customer experience and why it was inspired by the company formerly known as Dunkin’ Donuts.
Policies & IssuesNov 18, 2024
Reciprocity Jewels Returns to NYC Jewelry WeekThe group will host several curated events and an exhibition of designer jewelry made with Peruvian gold traceable to the miners’ names.
CollectionsNov 18, 2024
Dolly Parton Shines in Collaboration with Kendra ScottThe collection honors the 50th anniversary of Dolly Parton’s “Love is Like a Butterfly” song, which shares a birth year with Kendra Scott.
Events & AwardsNov 18, 2024
IGI Jewelry Design Competition ReturnsThis year’s theme asks designers to take inspiration from classic fairy tales.
EditorsNov 15, 2024
Why Fine Jewelry Belongs at New York Comic ConSenior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.
CollectionsNov 15, 2024
Marie Lichtenberg Battles Counterfeits with New ‘Raiz’in Scapular’ DesignsThe latest “Raiz’in” drop showcases a newly designed “Scapular” necklace and donates a portion of the proceeds to Make-A-Wish France.
WatchesNov 15, 2024
Piece of the Week: Citizen’s Commemorative Pocket WatchNo. 1 out of 100, the timepiece was created to mark Citizen’s 100th anniversary and will be auctioned off at Sotheby’s next month.
Recorded WebinarsNov 15, 2024
Watch: 10 Tips to Keep Your Jewelry Store Secure On the latest episode of “My Next Question,” two experts share best practices for store security during the holidays and year-round.
AuctionsNov 14, 2024
18th-Century Diamond Necklace Sells for Nearly $5M Sotheby’s sold the necklace, which potentially has ties to Marie-Antoinette, for $4.8 million to a woman bidding via phone.
MajorsNov 14, 2024
Saks Fifth Avenue Cancels Holiday Light DisplayInstead of its usual elaborate display, the store will illuminate its façade and frame the windows to highlight its flagship’s architecture.
