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.
IndependentsAug 23, 2016
Marketing Minute: To Build Your Brand, Forget ‘Branding’
In Jim Ackerman’s opinion, jewelers should worry less about their image and more about direct response marketing.
Jim Ackerman is a retail jewelry marketing expert who has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He can be reached at 800-584-7585, ext. 3 or by email at mail@ascendmarketing.com.
“Branding” is the big buzzword in marketing today.
“You’ve got to build your brand.”
The term “brand” has become a substitute for company, business, service and just about any other way to describe a business function. The vast majority of people who use the term don’t have a clue what they’re talking about. They wouldn’t know what a real “brand” is if it hit them over the head.
Go ahead. Next time some hotshot millennial guru starts flinging the word around, ask him to define it. The answer is not likely to be gratifying but is likely to have little or no connection to success in business.
To build your brand, start by understanding this: No matter what you look like, your corporate culture, the “feel” of doing business with you, the awareness you have in the marketplace or how you may or may not be identified by your prospects and clients, the only real measure of a brand is … having boatloads and boatloads of happy, consistently buying and referring customers.
Anything and everything else is just window dressing.
So, what’s the best way to “build your brand?” Don’t. Instead, concentrate on selling more stuff to more people more often. And for the typical independent retail jeweler, that means focusing on direct response marketing instead of “image” marketing.
What is direct response marketing? It’s any marketing effort that is designed to get the prospective customer to take at least the next step in the buying process.
That doesn’t necessarily mean an immediate purchase, but it should at least be to surrender contact information so further marketing can take place.
If, for example, you offer a free report on the perils of buying gems online you are making a direct response offer, even though it’s not for the prospect to buy a specific item right away.
If you send them to your regular website to get the report, odds are they’ll struggle to find the report and downloads will be minimized. Or if the report simply resides on your website and you offer it for free--meaning you don’t even ask them to surrender their contact info to get it --your direct response has been wasted.
Better to send them to a “landing page” where they find out a little more about the report and are invited to download it. To accomplish that, they must give you contact information.
Once you have that, you can proactively
market to them, cultivate the relationship and eventually get the business, far less expensively than trying to do nothing but sell them up front.
And of course, all of these steps are testable and trackable, so you can “genetically engineer” your marketing for ever-increasing success.
Consider this: You run a bunch of radio ads that cost you $1,000.
Ten new prospects respond by supplying contact information. Each new prospect cost you $100 at retail to secure the information. However, to convert them to a new client, you can direct mail monthly for 60 to 100 months before you actually get that first sale and still break even, compared to the original cost of generating the lead. Email and telemarketing can be even less costly.
I confess this takes some getting used to, if you’re used to throwing marketing stuff at the wall and hoping something sticks. Of course, that’s why you’re frustrated with marketing and see it as an expense instead of an investment with a predictable payback.
If you’d like to say goodbye to the throw-it-out-and-hope approach to advertising and begin getting dramatic increases in response and conversions that will truly build your brand, shift to the direct response model.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp to be held this September. National Jeweler readers can get more information about the event and download a free report here.
And of course, all of these steps are testable and trackable, so you can “genetically engineer” your marketing for ever-increasing success.
Consider this: You run a bunch of radio ads that cost you $1,000.
Ten new prospects respond by supplying contact information. Each new prospect cost you $100 at retail to secure the information. However, to convert them to a new client, you can direct mail monthly for 60 to 100 months before you actually get that first sale and still break even, compared to the original cost of generating the lead. Email and telemarketing can be even less costly.
I confess this takes some getting used to, if you’re used to throwing marketing stuff at the wall and hoping something sticks. Of course, that’s why you’re frustrated with marketing and see it as an expense instead of an investment with a predictable payback.
If you’d like to say goodbye to the throw-it-out-and-hope approach to advertising and begin getting dramatic increases in response and conversions that will truly build your brand, shift to the direct response model.
Jim Ackerman has spoken to jewelry retailers at JA New York, JCK, The Smart Jewelry Show and others. He has teamed with Shane Decker for the Ultimate Jewelry Sales & Marketing Boot Camp to be held this September. National Jeweler readers can get more information about the event and download a free report here.
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.
