10242017Tue
Last updateWed, 18 Oct 2017 12am
Reason to Hope: Jewelry industry steps up to help natural disaster victims

Reason to Hope: Jewelry industry steps up to help natural disaster victims

It’s so easy to get sucked into choosing a side. T...

Remembering Janel Russell, creator of Mother and Child Jewelry

Remembering Janel Russell, creator of Mother and Child Jewelry

Motherhood defined much of Janel Russell’s life, b...

Overnight explains how to say, “Yes!” to every sale

Overnight explains how to say, “Yes!” to every sale

Releases 2 new catalogs  

Being a jewelry retailer h...

Sandy Jones jewelry career comes full circle

Sandy Jones jewelry career comes full circle

They say never burn a bridge you may need to cross...

Other News

The psychology of the allure of gold

The psychology of the allure of gold

When you think of the color gold, images of grandeur and extravagance are likely to come to mind.

For millennia, the metal has adorned crowns and hilts of swords. It has been used to enhance paintings and ornaments to increase their value.

In some cult...

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Industry Events

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Conference to be held November 10 & 11, 2017 at CUNY Graduate Center, New York City

Initiatives in Art & Culture (IAC), an organization committed to educating diverse audiences in the fine, decorative, and visual arts, has announced their 19th...

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On The Move

Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, who has spent the last 37 years selling jewelry, chains, and charms to retail stores, has announced his retirement. His announcement coincides with his intention to sell JKM Enterprises, parent company of Charms Plus, to interested buy...

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What's New

Merit Diamond introduces MFIT®

Merit Diamond introduces MFIT®

Innovative men’s wedding bands designed with maximum comfort in mind

Merit® Diamond, manufacturers of the popular, luxurious diamond fashion line Sirena®, has developed and tested their supremely comfortable men’s MFIT® wedding band line over the past...

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Featured Articles

Alamea Hawaii’s appeal washes deep into America with elegance & beauty of the sea

Alamea Hawaii’s appeal washes deep into America with elegance & beauty of the sea

One doesn’t have to live in paradise to appreciate and crave a piece of it. With this in mind, Alamea Hawaii brings the beauty of Hawaii and beyond to inner America with elegant and fashionable designs for jewelers and retailers, inspired by the most...

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Latest News

The psychology of the allure of gold

5 DAYS AGO
The psychology of the allure of gold

When you think of the color gold, images of grandeur and extravagance are likely to come to mind.

For millennia, the metal has adorned crowns and hilts of swords. It has been used to enhance paintings and ornaments to increase their value.

In some cultures, gold is a predominant feature of festivals a...

Readmore

Scientists believe cosmic collision reveals origins of gold

5 DAYS AGO
Scientists believe cosmic collision reveals origins of gold

WASHINGTON (AP) — It was a faint signal, but it told of one of the most violent acts in the universe, and it would soon reveal secrets of the cosmos, including how gold was created.

Astronomers around the world reacted to the signal quickly, focusing telescopes located on every continent and even in ...

Readmore

Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

5 DAYS AGO
Initiatives in Art & Culture announces 19th Annual Fashion + Design Conference: “White: Palette, Prism, Possibility”

Conference to be held November 10 & 11, 2017 at CUNY Graduate Center, New York City

Initiatives in Art & Culture (IAC), an organization committed to educating diverse audiences in the fine, decorative, and visual arts, has announced their 19th Annual Fashion + Design Conference will be held N...

Readmore

Andie Weinman sparkles in the City of Gold

13 DAYS AGO
Andie Weinman sparkles in the City of Gold

Preferred Jewelers International CEO shares info on PJI and successful American retail strategies in Dubai

The City of Gold was the international backdrop for the Gemological Science International (GSI) presentation on ‘The Successful American Retail Strategies’ during DMCC Dubai on September 12, 201...

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Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

22 DAYS AGO
Paul Machiels, owner of Charms Plus, to retire 37-year industry veteran seeking to sell wholesale business

Paul Machiels, who has spent the last 37 years selling jewelry, chains, and charms to retail stores, has announced his retirement. His announcement coincides with his intention to sell JKM Enterprises, parent company of Charms Plus, to interested buyers. His book of business continues to be lucrativ...

Readmore

Patrick Retzer joins the Color Merchants/Brevani family as V.P. of Sales

27 DAYS AGO
Patrick Retzer joins the Color Merchants/Brevani family as V.P. of Sales

(NEW YORK) - Brevani, the branded division of Color Merchants Inc. has announced they’ll be bringing on industry veteran Patrick Retzer to head up their sales division and oversee the brands direction.

Readmore

Merit Diamond introduces MFIT®

5 DAYS AGO
Merit Diamond introduces MFIT®

Innovative men’s wedding bands designed with maximum comfort in mind

Merit® Diamond, manufacturers of the popular, luxurious diamond fashion line Sirena®, has developed and tested their supremely comfortable men’s MFIT® wedding band line over the past 5 years. The patented brand provides men with “no...

Readmore

GN Diamond offering free Gemprint on all diamonds

13 DAYS AGO
GN Diamond offering free Gemprint on all diamonds

GN Diamond listens to the common pain points experienced by jewelers on a daily basis. Internet shopping is one of the biggest obstacles expressed by the brick and mortar store. By offering added value and annual savings through Gemprint, jewelers are now armed with a point of distinction against th...

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Furry friends on the job: Loki - Kingsbury Designs & Repairs, Clinton, Mississippi

5 DAYS AGO
Furry friends on the job: Loki - Kingsbury Designs & Repairs, Clinton, Mississippi

 

This is Loki. Loki works for David at Kingsbury Designs & Repairs in Clinton, Mississippi. David says Loki was named after the evil brother of Thor, but his customers love him anyway.

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Furry friends on the job: Larry at Douglas Jeweler in Hartford, Wisconsin

13 DAYS AGO
Furry friends on the job: Larry at Douglas Jeweler in Hartford, Wisconsin

Say hello to Larry, the mini golden doodle. Larry loves going to work with his “dad” and “grandpa” at Douglas Jeweler in Hartford, Wisconsin. Larry likes wearing his finest clothes to work and always greets everyone with a tail wag and kisses!

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The Marketing Minute: Trend Spotting

5 DAYS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

 

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The Marketing Minute: Pricing Strategy

13 DAYS AGO

Marketing specialist George Prout produces a weekly marketing advice video for retail jewelers, The Monday Morning Marketing Minute. He’s generously agreed to let us share them with our eWeekly readers.

 

Click here  to see more of George Prout’s The Marketing Minute

 

 

 

 

 

Readmore

Stuller promotes diamonds at retail on national television

(LAFAYETTE, La.) – Stuller recently promoted diamonds as an “enduring gift for a lifetime” in an effort to aid independent retailers by increasing consumer awareness during the holidays.

Popular national TV home show “Designing Spaces” may seem the least likely place to pitch diamonds. But Stuller, a DTC Sightholder, landed an opportunity on one of the show’s annual holiday gift specials that has the potential to publicize its emotional appeal for The Red Box Diamonds® Program to 80 million U.S. households via broadcasts through Christmas. The “Designing Spaces’” audience, described as mostly female, between the ages of 25 and 55, with a median household income of $65,000 is the core base of diamond sales.

In late August, Claudia Evans Zale, business development director for Stuller, filmed a six-minute segment at the studios of Quorum Productions, the Deerfield Beach, Florida-based creator of the show, to be featured during the 30-minute program. Appearing with correspondent Jodi Dombrowski, Evans Zale told diamond’s story with emphasis on Stuller’s Red Box Diamond brand and its new Diamond Moments campaign.

The TV program will air on networks after Thanksgiving and through December on such channels as TLC (The Learning Channel), The Food Network, Discovery Channel, WE (Women’s Entertainment), HGTV (Home & Garden Television), Travel Channel, and NBC, CBS, FOX, ION TV and UPN affiliates. Red Box Diamonds® will also benefit from Quorum’s multi-media marketing of themes, products and trends in future programming.

“The impact of this program could be huge for independent retailers,” says Matt Stuller, CEO and founder of Stuller. “By reaching so many consumers with the ‘diamonds make enduring gifts’ message during the holiday shopping season, consumers will be pre-sold on Red Box Diamonds, and diamonds in general, when they walk through the door. Jewelers who capitalize on this opportunity should see results at the sales counter.”

 

stuller-nov
Claudia Evans Zale (R), Sales Director of Red Box Diamonds, with correspondent
Jodi Dombrowski, discusses Red Box Diamonds on the home TV program “Designing Spaces.”

 

Evans Zale, who spoke with Dombrowski about how and why to buy diamonds, focused her pitch on key life moments with strong emotional significance like the birth of a child; a young woman’s coming of age; birthdays, especially milestone birthdays; and wedding anniversaries. She also referenced holidays that acknowledge those we love such as Christmas, Valentine’s and Mother’s Day as ideal occasions to create personal diamond moments. Not forgetting the all-important female self-purchaser, Evans Zale encouraged women to reward themselves with diamonds.

“Consumers identify with diamond jewelry for many reasons, such as the desire to feel loved, beautiful, or rewarded; or as an outward expression of success and style,” explains Evans Zale about the Diamond Moments campaign. “Especially in today’s tough economy, and with competition for discretionary dollars so high, jewelers can encourage customers to add to or create their diamond jewelry wardrobe by giving them the justification they need to make that purchase - their own diamond moment story.”

According to Ramona Gautreaux, Stuller’s marketing director of diamonds & gemstones, diamonds are faced with the prospect of stiff competition this holiday season, especially from the electronics industry.

“It’s even more critical today to build consumer confidence and customer loyalty,” says Gautreaux. “While others may scale back, we’re certain we have all the resources jewelers need to make every sale that’s coming their way. We’re stepping up our marketing and getting back to basics on the emotional appeal of selling diamonds.”

Stuller created its Red Box program to empower retailers with a brand they could call their own that is a beautifully-packaged, quality product, with value-added benefits such as diamond trade-up, loss protection, grading reports, and engraved ID serial number. A loose diamond brand, Red Box Diamonds® is available in a range of sizes from 3/8 of a carat up, all shapes, D to L color, and I1 clarity and greater, as well as some fancy colors. Since its inception a decade ago, the brand is in about 4,000 jewelry stores nationwide.

Stuller developed the Red Box Diamond Moments campaign as a comprehensive selling system for independent jewelers, including training resources, point-of-purchase tools, and a variety of advertising material. Retailers also have access to Stuller’s virtual inventory and just-in-time delivery, as well as custom design services through its Stuller Studio.

Evans Zale also promoted a contest, on “Designing Spaces,” for consumers to share their diamond moment stories (Log on to redboxdiamondmoments.com by Dec. 31 for a chance to win a pair of Red Box Diamond stud earrings.)

Gautreaux suggests retailers piggyback on the buzz created by the show in promoting gift registries/wish lists; hosting in-store events that embody special diamond moments; and connecting with area media to plug the local broadcast of “Designing Spaces” holiday show, as well as to discuss trends and gift ideas as their community’s diamond expert.

For more information or to find local TV listings and additional resources please visit www.stuller.com or call 800-877-7777.

 


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