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Last updateThu, 18 Jan 2018 10am
Parker’s Karat Patch carves out big local niche

Parker’s Karat Patch carves out big local niche

It was an unlikely career for Kristin and Terrence...

Gem Star Imports offers cutting-edge concepts & loyal service to retailers

Gem Star Imports offers cutting-edge concepts & loyal service to retailers

Gem Star Imports, a leading diamond jewelry manufa...

Travis Piper, the $1 Million Man

Travis Piper, the $1 Million Man

In 1997, Travis Piper went off to college with an ...

Southern Gates® Jewelry launches exclusive collection with Biltmore®

Southern Gates® Jewelry launches exclusive collection with Biltmore®

(CHARLESTON, S.C.) - Jewelry design and wholesale f...

Floyd & Green Jewelers celebrating 25th anniversary

Floyd & Green Jewelers celebrating 25th anniversary

For Steve Floyd & Tom Williams, it seems like ...

Other News

IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

(IDEX Online) – The Israel Diamond Exchange (IDE) will unveil new diamond-based cryptocurrencies created by startup CARATS.IO during the February 5-7 International Diamond Week in Israel (IDWI).

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Industry Events

Select Show announces Dallas 2018 date

Select Show announces Dallas 2018 date

Date change moves Select Dallas to September

(NEW YORK) - On the heels of a successful 2017 Select Dallas Show, The Select Jewelry Show has announced a new date for 2018.

The 2018 Select Jewelry Show in Dallas will be held Sunday and Monday, September 1...

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On The Move

IGI North and South America achieves re-certification by RJC

IGI North and South America achieves re-certification by RJC

(NEW YORK) - The International Gemological Institute (IGI) continues to promote the importance of upholding credibility and high industry standards through its submissions to independent external auditors. The Institute has announced that IGI - North ...

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What's New

ASHI launches Valentine Sweepstakes

ASHI launches Valentine Sweepstakes

(NEW YORK) - ASHI has announced the launch its Valentine Sweepstakes, to kickoff the Valentine Season for its retail partners. Retailers will be able to attract shoppers to their stores through various Social Media platforms.  The Sweepstakes provides...

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Featured Articles

Retailer Roundtable: What do you do when a customer breaks an important piece in your store?

Retailer Roundtable: What do you do when a customer breaks an important piece in your store?

Q: What do you do when a customer breaks an important piece in your store?

“We don’t have a set policy for this type of incident. Pretty much in all cases we’ll cover the cost of repairing the item to avoid any ill will with the client. This is especia...

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Latest News

IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

3 DAYS AGO
IDEX Online reports diamond-based cryptocurrencies to be unveiled at IDWI

(IDEX Online) – The Israel Diamond Exchange (IDE) will unveil new diamond-based cryptocurrencies created by startup CARATS.IO during the February 5-7 International Diamond Week in Israel (IDWI).

Readmore

JA applauds Supreme Court decision to hear Sales Tax Fairness case

3 DAYS AGO
JA applauds Supreme Court decision to hear Sales Tax Fairness case

(NEW YOR K) - Jewelers of America (JA), a national trade association for businesses serving the fine jewelry marketplace, applauds the decision by the United States Supreme Court to take up South Dakota’s petition to the Court to re-consider the Quill decision from 1992. That decision established the...

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Select Show announces Dallas 2018 date

11 DAYS AGO
Select Show announces Dallas 2018 date

Date change moves Select Dallas to September

(NEW YORK) - On the heels of a successful 2017 Select Dallas Show, The Select Jewelry Show has announced a new date for 2018.

The 2018 Select Jewelry Show in Dallas will be held Sunday and Monday, September 16th and 17th. The location remains the same, the D...

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JA New York Spring Show preview

17 DAYS AGO
JA New York Spring Show preview

Once again, the JA New York Spring show will co-locate with the MJSA Expo March 11-13, 2018 at the Jacob Javits Center, to create a true, destination Jewelry Market Week in New York City. With JA New York’s emphasis on fine finished jewelry and MJSA Expo’s unique focus on supplies to the trade, atte...

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IGI North and South America achieves re-certification by RJC

3 DAYS AGO
IGI North and South America achieves re-certification by RJC

(NEW YORK) - The International Gemological Institute (IGI) continues to promote the importance of upholding credibility and high industry standards through its submissions to independent external auditors. The Institute has announced that IGI - North & South America has been granted re-certificat...

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GIA to open laboratory in Surat, India, expand facility in Antwerp, Belgium

11 DAYS AGO
GIA to open laboratory in Surat, India, expand facility in Antwerp, Belgium

(CARLSBAD, Calif.) - GIA will open a new laboratory in Surat, India and expand its long-term presence in Antwerp, Belgium in the second quarter of 2018 to meet the needs of the global gem and jewelry industry.

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ASHI launches Valentine Sweepstakes

3 DAYS AGO
ASHI launches Valentine Sweepstakes

(NEW YORK) - ASHI has announced the launch its Valentine Sweepstakes, to kickoff the Valentine Season for its retail partners. Retailers will be able to attract shoppers to their stores through various Social Media platforms.  The Sweepstakes provides ASHI retailers with a unique marketing opportunit...

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MJSA launches Jewelers Do It Better™

3 DAYS AGO
MJSA launches Jewelers Do It Better™

Consumer marketing campaign to drive jewelry sales

MJSA, the trade alliance dedicated to professional excellence in jewelry making and design, has launched a new consumer marketing campaign, Jewelers Do It Better™, to generate enthusiasm for its members’ creations and drive retail sales. The campaign...

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Furry friends on the job: Chloe of Randall’s Jewelry in Oakland Park, Florida

3 DAYS AGO
Furry friends on the job: Chloe of Randall’s Jewelry in Oakland Park, Florida

This adorable little pup is Chloe. Chloe has been on the job at Randall’s Jewelry in Oakland Park, Florida every day of her 8 years. The only exception is Saturdays when she likes to stay home and watch her favorite show, Animal Planet! “She is a very important part of our team in every way,” says h...

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Furry friends on the job: Dax Shepard - International Gemological Institute (IGI)

11 DAYS AGO
Furry friends on the job: Dax Shepard - International Gemological Institute (IGI)

This big ole dog is Dax Shepard (his legal name is Vom Eichen Antrieb). Dax, who turned 4 years-old earlier this week, is the furry friend of International Gemological Institute (IGI) President/Chief Executive Officer Jerry Ehrenwald. I’d say the 100 lb black German Shepard would be quite effective ...

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The Marketing Minute: Trend Spotting

3 MONTHS 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

3 MONTHS 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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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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