(LOS ANGELES) - Leading Jewelers Guild (LJG) members had a dizzying number of options for marketing in the fall of 2009, from inexpensive group run catalogs and promotions to fully customized projects.
Standard group run catalogs featured an overall emphasis on fashion and female self-purchase highlighted by co-branding with Kathy Ireland Jewelry.“Kathy Ireland and her team have been active partners in getting our message out,” said Buyers’ Committee chair Amy Sachnoff (Greenberg’s Jewelers,
Standard catalogs offer members an assortment of tested merchandise selected for gross profit and turn. The core assortment features the group’s own bridal brands, Love Story® and The Two Hearts® Collection and Imperial Kristall™ plus a core selection in a number of categories. Members chose from 7 low-cost standard catalog versions.
Custom catalog pages allow Guild members to insert brands in the catalogs, such as Pandora, Chamilia, etc. as well as including information about special store services, family ownership, etc.
“Pandora has been amazing for us,” said member Don Sanborn (Sanborn’s Jewelers,
Graphics are created by the Guild’s state-of-the-art content creation studio. “Today we create content for many different media,” said Leading Jewelers Guild Production Manager, Kathy Ogier. “Once a catalog page, or any message, is finalized, it can be ‘published’ in print, on the web, on billboards and in-store signage and e-mail blasts almost simultaneously. We’re constantly adding new options and new ways to get the message out!”
“For years we’ve been known for 5¢ to 15¢ group run color catalogs,” said James “Jimmy” West, LJG Executive Director. “Today the majority of our work is highly customized for the individual jeweler. This fall we produced our first ‘ultra luxury’ books on 120# paper with extra-heavy covers; next year we’ll probably do something completely new!”
Leading Jewelers Guild, Inc. members now enjoy 24/7 access to the group’s Intranet, which includes a robust online image library, including web-friendly descriptions of all program merchandise, including the Love Story® line. Members with database-driven e-commerce sites use this facility to quickly and easily update their merchandise selection. In addition, there is a multitude of proprietary information available.
Leading Jewelers Guild, an organization completely owned by its member jewelers, through its strategic relationships and collective buying power, offers their retail membership the opportunity to lower overall operating costs and increase buying power in a strong, relationship driven environment. A full service merchandising and strategic planning operation, Leading Jewelers Guild is an invaluable marketing, web development, catalogue production and advertising resource dedicated to the overall business needs of their member companies.
For more information contact James “Jimmy” West at 310-820-3386.
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