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Fruchtman Marketing has worked with many of the finest retailers, manufacturers, designers, importers, vendors, and trade organizations in the jewelry industry. Are you ready?
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The Most Important Audit You Can Do

by Shane O’Neill, VP Retailers often review various aspects of their business. Whether it’s their website, POS software, accounting, etc. Yet, few ever audit their most important asset; their brand.  Auditing your brand is important because it allows your business to adapt and adjust to the changing times, and times are changing more than ever. The fact is,...

Three Consumer-Based Goals for the Jewelry Industry

by Angie Ash, EVP I have been working within the fine jewelry industry now for over 25 years. That’s a lot of time to ponder the intricacies of the business-consumer connection and what retail jewelers can do better!  While the industry as a whole is making strides, (adopting service technology such as Podium is one example), work still...

Could Google Be Making A Virtual Window Into Your Store?

by Charles Pobee-Mensah, Director of Digital Marketing As tech companies busily move forward with figuring out how to create the next generation of technology, we slowly start to get a glimpse of how things might change for the world of retail jewelry. During a recent conference, Google gave us a little preview of something that could change...

TikTok or NOT.

by Shane O’Neill, Vice President There’s a new shiny penny in the social media marketing world and it’s called TikTok. Everyone is talking about how you should add it to your marketing mix, but should you? Sure, TikTok is fun and cool, but is it the right audience at the right time for a retail jeweler? Before...

A Cookieless Future

by Angie Ash, EVP I have to be honest. When Google announced that it wasn’t going to replace cookies in Chrome with any new proposed personal identifiers, I was neither surprised nor upset. If you’re reading this and not entirely sure what cookies are, you should be soon. That’s because when you visit a website, any tracking...

Is Apple Hurting Your Facebook Advertising?

by Charles Pobee-Mensah, Director of Digital Marketing Mom and Dad are fighting. And we're all caught in the middle. In this case, Mom and Dad are two tech giants, Apple and Facebook. And at this point, we're still not sure if the collateral damage will be like Hong Kong after the Godzilla vs. Kong battle. Let's take a...

Visionaries Wanted.

by Ellen Fruchtman, President The road is winding when it comes to business. Sometimes uphill. Sometimes downhill. And, everything in-between. We’re reading article after article about how businesses weathered the COVID storm and how those that thrived made the necessary adjustments. Necessity is the mother of invention. But, what if we weren’t always driven by necessity and...

Things That Make You Go “Hmmm?…”

by Angie Ash, EVP Jewelry campaigns typically involve some storytelling. And some campaigns are clever and make sense, like romancing three-stone rings into a past/present/future ring. Or making that pendant of swirling diamonds not just be a nice design, but a “journey”. Other things are a bit more far-fetched, or just plain crazy. We’ve seen it all...