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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 Double-Edged Sword

By Ellen Fruchtman, President The double-edged sword rears its head every year. It dangles like a carrot. It moves otherwise brilliant business people to make marketing decisions based on reimbursements, versus the benefits of your own brand awareness. Ahhh. It’s co-op time. Typically, by the end of Q1, many larger brands who dole out the dollars (actually...

Building a Marketing Budget

By Ellen Fruchtman, President Yes, it’s the end of February, and for those planners out there, you should already have your 2019 budget finalized. But, I have a sneaky suspicion many of you are still going by the seat of your pants with zero strategies and no rhyme or reason as to what you should do and...

Age of the Cookie Cutters

By Shane O'Neill, Vice President Who cares about fine wine and nice cars? We should all be drinking two-buck-Chuck and driving a practical car, right? It would be cheaper and cloth seats are the new leather. And while we’re at it forget about the Jimmy Choo stilettos. You can match a sensible pair of shoes from Payless...

Unsubscribing to Bad Email Practices

by Angie Ash, Executive Vice President Toward the end of 2018, as I was going through my morning email, it struck me how much “junk” email I had been accumulating. Not spam, these were emails I had opted into receiving, some delusional, like the notion that someday I’ll actually win HGTV’s dream house giveaway. (Insert loud laughter...

Are you willing to share?

By Ellen Fruchtman, President Like it or not, the “share economy” is here.  In fashion, it started with online companies like Rent the Runway and Bag, Borrow and Steal.  Now there is Tulerie, a rental company that allows people to borrow fashion and accessories from one another. Think about how we share everything from rides (Uber and...