By Ashley Bowen, Account Coordinator Fruchtman Marketing is pleased to announce we’ll be assisting Valentine Jewels with the launch of their newest fine jewelry brand extension, Clarté! The work will be centered around the goal of developing a relationship with retail jewelers. We’ll be focusing on branding and campaign development, as well as developing supporting assets for...
By Angie Ash, Executive Vice President We see it all too often. Retail jewelers getting hung up on the brands they carry. And we get it, especially if they offer a generous co-op program. Of course, you want to utilize those dollars when it makes sense. However, keep this in mind. The vast majority of jewelry brands...
by Angie Ash, Executive Vice President Owning Bridal. Many jewelers want to claim it in their market. And, yes, every jeweler should desire to have a certain percentage of the bridal business. After all, it’s usually the first major jewelry purchase in a couple’s lives together, and a starting point for a jeweler to build future business....
For many, many years, jewelers bought into the philosophy of supporting bridal brands. They invested LOTS of buy-in dollars in carrying these brands. They heavily promoted the brands by tagging the designer line’s television spots, using their provided radio scripts, hosting trunk shows featuring the brands, and tagging the brand’s national print ad in Brides magazine...
It’s the thing every retailer needs to do. Somewhere along the line, you need to convince your prospective customer they should try your brand. To do that, you have to understand the very basic principal of why people make a decision to buy from you versus anyone else. Beyond the price-shopper (and today you do need...
Imagine National Exposure Congratulations are in order for Fruchtman client Imagine Bridal. A leading manufacturer of bridal jewelry, they were recently featured in an article on the popular About.com, a major American publisher of online content. Imagine Bridal was highlighted on the website’s fashion page, in an article titled “Twenty-five Must See Engagement Rings For Any Budget.” You can...
For many, many years, jewelers have bought into the philosophy of supporting bridal brands. They invested LOTS of buy-in dollars in carrying these brands. They heavily promoted the brands by tagging the designer line’s television spots. They used the brand's provided radio scripts, hosted the designer brand's trunk shows, and tagged the brand’s national print ad...
If you could create a perfume for your store, what would it smell like? The behemoth brand with their signature color box is getting on board and has announced they’ll be launching fine fragrances as an extension of their brand, through an agreement with Coty. The fragrances will be sold at luxury retailers and Tiffany stores. They...
You have to admit, there are many times life imitates art. Take the movie, Network (1976). Written by Paddy Chayefski, the film was considered "culturally, historically, or aesthetically significant" by the Library of Congress. If you haven't seen it (I'm assuming there are some younger people out there reading this), you really must. It is as...
After a fantastic run at JCK Las Vegas, the experts from Fruchtman Marketing have packed their bags and are heading home. We wanted to thank our friends, our clients, and our soon-to-be clients for stopping by and chatting. We enjoyed your visit, and we can’t wait to get back to doing what we do best – making...