By Ellen Fruchtman How do I gain market share? How do I increase referrals? How do I increase sales? How do I become like (fill in the blank jeweler)? How many times have you asked one, if not all of these questions, at some point in your business life? When all you really need to do is look inward...
By Angie Ash, Executive Vice President We’re wrapping up our client planning calls and, as always, we’ve had some truly interesting conversations with our retail jewelers. This year, a lot of chatter was on the topic of lab-grown diamonds. Just a few years ago, LGDs were the new kids on the block at JCK at the Pure...
By Ashley Bowen, Senior Account Coordinator Fruchtman Marketing recently made two additions to our team, and we’re thrilled to have them with us! Loran Ramm joins the team as an Account Coordinator. She is a graduate of Bowling Green State University with a bachelor’s degree in Creative Writing and Film Studies. Loran enjoys marketing and has a background...
By Ellen Fruchtman, President If we have learned anything over the course of the last few years, it is our ability to pivot and look straight in the eye of adversity. Now it’s 2022. And, in some ways, the news is the same, and perhaps life in 2019 will never be achieved again. All that being said,...
By Angie Ash, Executive Vice President The starting gun to the holiday shopping frenzy has blasted and, as retail jewelers, you know the coming weeks are going to be a sprint to Christmas. Once you’ve reached the finish line, nobody will want a very large glass of wine and fuzzy slippers more than you. But, before you’re...
By Ellen Fruchtman, President We set some high bars this holiday season and all expectations indicate it’s going to be a good one (again) for the world of fine jewelry. Short-term gains should always be leading to long-term strategies. So even though your eye is on the immediate prize, 2022 is just around the corner and the...
By Ellen Fruchtman, President Have you heard about the best way to build your brand? It’s through salience. The word by itself according to the Oxford Dictionary means “the quality of being particularly noticeable or important; prominence”. In marketing, it has everything to do with becoming top of mind when the consumer is making (or considering) a...
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...
by Ellen Fruchtman, President Interested in a customer loyalty program? Recent research conducted by a company called Yotpo concluded that 68% of their respondents said they would join a loyalty program for brands they like. Yes, running a loyalty program means you will have to give away something, be it discounts, early access to events, sales, and...
A Fruchtman Marketing Podcast
Social and digital marketing has changed more than just how retail jewelers market themselves, it’s changed how we communicate. So, why then are so many salespeople still selling the way they always have?