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Ellen Articles Tag

Rubber? Meet Road.

By Ellen Fruchtman, President   Hear me out. Whenever I speak to a new prospect (or even existing clients), I always ask what’s their point of differentiation. Let’s face it. Unless you are carrying a brand no one else has in your city and is specifically being sought out, you all carry much of the same. Don’t take...

Time For Cuts?

By Ellen Fruchtman, President I know. We’re not talking about it. We’re in one. We’re not in one. I’m not sure what you believe, but I have yet to find a person who doesn’t feel the pinch. We can beat around the bush and hear any explanation, but the “R” word is looming and we need to...

Midterm Mania

With media spending already in excess of $2.1 billion, you might need to be prepared this fall. Ad Age Campaign Ad Scorecard just completed an analysis showing spending levels currently just over $2.1 billion prior to the November midterm elections. Yes, billion, with U.S. Senate races leading the charge. This includes spending in TV, radio, and tracked...

Christmas In July

By Ellen Fruchtman This isn’t an article about creating an over-used promotion in July, but rather a notification to everyone who thinks July is way too early to be prepping for your holiday marketing plans. July you say? Yes, July. First and foremost, the summer isn’t a crazy busy time for fine jewelry. Your staff is not...

Are you better?

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...

The Customer Journey

By Ellen Fruchtman, President Let’s take a trip. Not a real trip in the true sense of the word. It’s more of a journey. A customer’s journey. It’s a long and winding road. All you have to do is think about your own purchasing decisions. The journey you take when you are considering making a large purchase...

We’re growing!

We are excited to announce Erin Cole as the newest member of our digital team! Erin comes to Fruchtman with extensive social marketing experience, having worked in digital marketing and social media management for a number of different industries for 6+ years. She graduated with a Master’s Degree in Organizational Management from Misericordia University and Bachelor's Degree...

Fearful or Foolish?

By Ellen Fruchtman, President I just completed a 3-day stint at the Centurion Jewelry Show. One of the first speakers was Milton Pedraza, CEO of the Luxury Institute who proceeded to talk about too many items to mention, but one brief subject matter became the impetus for this article: Fear. The fear of doing something different. The...

Success Strategies for 2022

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,...

Enjoy The Ride

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...