Marketing Ideas Part 4: Tips to Help You Get Ready for Reopening | Read Now!
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For One Diamantaire, The Future Looks Bright

by Ellen Fruchtman, President Hasenfeld-Stein, one of the industry's most respected Diamantaires, has hired Fruchtman Marketing to be their Agency of Record. The company who is well-known for their patented FireMark Princess® and FireMark Cushion® cut diamonds will be developing several initiatives including a new website and robust retailer marketing materials to further support their retail partners. Hasenfeld-Stein...

Marketing to Generations

Marketing to Generations

by Ellen Fruchtman, President In an article which appeared on, October 20, 2017, titled "The Definitive Guide to Generational Marketing", author Cara Sappini revealed some interesting data and observations. We all know generations have different shopping habits, and how many times can you read about Millennials wanting the “experience”? Here’s what marketers have to say about...

marketing priorities

Marketing Priorities for 2018

by Ellen Fruchtman, President We’ve all read about the closures this past year and there are retailers who are facing some real problems in 2018. Stores like Sears, Bon-Ton, Toys R’ Us and Michael Kors to name a few. And, no doubt, there will be more closures in the retail jewelry business as well. But, all is...

opportunity knocks

Opportunity Knocks

It’s November 14. I bet you thought this article would be about “holiday opportunities”. It’s not. Why? Because it’s November 14. If you haven’t figured out your game plan by now, you’ve blown this holiday season. This article is about the opportunities that lie ahead in 2018. Although it’s hard to see the forest for the trees,...



By now you would have to be living under a rock if you weren’t aware of the Harvey Weinstein scandal and the famous hashtag which continues to gain traction. Hollywood has gotten the attention of what permeates several workplaces even to this day. It ran rampant, as many women will attest to (including me) when I...

Don’t Sell.

Got your attention? Who tells a retailer not to sell? We do. And, statistics are backing that recommendation up. Of course, don’t take that so literally. If someone walks in your door, of course, you want to sell them something. Better than that, you want them to walk out the door with a piece of jewelry...

They Like Me

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...

When the Going Gets Tough

One of the greatest commercials was released on June 27th from sports drink giant, Gatorade. It is not only a great commercial on many creative levels, it is also a metaphor for what’s going on today in our industry. The 60-second commercial features some of the greatest athletes from Michael Jordan to Peyton Manning. These illustrious...

The New Retail

Unless you’ve been hiding under a rock, it’s hard to imagine not recognizing business has changed. But, what has driven this change? Here’s the answer. There is no doubt we are seeing a shift in retail.  If you haven’t signed up for online newsletters like Retail Dive or Luxury Daily, I suggest you do. Not only because...