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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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Ellen Articles Tag

What To Do

What To Do.

by Ellen Fruchtman, President According to womangettingmarried.com, November and December are by far the biggest months for engagement ring sales, representing approximately 22%. With men spending an average (according to the study) of 3.5 months searching for the right ring, your engagement ring customers are about to enter (if not already there) what we call the “bridal...

Lab Grown Diamonds

Bases Loaded.

by Ellen Fruchtman, President Isn’t it ironic? On May 24, an article appears in JCK, conducted by the Harris Poll and sponsored by the Diamond Producers Association (DPA), basically concluding that consumers have “doubts” about the realness of lab-grown diamonds. A second survey reported and conducted by MVI Marketing a few weeks prior found Millennials are “intrigued”...

Change Can Be Easy

Change Is Good. And, It Can Be Easy.

by Ellen Fruchtman, President Almost 20 years ago, a book was published (September 1998), which had a profound impact on how I looked at business. The book, Who Moved My Cheese, became a topic in an article I wrote about the industry and its need to change a few years ago. At that time, there was no...

Advertising Dollars

Where Should You Spend Your Advertising Dollars?

by Ellen Fruchtman, President In 2017, something happened in the advertising world many predicted. More money was spent on Digital advertising than on Television advertising. To be factual (and according to media buying firm IPG Mediabrands), $209 billion dollars were spent worldwide in Digital versus $178 billion in TV. The predictions are by 2020, digital ads will...

Hasenfeld-Stein

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 RetailDive.com, 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,...