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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by Ellen Fruchtman, President This is not an article about digital. Stay with me. There are other things to talk about in the world of marketing. Because even digital can’t take the place of little things. The little things retailers forget to do. And the little things that count. Because the little things matter. And, today, more...
by Angie Ash, Executive Vice President Marketing Campaigns are like Ice Cream Flavors. At Fruchtman, we’re in the midst of testing out the capabilities our project management software offers. We decided one of the tests should be fun, because who really looks forward to testing out software capabilities, right? Someone on our team threw out the idea of...
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...
by Ellen Fruchtman, President Everyone wants to win the bridal game. But, like any game, you can’t be considered a contender unless you understand the rules. And, understanding the rules means it starts with understanding the buyer. And, that all leads back to one tactic you simply can’t overlook: research. Research on the Millennial market is plentiful online,...
by Angie Ash, Executive Vice President Ah, summer. The season of barbecues, lazy weekend days at the pool or beach, vacations and lemonade stands. Depending on your sales history, it can also mean a generally slower time of year for your business. Take advantage of the extra time you may have on your hands to start planning...
by Ellen Fruchtman, President While so much has changed in the advertising world with the foray into digital, it’s important to note that some rules of advertising remain the differentiator of what makes one business successful versus another. Like it or not, advertising is still the great influencer and persuader. And, if it didn’t work, US companies...
by Shane O'Neill, Vice President Let’s be honest. Today’s jewelry market is hyper-competitive. The rise of digital marketing and the proliferation of mobile devices has completely changed how the consumer shops. It has also presented numerous new ways to reach and connect with potential customers. The result is the continued fragmentation of marketing channels and confusion as...
by Angie Ash, Executive Vice President Flabbergasted. That was me at JCK when retailer after retailer we met with said they don’t use a door counter. Or the answer was, “Oh, yeah. We have one, but we haven’t been keeping track.” “I guess we should look into that again.” I am honestly shocked at how many retailers...
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”...