Building a jewelry brand – What NOT to do.

Jewelry branding seems to be a hot topic for some reason. I feel its mostly due to economic conditions and the slowing of sales. Therefore I took some time to make some suggestions and tips for those who are in the industry at a small to medium level.

Here are the recommendations. I certainly hope they provide some insight to those who are in the industry.

POST 1:

Building a jewelry brand – What NOT to do.

We have ample experience in developing brands and especially those brands that represent premium products. ahemm..JEWELRY.

What we have found is that you must marry your line with a story. Tell the story of your brand and how it came to be. Express the joy your consumer experiences while wearing your jewelry. You see where I am going here? It’s not just about a “cool looking” piece. It must have more than that to decrease price sensitivity and improve customer loyalty.

• Do NOT tout aspects of the brand that degrade its quality.
• Do NOT skimp on your web site. Keep in mind that your site is a positioning tool and those who seek your jewelry and find it online will have an opinion of your product based on the presentation layer of your site. If your site looks like crap, odds are your product is crap (in the minds of the consumer).
• Do NOT ignore current customers. They have already bought so they are likely to buy again. Be sure to reach out to them frequently.
• Do Not expect an ad in a magazine or similar outlet to explode your line. It simply doesn’t work that way. You will get some sales, but nothing to retire with.

More to come as I think of it. Best of luck to all of you.

POST 2: (Follow Up to Post 1)

More Tips on Branding a Jewelry Line

I certainly didn’t expect such a great response from my last post so I figured I would send out some more tips. Here you go:

1. An ounce of silver is an ounce of silver. BUT, your job is to take that ounce of silver and turn it into a story. Selling a silver ring for $500 that has about $10 worth of silver is very doable, but you must do it with care or you will never be positioned for premium pricing. You must accompany your jewelry with other touch points that speak a language of quality.
2. Someone responded to my last tips with this:
   “You leave out the most important part, how to attract customers to your product/brand/site ”

   This isn’t correct and don’t follow those who think that traffic is king. Yes, bringing visitors to your site is very important. BUT, this is step two. I can’t tell you how many business we deal with who listen to a comment like this and attempt to take a crappy “story” to market. They think more traffic will make them successful. Anyone care about conversions? I would rather bring 10 people to a site and convert 8, versus 100 people and convert 2. Get the point?

3. Social Media can work, but you must have a solid plan of attack for all forms of advertising including Social Media. Don’t think you are going to see huge gains by simply chatting with people. Your content must be more engaging than that. Also, keep in mind that Social Media does COST. It’s called TIME and it is irreplaceable and unavoidable.

Branding & Marketing Link Dump

Articles you need to read

More Scent Stuff. Scent marketing is very misunderstood and something small business owners should consider in their retail space:
http://www.brandingstrategyinsider.com/2009/02/scent-marketing-success-step-9-of-10-.html

Luxury brands have some work to do in order to maintain value and brand equity when the economy comes back:
http://www.brandingstrategyinsider.com/2009/02/the-end-of-brands-as-we-know-them.html

Great input from Seth Godin on the Get Rich approach many are taking online:
http://sethgodin.typepad.com/seths_blog/2009/02/get-rich-quick.html

If your email marketing is not up to par you really need to read this:
http://www.marketingvox.com/email-increases-likelihood-to-buy-by-50-043281/

TOP OF MIND!