Q: How do you keep your customers up to date on the latest fashion trends?
A: “We keep our customers up to date by promoting articles found in your magazine as well as by using social media for inspiration. Our customers are visual shoppers, so when famous actors/actresses are spotted wearing a line we carry, we like to promote that any way possible, whether it be an ad in our newspaper, local magazines, or using our social media apps. An example: One of our diamond vendors just promoted on Facebook that Jennifer Lawrence was spotted wearing their necklace to the Oscars. We then turned around and promoted that article on our Facebook, Twitter, and Pinterest pages, allowing our customers to see that we carry lines that the stars wear.”
—Kate Dickens, sales associate, Herteen and Stocker Jewelers, Iowa City
“I have a weekly radio show, ‘Gemnews’ on KWAI 1080 AM in Hawaii, on Saturdays from 6 to 7 p.m. The topics cover new trends, antiques, what was seen at the award shows, and jewelry in the movies. People can call in with questions, including the latest fashion trends in the magazines. In the store, I try to show customers the latest fashions using my laptop. A lot of times, younger clients will have an image on their phone, wanting me to make or find a specific item. The younger client is beginning to get into Pinterest as well, in addition to what they see on my blog and Facebook page.”
—Brenda Reichel, owner, Carats and Karats Fine Jewelry, Honolulu
© Rita Coury
“Obviously, keeping your customers informed with what is up-and-coming is a huge part of staying relevant. For the most part, trade shows [like JCK, Tucson, AGS Conclave] seem to pay off the most for us when we are researching new styles and trends for the upcoming year. We have always believed that even if you are not buying much, just attending these events and conversing with other jewelers and vendors gives you a major leg up on stores who do not attend. Inbound marketing is also a major resource in educating our clients. Social media is a big help because we can target our current and potential customers by sharing articles and pictures of new pieces for the year. And we cannot put a price on the great relationship we have with our suppliers and independent jewelry stores all over the country. By using a business-to-business information sharing system, we are able to gauge people’s interest on new trends all over the country.”
—Byron Strickland, manager, Strickland Jewelers, Enterprise, Ala.
“We always strive to make sure the jewelry items we stock are quality pieces that are well-made and on trend. It is difficult to follow every volatile change in fashion, but we try our best to interpret significant themes that will appeal to our particular market and clientele. Pinterest, Instagram, Twitter, and Facebook allow us to promote the latest looks instantly and in ways that traditional advertising could never do. We are able to have linkable daily posts with detailed pictures and descriptions introducing customers to new styles, popular color schemes, and great new ways to wear fine jewelry. Our website is updated often and it is another terrific way to feature some of our most popular jewelry and brands. In the store, we highlight our latest pieces by creating vignettes in display cases, illustrating possible jewelry combinations, and seasonal decor in fashionable hues is strategically placed to focus the customer’s attention on the latest must-have pieces.”
—John Schrecker, owner and president, J. Schrecker Jewelry, Hopkinsville, Ky.