With more people getting their news and entertainment from online platforms, jewelry designer Chris Ploof (pictured) says his participation in a six-part YouTube series is a fun, educational, and opportune way to advertise who he is as an artist.
The founder of Chris Ploof Designs collaborated with Engagement 101 founder and producer Severine Ferrari on six short videos under the title Conversations With Chris Ploof. The first five are online now, and the Season 1 finale is scheduled to be released at the end of the month.
“I have to be honest—I’m not much of a YouTube viewer,” says Ploof, who is based in Leominster, Mass. “That said, I do recognize its popularity, so certainly being where people go to watch things seemed a good idea. But truly it was Severine’s choice to put it there, and it made sense to me.”
The videos, each under two minutes long, cover such topics as sustainability, men’s wedding bands, and “a day in the life of a jeweler.” Ploof says that being able to showcase his personality and his expertise on social media is great marketing to consumers who are looking for engagement rings or other fine jewelry.
“I’ve worked with Severine and Engagement 101 for years, and this was her brilliant idea. I didn’t really know what her plans were other than some video for promoting Chris Ploof Designs. I’ve seen many shorts she has shot at shows,” he says. “I love having visitors at the shop, and it was so great to work with her around this project. I was like, ‘Come visit.’”
Noting that this was Engagement 101’s first time working with a jeweler outside New York City for a behind-the-scenes series, Ferrari said in a statement: “I like to adapt each format to what best suits the subject. In Chris’ case, his mastery of modern metals, like Damascus steel, and mokume gane is just part of the story. He’s this incredibly passionate person who loves cooking, mountain biking, traveling, and he has deep roots in his local community.”
The Conversations With Chris Ploof series is enjoyable for viewers because it rolls from one story to the next—like a documentary series you can binge all at once. The first episode introduces Ploof and tells how he got into jewelry. The second focuses on his techniques and studio.
Ploof recommends that other jewelers consider YouTube and social media videos for marketing and advertising their businesses—especially if they’re doing something out of the ordinary.
“I love being on camera, and I’m really passionate about what I do and how I do it. This was really a dream for me,” he says. “I think telling a story is super important. We are really a one-of-a-kind, extremely authentic jewelry company.
“We make our metal from scratch. We hand-make our rings. We are high-touch, which makes for the best jewelry,” Ploof adds. “We do this using solar power and recycled precious metals. Our stainless steel is at least 70% recycled content as well. Telling the story is so important.”
(Photos courtesy of Chris Ploof)
- Subscribe to the JCK News Daily
- Subscribe to the JCK Special Report
- Follow JCK on Instagram: @jckmagazine
- Follow JCK on X: @jckmagazine
- Follow JCK on Facebook: @jckmagazine
