Jewelry Marketing 101
- Jeweler Nola Jane Smodic connects with customers at a preview event at the Frist Center for the Visual Arts gift shop in Nashville. Credit: Emilie Strom.
A woman walks into your gallery, spies a lovely piece of handcrafted jewelry and plunks down her credit card without even so much as asking the price.
Sound a little too easy? In this economy, it probably is. The reality is that when times are tough, jewelry retailers must market like never before—rethinking old strategies and using new tools. We talked to savvy gallery owners to find out what’s moving jewelry off the shelves and into the hands of happy customers.
“We treat jewelry as art,” explains Ellen Jones Pryor, director of communications and manager of the gift shop at Nashville’s Frist Center for the Visual Arts. “And we believe everybody needs art. Jewelry is not expendable; it’s a durable good that will last a lifetime, and then be passed down as if it were a fine painting or a magnificent piece of sculpture. We take that sensibility to the floor.”
For more of “Jewelry Marketing 101” pick up a copy of the Spring 2010 NICHE magazine.