Jewelry Marketing 101

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.

TOP RETAILER

Hillyer House

Paige Riley, owner
Ocean Springs, Miss.
Have you reduced your inventory levels? What needs to happen before you will feel comfortable increasing your inventory levels?

Our sales decreased last October, and we immediately started decreasing inventory by approximately 10% to 15% and started reordering more frequently. Our sales have increased during some months this year, and I have increased stock accordingly.

BEST CUSTOMER NEWSLETTER

Hanson Galleries

Art and Donna Milstein, co-owners
Houston, Texas
How do this year’s sales compare to recent years’? Are you seeing a consistent decline or a slow improvement?

This year’s sales are down a single digit. We’ve experienced a slow, but consistent, decline over the last several years. We definitely believe that sending a monthly e-newsletter for the last two-and-a-half years has kept this decline to a minimum.