Jewelers to Roll Out New Marketing Programs

With the economic outlook improving, consumers may be in the mood to buy jewelry in 2012. Last year, consumers exhibited a clear preference for specific types of jewelry. This year, jewelers are sure to be promoting those items and they’ll be advertising other services to consumers as well.

Writing for JCK Online, Rob Bates notes that the following jewelry is now popular with consumers:

  •  Silver: This metal is more affordable than gold these days.
  •  Gems: Diamonds, colored diamonds and colored stone engagement rings are all enjoying long-​term popularity.
  • Pearls: These items haven’t been fashionable for a while but some experts believe that pearls are about to come into fashion.
  • Beads/​Charms: This fad has lasted for a while and some jewelers believe demand will extend through 2012.

Jewelers will be advertising new products but they’ll be making some changes.  For example, some retailers will reduced the number of vendors they carry. This shift may mean that they’ll have less co-​op money available to support advertising. One the other hand, jewelers will be advertising in a whole new way to consumers. Instead of buying gems from suppliers, they’ll be advertising their buying services to consumers. Shoppers who want a little extra cash can now sell Granny’s old gem-​laden brooch to a local jeweler. In many cases, jewelers are using the heirloom gems to craft new custom pieces.

And, in case shoppers are tired of trekking to the store and want a  more personalized experience than they can find online, some jewelers are beginning to bring displays to private home parties.

All of these changes in the industry are sure to bring about updates in related ad campaigns.

[Source: Bates, Rob. Top 10 Jewelry Retail Trends. Jckonline​.com. 21 Dec. 2011. Web. 5 Jan. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.