ColumnistsApr 23, 2024
The Smart Lab: Advanced Email Marketing Strategies for Mother’s DayEmmanuel Raheb recommends digging into demographic data, customizing your store’s communications, and retargeting ahead of May 12.
Events & AwardsJan 18, 2015
How jewelers can keep it simple, tell a story
During her keynote address at the JA NY Winter show, MSNBC host JJ Ramberg spoke of the need for retailers to simplify their businesses and explain the “why” behind their stores.
“It’s going to take a lot of time, it’s going to take a lot of tests and it’s going to take a lot of talking to your customers,” JJ Ramberg said of developing the story behind a store.
New York--The JA New York Winter show opened Sunday with a trio of screaming children.
Don’t worry; they weren’t lost.
The children are the two sons and one daughter of JJ Ramberg, an entrepreneur and host of Your Business on MSNBC. She delivered the keynote address as the show opened on Sunday morning, starting her presentation with a home video of her three young children, all in an unhappy state.
In addition to engaging the audience, Ramberg’s video made a point: Whether it’s children, other family obligations or something else, entrepreneurs lives are busy. They need to make running their businesses as simple as possible, to “uncomplicate” them.
“We are not just running our businesses,” she said. “We are running our lives.”
She talked about a Your Business makeover episode that profiled the Monterey Bay Silver Co. in California.
The problems they found likely will sound familiar to many jewelers: the company had too many stores, too much cash tied up in inventory that wasn’t moving, and didn’t have any kind of point-of-sale system so they had no idea what was popular among customers and what wasn’t.
Your Business gave the store one of its makeovers, which are similar to what chef Gordon Ramsey does on his show Kitchen Nightmares, where he and his crew overhaul ailing restaurants.
They consolidated the business from four locations into one and had a design company overhaul the interior. They got the jewelry store a POS system and recommended that the store employee tucked away in a tiny room in the back re-stringing pearls, a service heavily marketed by the store, be brought up front so customers can watch her at work.
These changes simplified the business, helping the store and its owners. “What we do,” Ramberg said, “is not brain surgery.”
During her presentation, Ramberg also told of the need for retailers today to have a story behind their store--a “why” explaining their reason for being in business--and to make it an experience, not just a place to shop.
A store’s story could be anything: that they are a third-generation jeweler that’s been in the same spot for decades; that they are a store that is committed to ethical sourcing and fair trade products; or that they are a store that’s extremely fashion-forward and on top of all the trends.
Whatever that story is, it has to be
told the same across all platforms--in the store and its merchandise mix, on the website and across social media. And, Ramberg noted, it has to be understood and expressed by all employees.
Examples she provided of companies with a good why, a solid story, were Tattly, whose mission can be read here, and the aptly named Story, a Manhattan store where the owner changes out the theme every eight weeks.
“Consumers can buy things pretty much everywhere,” Ramberg told the audience. “But they want to shop at your store because it’s infused with this ‘why’.
“Your store has to really have this ‘why.’”
The JA New York Winter show continues through Tuesday at the Javits center.
Examples she provided of companies with a good why, a solid story, were Tattly, whose mission can be read here, and the aptly named Story, a Manhattan store where the owner changes out the theme every eight weeks.
“Consumers can buy things pretty much everywhere,” Ramberg told the audience. “But they want to shop at your store because it’s infused with this ‘why’.
“Your store has to really have this ‘why.’”
The JA New York Winter show continues through Tuesday at the Javits center.
More on Events & Awards
The Latest
IndependentsApr 23, 2024
Hannoush Jewelers Opens New Store in New York Located in the town of Queensbury, it features a dedicated bridal section and a Gabriel & Co. store-in-store.
SourcingApr 23, 2024
Rio Tinto’s Q1 Production Drops Amid Pause to Honor Lost Colleagues The mining company’s Diavik Diamond Mine lost four employees in a plane crash in January.
Brought to you by
The Blueprint for Success in Scalable, Personalized Jewelry RetailWith Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
SourcingApr 23, 2024
Lucapa Sells 3 Diamonds for $10.5M in First Lulo Tender of 2024A 203-carat diamond from the alluvial mine in Angola achieved the highest price.
Weekly QuizApr 19, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
GradingApr 23, 2024
GIA Has a New Book About William RuserRuser was known for his figural jewelry with freshwater pearls and for his celebrity clientele.
CollectionsApr 22, 2024
Jacquie Aiche’s New Campaign Stars Adam Levine, Behati PrinslooThe “Rebel Heart” campaign embodies rebellion, romance, and sensuality, the brand said.
Brought to you by
How Jewelers of America Represents Your BusinessFor over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
EditorsApr 22, 2024
The 22 Best Quotes from AGS Conclave 2024 Editor-in-Chief Michelle Graff shares the standout moments from the education sessions she attended in Austin last week.
SourcingApr 22, 2024
Virtual Diamond Boutique Rebrands as ‘VDB’The overhaul includes a new logo and enhanced digital marketplace.
MajorsApr 22, 2024
Signet Raises Nearly $9M for St. Jude Children’s Research HospitalThe money will go toward supporting ongoing research and aftercare programs for childhood cancer survivors.
CollectionsApr 19, 2024
Piece of the Week: Retrouvaí’s Treasure NecklaceA new addition to the “Heirloom” collection, this one-of-a-kind piece features 32 custom-cut gemstones.
CrimeApr 19, 2024
Grand Jury to Hear Case Against Jeweler Charged in Fatal Shove Following IJO ShowLast month in Dallas, David Walton pushed another jeweler, David Ettinger, who later died.
MajorsApr 19, 2024
Unique Designs Acquires China PearlThe move will allow the manufacturing company to offer a more “diverse and comprehensive” range of products.
GradingApr 19, 2024
AGS Ideal Report Now Available in Printed FormFrom now through mid-May, GIA will be offering the reports at a 50 percent discount.
SourcingApr 18, 2024
Diamond Trade Remains Cautious Amid Economic UncertaintyDe Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
Supplier BulletinApr 18, 2024
Discover History’s Hidden Gems at the Las Vegas Antique Jewelry & Watch ShowSponsored by the Las Vegas Antique Jewelry & Watch Show
WatchesApr 18, 2024
Watch E-tailer Collectability Hires Kelly YochThe Patek Philippe expert will serve as personal curator for the brand-focused company.
WatchesApr 18, 2024
TAG Heuer Opens Its Largest Standalone Boutique at SeaThe 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
Policies & IssuesApr 17, 2024
NDC Prevails in U.K. Case Over Lab-Grown Diamond AdvertisingNDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
FinancialsApr 17, 2024
LVMH’s Q1 Jewelry Sales Fall 5%LVMH said the company performed well despite an uncertain geopolitical and economic environment.
MajorsApr 17, 2024
Stuller’s B&D Opens New HeadquartersB&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
CollectionsApr 16, 2024
Akaila Reid Launches ‘Eat Cake’ CollectionIt’s ultra-feminine and filled with gold, pearls, and soft pastels.
MajorsApr 16, 2024
Loudr Adds 2 DirectorsEmily Highet Morgan and Emily Bennett have joined the agency’s team.
MajorsApr 16, 2024
Stuller Releases First Lab-Grown Diamond Jewelry CatalogIts updated book for mountings is also now available.
SourcingApr 16, 2024
Karen Rentmeesters Takes Over as Interim CEO of AWDCShe has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
TechnologyApr 15, 2024
Judge Rules Jeweler’s Lawsuit Against PNC Bank Can Move ForwardJoyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
