A still from Tacori’s first “seasonal story” ad campaign, which is designed for use on Facebook and Instagram as well as for online advertising. Tacori said it now will be providing fresh, season-related imagery to its retailers for digital and social use every three months.
Las Vegas--The importance of story-telling and transparency were two of the major themes that emerged at this year’s jewelry trade shows, with blockchain—which is being tested in the jewelry industry to trace jewelry from mine to market—at the center of many discussions (though probably not as many as lab-grown diamonds).
Both were on display at the Tacori booth, where the brand opened a portion of their ballroom at JCK Las Vegas to the public for the first time, brought its California Design Studio to JCK, put pictures of designers who are normally behind the bench front and center, and introduced a new plan for marketing that is digitally focused.
“It’s not enough to have beautiful jewelry anymore,” observed Sherry Park, the company’s media and communications manager. “People want to know the story.”
For marketing, the California-based jewelry brand is shifting from campaigns that run for two to three years to what it is terming “seasonal stories,” digital and social content that is refreshed every three months and is seasonally appropriate, meaning it fits with the weather, holidays, etc. Each campaign will feature new models, influencers or celebrities.
Gone are the days where brands and companies can shoot an ad campaign and run it for years, Park said; consumers today have “image fatigue” because of how much media they consume on a daily basis.
What Tacori had on display in its ballroom at the JCK Las Vegas jewelry trade show was the first “seasonal story,” which, of course, was shot with summer in mind.
The first seasonal story was just released on Tacori.com, across social media and on other digital properties, and retailers are advised to use them on the same platforms.
Also at the jewelry trade show, Tacori introduced The Coastal Crescent collection, which includes the brand’s first rings in 14-karat gold; the CrescentChandelier, a new engagement ring collection designed to make the center stone look bigger; the Horizon Shine collection, comprising rings with east-west set gemstones and for which Tacori used labradorite and sea-green chalcedony for the first time; diamond studs with convertible jackets; and the charity-focused Shine Together bracelet.
Thirty percent of proceeds from the sale of this bracelet benefit Shine Together, the organization started by Leah Busque, the founder of TaskRabbit and Jamie Viggiano, TaskRabbit’s former VP of marketing, that focuses on shining a light on the accomplishments of women.
