The announcement coincided with its full-year results, with growth driven by its jewelry brands.
Adweek: Shinola’s the ‘coolest brand in America’
After the Detroit-based watch company was featured in a segment on Jimmy Kimmel Live, the magazine explored Shinola’s rise to stardom.
New York--Adweek has dubbed Shinola as “the coolest brand in America” following the watch company’s appearance on ABC’s Jimmy Kimmel Live earlier this week.
Detroit-based Shinola, which also makes bicycles, leather bags, wallets and belts, iPhone cases and pocket knives, got an in on the show after its executives learned Kimmel had purchased a Shinola bike for his wife, Adweek writer Robert Klara said.
The 90-second plug on the show--a mock game show called “Can You Tell S#*t from Shinola?”, a reference to the phrase used in World War II about Shinola brand shoe polish--gave the brand an audience of 3 million. It can be seen here.
“Shinola has done a solid job of getting out in front of consumers since it was started up four years ago,” Klara said. “It is unusual for an accessories brand to garner so much attention, but Shinola has the kind of story that feels tailor-made for post-recession 21st century America.”
Shinola sells its watches wholesale to both independent and chain retailers and also has multiple brick-and-mortar locations in the U.S., including in Detroit, New York and Minneapolis, and last September opened its first standalone store in Europe in London’s Soho district.
In December, CEO Steven Bock told National Jeweler the company wanted to open five to six stores every year for the next several years, but were focused less on quantity and more on finding the right markets and real estate.
“Our stores are a big part of the marketing, and experientially we keep those stores activated,” Shinola Chief Marketing Officer Bridget Russo told Adweek. “We really want people to see the stores as part of the community.”
Aligning with that sentiment is Shinola’s “Say Nice Things” advertising campaign, launched early in 2014. The brand promised that for every #SayNiceThings post on social media, it would write those intentions on paper embedded with seeds that would later be planted throughout Detroit.
“We hope to play a role in seeding and growing positive sentiment--not just here in Detroit and not just online but across the globe,” the company stated.
The Latest
Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Jewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
Despite the rising prices, consumers continue to seek out the precious metal.
This little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
Though its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
Despite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
Tradeshow risks are real. Get tips to protect yourself before, during and after and gain safety and security awareness for your business.
Lilian Raji gives advice to designers on how to make the most of great publicity opportunities.
The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
Why do so many jewelers keep lines that are not selling? Peter Smith thinks the answer lies in these two behavioral principles.
The “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
The annual list recognizes young professionals making an impact in jewelry retail.
Owner David Mann is heading into retirement.
While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
Christie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
The ad aims to position platinum jewelry as ideal for everyday wear.
Retailers can customize and print the appraisal brochures from their store.
The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
The site has been down since Thursday evening, just ahead of its spring auctions.
The late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
Three fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
Kimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
As a token of womanhood, this necklace depicts when Venus was born from the sea.
The deal gives the retailer control over the distribution of Roberto Coin jewelry in the U.S., Canada, Caribbean, and Central America.
Show your mother some love with a piece of fine jewelry.