Launch · Marketing

Any out of the box launching ideas relating to Jewelry showroom launch?


June 24th, 2019

Will be inaugurating a new venture soon, need quick advice in order to create viral local marketing.

Paul Garcia marketing exec & business advisor

June 24th, 2019

I happen to be friends with the owner of Intergem, the national expo of jewelry shows with 90 jewelry shows around the country per year. Jewelry is a strange business. Like other luxuries, you really need to have a story that makes you stand out. You can't simply have pretty things and expect people to shop with you. What makes your store unique is going to be your attractor. And your market may not be hyper-local as you expect. Shopping for jewelry in-person has sharply declined over the past 10 years, so much so that it's frightening to jewelers everywhere.

What have you learned by visiting all the other jewelers in your area? What do the jewelry counters at local departments teach you? What are the people who live in your area wearing? How often are they purchasing? Do they drive out of the area to shop, shop online, or have a favorite local store? What do they say they cannot find where they shop now?

Viral marketing cannot be predicted/planned. You can prepare your best attempts, but it will NOT go viral unless you are lucky. So if that's all your counting on, forget it. Luxury advertising budgets are a larger percentage of revenue than other goods. You can't advertise cheaply or people will not believe you are actually a luxury product. There's nothing about jewelry that's a necessity, so you have to be exceptionally persuasive. Persuasion requires three elements, 1) personal benefit, 2) dramatic difference, and 3) reason to believe.

People spend a tremendous share of their jewelry dollars online now because the selection is massive, and without showroom costs, less costly to the seller. These days about 75% of jewelry sales occur online, so why would you choose a showroom?

It sounds like there's a lot of research you haven't done. Here are some general statistics available to you.

There's a lot more about retail jewelry to learn, but I would not be choosing a physical showroom these days without a VERY compelling reason to go that avenue.

Dan Rumney Engineer, architect and CTO

June 24th, 2019

Can you provide any information? Like locale? Target market? Budget? Timeline?

John Hrzic Growth Marketer, Entrepreneur, Advisor, Seeking investor & partner/co-founder for SaaS project

June 26th, 2019

There are a lot more local marketing tools/platforms that can be used for hyper local marketing. I do agree with Paul in terms of the % of sales that take place online. Evan jewelry store chains like Kay Jewelers sell more jewelry online than they do in the 900+ stores they have.