Articles and News
Brand News: Uneek’s Custom Videos For Jewelers; Christopher Taps O’Connor As CMO; More January 17, 2018 (0 comments)
Uneek Offers Centurion Retailers Interested Co-Branded Digital Marketing Assets for Custom Orders
Los Angeles, CA—Uneek Jewelry announces a new marketing value-add for Centurion retailers who want to offer custom jobs: co-branded videos for the retailer to present to the consumer and to use in their digital and/or social media marketing efforts, or in their in-store TVs.
Centurion retailers who open a custom or special orders account with Uneek at the upcoming Scottsdale show will only have to “send us a custom job, send us the center stone, send us your ring boxes, and we will make a video that follows the making of the ring, from casting to completion,” says Uneek president Benjamin Javaheri.
“It’s a nice little extra touch for the consumer,” he continued, detailing one elaborate antique-inspired ring done for a customer of one of the brand’s partners in Baltimore. “When they presented the finished ring with the video to the woman, she way blown away! Most of the time they will agree for the store [and Uneek] to use the video in Facebook and YouTube, so you have another great tool to gain more special orders!”
Angelo dela Cruz, Uneek’s director of marketing, says that when the brand did trial runs over the past few months—collaborating with some premier partners like Sissy’s Log Cabin, Gunderson’s, and Texarkana’s Crocker’s Jewelers—the impact the co-branded videos had on Uneek’s social media engagement (and following) was remarkable. “It’s easy to post boilerplate photos and videos on Facebook, and then target a community where a Uneek retailer is based, and you get some action,” dela Cruz says. “But when we started doing these custom, co-branded videos, using boxes where the store’s name is conspicuous, the engagement numbers went through the roof.
“When people see the name of the store that’s familiar to them—they pass by it every day, or it’s where their parents go to, it’s where they go to—they are more likely to engage with the content. Inquires started to pour in, and there was no need for us to ask, ‘Where are you located so we can find a Uneek retailer near you?’ We just had to say, ‘Oh, yes, Crocker’s will be able to help you with that!’”
“It’s also a great way to promote appreciation among serious jewelry fans for high quality custom work,” adds Javaheri. “Pictures are well and good, but moving pictures showcase every nook and cranny of a piece, up close. They also incite inspiration in people who are dreaming up their next important piece of jewelry—a much-needed push for them to just go for it!”
Dela Cruz emphasizes the co-branding aspect, even though Uneek’s marketing team is producing the videos in their Los Angeles offices. “It will be a co-branded asset, through and through. Yes, the Uneek logo will be there, somewhere in the lower right corner, but your store’s logo or boxes will have more prominent placement. Plus, we are open to incorporating your store’s color palette, branding guidelines, et cetera. Our team takes pride in a very robust content creation strategy, from mood-board development to props sourcing, and nothing makes us happier than to let retailers in on these activities so it’s a truly collaborative approach.”
For more information, request for an appointment with the Uneek team at the Centurion 2018 shows this January 28-30. Use your Centurion Appointment Maker tool, or send an e-mail to info@uneekjewelry.com to make an appointment.
Christopher Designs Appoints Michael O’Connor As Chief Marketing Officer
New York, NY--Christopher Designs has named industry veteran Michael O’Connor as chief marketing officer. In this role, O’Connor will be responsible for the strategic planning, development, and execution of the company’s marketing, advertising, and public relations functions, as well as the development of new business and sales channels.
“We have worked with Michael many times over the years and are thrilled to have him as a part of our team,” said Christopher Slowinski, president and CEO of Christopher Designs. “His knowledge, relationships, and broad understanding of the jewelry industry combined with his experience in strategic brand building, marketing, and public relations match perfectly with our growth plans.”
Michael O'Connor
“I have had my eye on Christopher Designs for many years since it is one of the few brands that provide consumers with tangible and visible benefits that meet their desires when purchasing a diamond. The diamond cuts designed by Christopher Slowinski are brighter, whiter, and larger in silhouette than their standard counterparts, added O’Connor. “I’m thrilled to have the opportunity to grow and shape the company and share that story.”
O’Connor, well-known TV personality in addition to his industry pedigree, has experience spanning more than three decades in the jewelry industry. For the past eight years, he has been president of Style & Substance Inc., working with such brands as Platinum Guild International, The Couture Show, Baume & Mercier, and Rio Tinto Diamonds to name a few. Prior to that, he served as senior vice president of Platinum Guild International USA where he headed up strategic development and marketing, advertising, and public relations programming. He also has held executive positions with Goldstein Communications and Frederick Goldman Inc.
O’Connor began his career in jewelry sales and jewelry design, having designed for mulitple world-class brands including the DeBeers “past, present, future” concept collection, and has also had years of experience as a red carpet celebrity jewelry stylist and TV commentator on the subject of jewelry, including hosting his own program on Reelz channel.
Stuller, Inc. Releases New Bridal, Diamond and Gemstone Catalogs
Lafayette, LA—Stuller announces the joint release of its latest bridal jewelry and diamonds and gemstones catalogs. “Our logic is simple: every stone needs a setting and every setting needs a stone,” says Ashley Brown, executive director of marketing. “It just makes sense to release these two books together as they can go hand-in-hand at the sales counter.”
The Bridal 2018-2019 catalog is the brand’s most comprehensive to date, says Maren Rosen, vice president of merchandising. “This catalog helps jewelers keep up with major bridal trends, including the growing demand for custom design. It includes our largest offering of flexible 3C designs, which are styles that are easily customized on Stuller.com.”
Additional features for Bridal 2018-2019 include:
- More than 40% new product marked with a NEW badge for easy identification.
- New section for Shanks and Settings.
- New Ring Enhancers section with wraps, guards, and contour bands.
- More styles shown in rose and yellow gold.
Meanwhile, Stanley Zale, vice president of diamonds and gemstones, says of the Diamonds and Gemstones 2018-2019 catalog, “Jewelers can find an assortment of new product along with design inspiration and additional sales tools. We’re proud to offer our customers one of the largest selections of diamonds and gemstones in the industry.”
Diamonds and Gemstones 2018-2019 features include:
- New shapes, cuts, and sizes indicated with a NEW badge.
- A color index for choosing stones by color.
- Inspirational customer-designed pieces.
- Stuller’s helpful services grouped together on pages 182-184.
- Gemstone facts you can share with customers.
Learn more at Stuller.com/bridalcatalog or Stuller.com/gemstonescatalog.
BIG, Profit Soup Team Up To Provide Jewelers Benchmark Financial Platform
Seattle, WA—Profit Soup, a provider of financial benchmarking and education services, announces the launch of Jeweler’s Benchmark, a confidential online financial benchmarking platform for the retail jewelry industry. The new service offers an easy fast way to get up-to- date insights on financial trends for retail jewelers.
Buyer’s Intelligence Group (BIG) has teamed up with Profit Soup as its exclusive marketing partner for the new service.
“The decision to collaborate with Barbara Nuss and Profit Soup to spread the word about Jeweler’s Benchmark was an easy one,” said BIG CEO Abe Sherman. “Our companies share a common mission to help clients improve profit and cash flow. We’re both driven to empower people to make brilliant business decisions by understanding the story their data tells them. BIG focuses on the merchandising side, and Profit Soup focuses on financial statements. It takes both to see the big picture. Retailers who know their numbers and have a sound regimen for financial reviews outperform those who don’t.”
Jeweler’s Benchmark gives owners and decision-makers a confidential resource for assessing their sales, costs, profits, and cash flow. The online portal allows subscribing jewelers to quickly upload monthly figures and instantly see dashboards comparing their recent performance to industry averages. Gross margin, labor costs, advertising, occupancy, GMROI, and inventory turns are just a few of the metrics users can graphically trend and compare.
Nuss, who provides similar programs for Leading Jewelers Guild and has spoken at both the IJO and RJO shows in 2017, says she developed the program in response to jeweler requests after Jewelers of America discontinued its benchmarking program. (Editor’s note: JA’s program is on hold but not discontinued, says Susan Thea Posnock, JA director of public affairs and education. JA is seeking ways to make it easier for retailers to participate and boost participation.)
A special grand opening pricing of $150 per month for the first store (25% off the suggested retail price for the service) is available for jewelers who sign up before April 15. To learn more, call Barbara Nuss at Profit Soup, (206) 282-3888 or watch a video at www.jewelersbenchmark.com.