Sales Strategy

A. Jaffe’s Sam Sandberg Headlines Branding Podcast For Independent Jewelers March 31, 2021 (0 comments)

New York, NY—Sam Sandberg, chairman of 118-year-old A.Jaffe, will discuss successful branding for independent jewelers in the next installment of The Plumb Club’s educational podcast series. 

The Plumb Club podcasts provide strategies, knowledge, and immediately actionable steps to help retailers across a variety of business areas. Sandberg will headline the April offerings, along with John Skaret, vice president of sales for the Independent division of Frederick Goldman Inc.

Sandberg will focus on the creation of a store’s brand as a key component of competitive differentiation. His presentation reaches far beyond the descriptive rendering of brands, and extends to the emotional connection and passion a jewelry store instills in its customers. He addresses various kinds of brand positioning, and illustrates how underpinning elements, used in-store and throughout all communication touch-points, help to telegraphically convey the store’s brand and connect with a customer. 

Skaret, meanwhile, will discuss the rising popularity of contemporary metals. Consumers have a new appreciation and desire for something different, and contemporary metal bands offer a growth opportunity for independent jewelers. Skaret addresses the increased value perception of contemporary metals and discusses four elements that drive expectation and desire. He also will address and characteristics of some of the popular contemporary metals, pointing out how each provides specific benefits to wear, use, or appearance. He wraps up with ways to market and sell these bands to a new-found customer base. 

Sandberg’s and Skaret’s podcasts, as well as all prior ones, are available on The Plumb Club website under the “Resources” tab: https://plumbclub.com/resources/plumbclubpodcasts/.