Trace Shelton is Editor-in-Chief of INDESIGN Magazine and Contributing Editor of INSTORE. His current favorite topics to cover include social media, marketing, and store environment, but you could also get him excited about merchandising and sales if you’ve got something new to say.
Last week, I wrote about how canned marketing and PR is just a big fat waste of money, so this week, I thought I’d write about a designer who’s used her marketing opportunities to the fullest: Jacquie Aiche. Despite running no traditional national advertising campaign in the usual print vehicles, Aiche’s jewelry is a staple among editorial picks, appearing in six magazines in September alone (check it out here to see all the coverage yourself).
In an age when people of all ages – but especially Millennials – are so interested in real, authentic experiences and products, it amazes me that the biggest companies with the most resources continue to churn out canned, bland advertising and PR.
Patricia Faber and her husband Edward, co-owners of Aaron Faber Gallery on Fifth Avenue in New York (just up the block from the Museum of Modern Art), are celebrating the gallery’s 40th anniversary this year. The gallery was founded as a showcase for artist-made jewelry, and so the Fabers have carried many different designer lines over the years – some of them, like David Yurman, well before they were household names. I spoke to Patricia recently in regards to a really cool two-day bridal event they put together (more on that in the next issue of INDESIGN), and we also talked about her history with designer jewelry and their upcoming anniversary celebration. Here was a small snippet of our interview.
When Paolo Salamone of Paolo: A Modern Jeweler (Cincinnati, OH) wrote his essay for INSTORE’s December 2012 lead story, he said, “Jewelry needs to become a force in fashion. We should enjoy our jewelry as much as our clothing.” This quest to make jewelry just as desirable as clothing to his customers drives Paolo every day, and one of the byproducts has been the creation of a “mood board” in the store.