One of the biggest mistakes jewelers make on Facebook is expecting immediate results. Marketing, and thus results, takes time and you have to budget, strategize and develop your page. If you’ve been under the 1,000 fan club for a couple years or more, it’s likely you haven’t put any marketing dollars towards the effort or don’t really believe in the platform. That’s a subject for another time. Now, if you have built your fan base to say… 2,000+ fans organically, that is to say contests & promotions were not your primary way to acquire these fans, you’re ready to pounce and the holidays are the perfect time to do so.
Over the years, I’ve learned a lot by judging different jewelry design competitions. One thing’s always a given: On reviewing the assortment — not just the winners—trends sort of stand out. Certainly, that was the case on Sunday, when I arrived at a “top-secret studio” in New York for a first peak at the 2014 Spectrum Awards winners. An hour earlier, some 30 to 50 winners were chosen in the American Gem Trade Association’s 30th edition of its annual Spectrum competition. I met there with three other judges — Tara Silberberg of The Clay Pot, Candace Edelman of Alex Sepkus, and Jennifer Heebner of JCK — to decide on four winners in the final category, the WJA Gem DIVA Awards, which the Women’s Jewelry Association sponsors in affiliation with AGTA’s Spectrums.
In preparation for our December issue’s Year in Review lead story, we recently asked the 1,000 members of our Brain Squad who their most supportive vendors have been — and why — in 2013.
CLEVELAND, OH -- The third annual Trollbeads Academy was a hit in Cleveland, OH, last week, as dozens of retailers from throughout the region – sporting myriad varieties and combinations of beads on bracelets, bangles, leather cords and necklaces – gathered to learn more about the brand’s origins in Denmark, and how best to market and sell the hand made jewelry.