This edition of the Centurion Newsletter is based on InStyle Editor, Special Issues, Rosie Amodio's presentation to Centurion 2009 attendees, entitled Beyond The Ring, where she provided ideas and information on how to maximize the relationship and business opportunities for jewelers after a couple is engaged. Rosie Amodio is also editor, http://www.instyleweddings.com/
Rosie Amodio
Beyond the Ring
It Starts With a Ring
• There are two million engagements each year
• Brides are also buying: Watches are the #1 groom’s gifts
• Most couples, however, don’t return to the bridal jeweler when making future purchases
Additional Gift Giving Occasions
• “Push Presents”/New Mom Gifts
o There are four million opportunities each year
o The tradition is growing in popularity and retailers are taking notice -- some even have registries for push presents
o Over half of women say they want a gift when they give birth
o Celebrities are leading this trend
• Vow Renewals
• Weddings Jewelry Upgrades
• Anniversaries
• This is a huge jewelry market to tap into
Introducing the New 4 C’s: To help leverage that initial relationship into a lasting one
Customer Service
• Revitalize the in-store experience
• Have inspiration on hand (magazines, internet access, etc)
• Create an in-depth customer profile, take their picture
• Offer promotions for ring cleaning at 1st anniversary, etc
• Make insuring simple and easy
• Consider their budget
Communication
• Create a Facebook page, include your clients
• Send cards for occasions throughout the year
• Be their reminder for important dates (birthdays, anniversaries)
• Offer special promotions during a birthday or anniversary month
• Create an e-newsletter with links, ideas and promotions to keep customers ‘warm’
Collaboration – with media/ad partners for more impact
• Take advantage of all value-added / merchandising opportunities partner offers
• Tap into partners’ subscriber lists for quick e-blast / newsletters for reminder messaging
• Feature tear sheets / issues of editorial mentions
• Consider partnerships with fashion designers, retailers to communicate the ‘complete look’
Celebrity
• Stay in tune with celebrity trends
• Research/share similar styles within the customer’s budget
It Starts With a Ring
• There are two million engagements each year
• Brides are also buying: Watches are the #1 groom’s gifts
• Most couples, however, don’t return to the bridal jeweler when making future purchases
Additional Gift Giving Occasions
• “Push Presents”/New Mom Gifts
o There are four million opportunities each year
o The tradition is growing in popularity and retailers are taking notice -- some even have registries for push presents
o Over half of women say they want a gift when they give birth
o Celebrities are leading this trend
• Vow Renewals
• Weddings Jewelry Upgrades
• Anniversaries
• This is a huge jewelry market to tap into
Introducing the New 4 C’s: To help leverage that initial relationship into a lasting one
Customer Service
• Revitalize the in-store experience
• Have inspiration on hand (magazines, internet access, etc)
• Create an in-depth customer profile, take their picture
• Offer promotions for ring cleaning at 1st anniversary, etc
• Make insuring simple and easy
• Consider their budget
Communication
• Create a Facebook page, include your clients
• Send cards for occasions throughout the year
• Be their reminder for important dates (birthdays, anniversaries)
• Offer special promotions during a birthday or anniversary month
• Create an e-newsletter with links, ideas and promotions to keep customers ‘warm’
Collaboration – with media/ad partners for more impact
• Take advantage of all value-added / merchandising opportunities partner offers
• Tap into partners’ subscriber lists for quick e-blast / newsletters for reminder messaging
• Feature tear sheets / issues of editorial mentions
• Consider partnerships with fashion designers, retailers to communicate the ‘complete look’
Celebrity
• Stay in tune with celebrity trends
• Research/share similar styles within the customer’s budget
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