Social media is required for business--all businesses. It ties all your other advertising together: every ad you place in your local community, whether it's on TV, radio, on billboards, in all of your direct mail, for newspaper ads, or everything else you do on other social networks. Social media ties all your marketing together in such a way to support your customer life cycle.
Customer Life Cycle
There are specific steps that every customer must travel throug... VIEW FULL GOLD NUGGET
How often has someone shown you a printout from a competing jeweler's website and asked you to price match that same item?
Here's another example: Has anyone ever walked into your store specifically asking for a 0.80ct round diamond at a price under $4,100 that has a very good cut, with E color, and a VVS2 clarity?
Jewelry shoppers have the power of the internet at their fingertips, and they now heavily research every purchase they make. In fact, studies from Google and Shopper S... VIEW FULL GOLD NUGGET
As a quick recap, ZMOT is the "Zero Moment of Truth" which represents the idea that someone will search for more information online before considering buying your jewelry. Something "stimulated" them to "google it." That stimulation could have been an advertisement, or a conversation with a friend who was wearing je... VIEW FULL GOLD NUGGET
It should be no surprise that new technology adoption within the retail jewelry industry is much slower than other industries. What I typically find is that a retail jeweler needs to experience a few situations on their own before they understand the importance of new technology.
The adoption of mobile websites is one of those things that retail jewelers still haven't embraced widely. Now that responsive website designs are available many jewelers will probably take that short cut technique to mobile as their starting po... VIEW FULL GOLD NUGGET
You can spend 10 months trying to fine tune your Google AdWords campaign, really learning the ins and outs of how to attract your target customers to your jewelry store, but nothing you learn is going to prepare you for the affect that the Holiday Season has on AdWords.
The Holiday Season is about gift giving, and the holiday gift giving mentality is different than the rest of the year.
As you are most defiantly aware, jewelry is the gift to give throughout the year when someone is celebrating a birthday or job promotion, to say thank you, or to cheer someone up. Jewelry is given during economic hard times as a way of saying better times will come and during economic good times to celebrate what you have.
However, even though the Holiday Season has religious celebrations at its core, gift giving can greatly overshado... VIEW FULL GOLD NUGGET
"...articles are easy to follow and seem to have information one can use right away." -Ann, Gallery 4, Hamden CT
"...serious kudos to you. We love your straight talk, pertinent information and plain language. I don't know how many industries have something of jWAG's caliber available, but I learn from the emails every day. Really, really nice work, and very appreciated." -Cheryl Herrick, Global Pathways Jewelry
How often has someone shown you a printout from a competing jeweler's website and asked you to price match that same item?
This is a continuation of the 
It should be no surprise that new technology adoption within the retail jewelry industry is much slower than other industries. What I typically find is that a retail jeweler needs to experience a few situations on their own before they understand the importance of new technology. 
