Q&A: The Key to Better Jewelry Ads

By Jennifer Heebner, Senior Associate Editor -- JCK Online, 12/1/2003 2:00:00 AM

JCK interviewed Ellen Fruchtman, president of Fruchtman Marketing, Toledo, Ohio, for some insight into advertising strategies.

JCK: Please explain your advertising strategy for jewelers.

Ellen Fruchtman: Our jeweler ads feature plenty of white space. Typically, we include a photo of only one product, and copy is kept to a minimum. One headline, one product, and the jeweler. This minimalist approach draws readers' eyes to the ad just as they'd be drawn to a bull's-eye. Jewelers should remember that their print ad sits in the middle of a page surrounded by newsprint and other advertisements. If ads don't have a lot of white space and a central focal point, what will make readers zero in on them?

JCK: What's the key to an ad that looks good and drives home a message?

EF: Clever and/or emotionally driven headlines that focus more on the event, such as anniversaries, holidays, graduations, and birthdays, than the product. We want jewelry to be seen as a way to enhance and celebrate events so readers have an emotional reason to want jewelry and to buy it from a jeweler who shares their sentiments. Price points may or may not be included. When they are, we typically state "starting at $XX" so readers know there is something in the store for every taste and budget.

JCK: How do you know your jewelry-ad tactics are effective for your clients?

EF: We can't say if the layout and style of the print ads alone contribute to a jeweler's success, but ads are designed to complement the emotional impact of our broadcast spots, all of which run year-round for maximum awareness. However, we do know they are popular with consumers because our jewelers often receive "fan mail." Most recently, one customer wrote: "I just wanted to compliment you on having the chutzpa to do these ads. I think they're cutting edge, very well done, and will definitely get you noticed."

More Tips for Effective Ad Campaigns

Advertise steadily throughout the year, not only in the fourth quarter.
Clearly state what you're selling—jewelry, diamonds, romance, a ticket out of the "doghouse," etc.—via your chosen technique.
Give custom-made collections suitable names so consumers can better remember pieces.
Mix fashion, fine jewelry, and art into campaigns, as all are connected.
Select the best ad campaign technique for your company. For example, image-based campaigns aren't for everybody because of the attention to detail that's necessary, and celebrity-endorsed campaigns can be cost-prohibitive.
Make your ads' positions—inside cover, for example—in any publication a priority, and make it consistent to ensure the ad is seen.
Keep ads simple, leaving out extraneous elements that might detract from great products or messages.
Focus headlines on specific events (such as anniversaries) or moments (such as a cozy Sunday morning in bed with your spouse) to strike up emotional reasons to purchase jewelry.
Include prices if desired, citing a range—"from $900-$1 million"—or stating "starting at $500" to let customers know items are available for every budget.
Be sure your ads resonate with the demographic you're trying to reach.
Invest in good photography to showcase the jewelry in the best possible way.