The Jewelry Evangelist series casts a spotlight on some of industry’s personalities—bloggers, editors, stylists, etc.—and how they help to raise the profile of the jewelry industry.
Brands know the power of a good spokesperson to help elevate business, so JCK talks to blogger Brittany Siminitz, manager of JCK Marketplace, the product-sourcing tool of the JCK shows, on how she celebrates jewelry style and how jewelers can improve their own profiles.
JCK: Many people are already familiar with Marketplace (as they should be!), but for those who aren’t, tell us about Marketplace’s niche in industry.
Brittany Siminitz: It is the product side of the JCK show brand and is a great tool for people whether they attend the shows. Retailers can find products for their showcases and connect with the brands through Marketplace. I use my blog, On Your Market, to share products on the site to let retailers know what they can stock in their stores. The other cool thing about Marketplace is you can use it to plan for upcoming shows, to keep up on the brands on the site, or to look for new pieces. It’s a year-round show experience.
JCK: What gives you the greatest satisfaction in your position?
Siminitz: Working with jewelry designers! I love sharing jewelry from up- and-coming brands and hearing that they loved particular articles and working with new people who are trying to get their jewelry out there and are so passionate about their craft.
JCK: What is industry’s biggest mistake when it comes to using social media?
Siminitz: Not using it. I always hear about brands—typically old-school ones—that say they don’t have time to use it because they are spending so much time making jewelry. But Instagram and Twitter are some of the best ways to meet people, maybe even potential customers. Third Coast Gems (@thirdcoastgems) does a good job of connecting with people, even if it doesn’t have to do with jewelry. On Instagram (also @thirdcoastgems), he shares a lot of new designers as well, and I feel his excitement.
JCK: What is your proudest moment for Marketplace and why?
Siminitz: Our recent Designer to Watch series, which is a multifaceted Q&A blog and Twitter interview that we have promoted in different ways. It makes me so happy to see our first interviewee Harvinder Kaur Keila of Kaura Jewels still use the hashtag #designertowatch!
JCK: What piece of jewelry from your collection garners the most compliments?
Siminitz: My engagement ring, which is a one-carat round brilliant diamond with pear-shape sapphires on each side. It has four double prongs, and it’s not too low profile. I notice that I get the most compliments when it’s freshly cleaned.
JCK: What is industry’s single-biggest faux pas that holds it back from better connecting with younger customers?
Siminitz: Being afraid to get too personal. Bridal brands in particular should celebrate their brides more by connecting with them and showing pictures from their engagements. It’s so easy to make connections, and I feel like some are missing big opportunities.
JCK: What is your favorite jewelry style of the moment and why?
Siminitz: Everything tiny—thin stacking bands, petite pendants, either alone or layered up. Lately I’m drawn to teeny tiny things.
JCK: What’s the last jewelry gift you gave and why?
Siminitz: I was a secret Santa to my little cousin who loves horses, so I got her a horseshoe necklace. And for Christmas, I gave my mom sapphire stud earrings from Stuller, and she loved them.
JCK: If money were no object, what piece would you buy and why?
Siminitz: Everything from Sutra! I’ve been seeing so many amazing jewels from them—I just stare at the pictures wishing they would become real! Sutra has a pair of ruby fan earrings that are almost like ear climbers but big, and it has a lot of really cool statement rings with rose-cut diamonds.
JCK: If jewelers could do one thing differently to drum up sales this year, what should it be?
Siminitz: I would love to see more contests. A company can say “Join us for a chance to win this $1,000 retail piece,”and that’s not very much money in the grand scheme of marketing expenses, so more should do contests and encourage consumers to take pictures of themselves wearing pieces from the line or tell the brand why he or she deserves to win a piece. It’s so easy, and at the very least you’re acquiring new followers. I’ll be searching for new contests this year!
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