I’m sitting here with two of the more beautiful magazines I’ve seen in a while, and neither is produced by a major publishing company. They’re custom-print publications from two top jewelry brands—Stuller and Pomellato.
Each is impeccably designed and fully reflects the identities of the companies that created them. Which is to say they’re both awesome and totally different from each another.
Louisiana jewelry and supply company Stuller debuted the first issue of its new magazine Beyond the Glass this month to further engage its dedicated consumer base of North American jewelry retailers.
The magazine’s emphasis is wisely imparting useful information to the jewelry retailer, while showcasing tons of Stuller product. A story entitled “The Power of 10,” for example, showcases Stuller’s top 10 engagement ring styles.
Feature stories in the first issue focus on ethical sourcing, the impact of fashion on the jewelry industry, and ways to attract new customers to a jewelry retail store.
A pretty page from Stuller’s new magazine, Beyond the Glass (courtesy of Stuller)
Josh Caffery, managing editor of Beyond the Glass said in a prepared statement, “When we meet Stuller customers, we always ask about their experiences with their clients and we have heard so many great stories, we were compelled to share them with everyone. That’s how this publication became a reality. In every issue we want to go beyond the glass cases filled with jewelry, and into the lives of an everyday jeweler.”
An illustrated page featuring jewelry from Pomellato’s latest custom publication (courtesy of Pomellato)
Conversely, Pomellato’s publication, now in its fourth issue, was clearly created for the jet-set jewelry consumer.
The marketing magazine from the Italian heritage brand features plenty of Pomellato product (and ads), but it also packs in some terrific articles from a roster of illustrious contributors, including former WWD Milan bureau chief Alessandra Ilari and Italian journalist Giusi Ferre.
The magazine’s paper is thick and matte, which conjures the upscale heyday of printed magazines. A fun and meandering story entitled “How to Do Milan Like a Native” kicks off the editorial section with pages of hilarious, original illustrations of hands (wearing Pomellato jewelry pieces) doing Milanese things: having an aperitivo at Jamaica, visiting the the Salone del Mobile Milano fair, having a panzerotti (fried dough filled with tomato and mozzarella) at Luini, etc.
In the back of the magazine are several pages dedicated to translating the magazine into various languages—Chinese, German, Japanese—which reflects the brand’s global reach.
Feeling the publication’s textured cover and flipping through its color-saturated pages, I was reminded that in the digital age, brand experiences that incorporate the tactile feel particularly special.
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