What does your business card say about your company, your brand and you? What impressions of your company does your business card leave in the minds of the people you meet and the shoppers you attempt to sell? How does your jewelry firm come across through your business card; traditional, contemporary, design forward, high end luxury, etc.? How would your business card compare with others? Does it stand out from your competitors? Why is that important? Does the identity created by your business card consistently reflect the experiential shopping environment your store offers customers? Is the design of the card consistent with the design motif of your inventory?Let’s start with the design and content elements of the business card.

Eye Appeal. Design your card so there are three main areas of emphasis. The human eye has a natural tendency to prefer graphics that excel in layouts using groupings of three.

Organization Identity. Commonly commands a dominant location and largest font. A wonderful position to be in is to have such a well recognized logo that the name of the company can be a bit deemphasized.

Identity of Individual. Not all business cards have to have an individual’s name on them. However, it is a nice personalized touch and may contribute to employee motivation. If the card does list a name, consider offering the title of the individual too.

Location. For traditional businesses this is a must. For digital companies location is not that important; a mailing address is good enough.

Contacts: Business cards require phone numbers. If your company is paying for a Yellow Page ad do not use that number on your business cards because you need to be able to measure the performance of that ad and justify the cost. If you can afford a Yellow Page ad, you can afford a second line. Only list your cell number if you are prepared to field calls. Too many people list cell numbers and never answer and just send callers to voice mail when they are out of the office. Email address is very important as more and more people use email as a major means of communication.

Web Page URL. Very important in marketing any business in 2010. Be sure to have a landing page that is more like a directory to help visitors navigate to the specific topic of their interest.

Tagline. Use a brief description of the business that conveys benefits and features.

Logo. Use the same graphic on business cards, brochures, web page, print/electronic materials, advertisements, etc.

Single Sided, Two Sided or Folded Cards-Use the back of the card or the flap of a folded card if you must list services offered or main product lines. Do you need message space to write product information for “be back” shoppers?

Paper Stock- The cost of the card is increased with the stock of the card. This is more about personal preference; but quality stock does send a message.

Color- Jewelry is all about color. Unless you are creating a corporate identity strategy of just black and white or two or three colors, use four color to your advantage. Color creates emotional responses.

Make your business card compelling. Your jewelry business offers unique jewelry products and experiences. Make sure your card represents the jewelry design and fashion expertise you offer to customers. Be sure to consistently integrate all design elements and marketing messages with each marketing communication media and message. That includes your business cards.

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