How Jewelers Mix Celebrities Into Their Marketing

Q: What’s the best way for jewelers to ­incorporate celebrities into marketing?A: “It depends on the type of celebrity. We are a locally owned and operated jeweler; often, local celebrities who are well known and respected will endorse our products. Getting local voices that have had success telling their stories in our stores fosters a greater sense of credibility and recognition. On a national level, we like to find major celebrities who are sporting looks that we carry in-store. This works especially well on social media. For example, ­Gwyneth Paltrow is a huge Debbie Brooks fan. We featured a photo of Paltrow with a Debbie Brooks product and linked back to where customers could buy the product on our site. We use trending celebrity styles to show customers they can get a similar, if not the exact, look right around the corner or online.”—Kristin Balliet, marketing and adver

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