Media Glitz: How Quality Content Can Help You Sell Jewels



How designers and retailers are taking a page from high-end glossies, capturing consumers with gorgeous images and original, compelling contentJewelry designer Jacquie Aiche’s Instagram page is a checkerboard of bronzed California skin draped in bold bohemian jewelry. In one shot, layered gold and braided leather necklaces hang around the neck of a ­shirtless model wearing a Native American–style fringed vest. You can almost feel the heat of the sun’s rays bouncing off the candy-colored gemstones. In another, a female hand outfitted in an intricate gold chain bracelet-with-rings is holding another model’s hand—their lower torsos clad in stylish, low-slung bikini bottoms. It only takes a glance at Aiche’s social feed to register that the Los Angeles–based designer is all about the good life: SoCal sunshine and the luxurious earthiness of bold stones and precious m
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