Q&A: The Key to Better Jewelry Ads

JCK interviewed Ellen Fruchtman, president of Fruchtman Marketing, Toledo, Ohio, for some insight into advertising strategies. JCK: Please explain your advertising strategy for jewelers. Ellen Fruchtman: Our jeweler ads feature plenty of white space. Typically, we include a photo of only one product, and copy is kept to a minimum. One headline, one product, and the jeweler. This minimalist approach draws readers' eyes to the ad just as they'd be drawn to a bull's-eye. Jewelers should remember that their print ad sits in the middle of a page surrounded by newsprint and other advertisements. If ads don't have a lot of white space and a central focal point, what will make readers zero in on them? JCK: What's the key to an ad that looks good and drives home a message? EF: Clever and/or emotionally driven headlines that focus more on the event, such as annivers

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).


Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out