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