Social Media and Open Wallets Rule at JCK

You may say jewelers are slow to innovate, but they’re quick to respond when it comes to strategies to keep their businesses afloat. At this year’s JCK Las Vegas, social media and new products were the two most important topics on retailers’ minds.  Ellen Fruchtman, president of Fruchtman Marketing, calls this past year the “smack in the head” retailers needed to get back in the game. “They are now willing to venture into their ‘un-comfort’ zone, demonstrating a willingness to change,” she explains.  Fruchtman and her staff, who checked in with many retailers at JCK, learned that online marketing strategies were at the top of most people’s lists. While last year store owners may have been talking about friending and tweeting, this year there was a much louder buzz—there was even a live Twitter board at the fair, a demonstration of how social-media friendly

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