When retailers need a marketing boost in the fourth quarter, they will often look to their manufacturing partners for assistance. This is typically offered in the form of social media posts, email campaigns, and customizable artwork for the jewelry they’ve purchased. All tools are part of a brand’s portfolio of digital marketing services for good clients.

“We also offer displays, Duratrans, postcards, posters, and billboards, along with a comprehensive marketing booklet for reference,” says Surbhi Jain, marketing director, Shefi Diamonds.

It’s an extensive range of offerings that clients can see in a digital flipbook at their convenience.

LALI Jewelry also offers a range of assistance that includes trunk shows as well as digital assets.

Shefi Diamonds

“We have numerous trunk shows scheduled for the holiday season,” reveals PeriLynn Glasner, design and marketing director.

To promote the events, LALI has postcards, lookbooks, and multiple social media posts weekly that retailers can share and reshare. Another tool in its arsenal is incentives and giveaways for both store staff and shoppers.

“We create marketing decks that help train our retailers to have successful trunk show events,” maintains Glasner.

Trunk shows are also top of mind for lab-grown jewelry maker Chatham, as are a host of other ways to help retailers boost business. Brand partners with a minimum of 3 square feet of cases featuring Chatham jewelry are entitled to use Chatham-produced social media content as well as media kits for marketing campaigns. Sales training of associates helps, too.

“The sales training not only educates our retailers on Chatham lab-grown gemstones but also explains how to sell color gemstones with color psychology,” says Monica McDaniel, vice president of marketing. “To supplement the many sales tools that accompany our jewelry displays, our website offers price comparison of Chatham jewelry with the mined stone equivalent. Sales professionals find this helpful to show shoppers that Chatham not only grows exceptional-quality gemstones but delivers them at a better price for their budget.”

Merchant support from Ostbye includes a holiday wish book and a flyer that “went to print this week,” says Theresa Namie, merchandise manager. “We create several social media images and Reels this time of year, and clients can also use our website as theirs with the store markup and logo.”

Chatham and Ostbye also help retailers with personalization for clients by providing customized CAD designs (Chatham has 15 lab-grown gemstones to shop), and both also offer incentives to retail staffers to sell.

       Ostbye

“We offer a spiff for our Silver Sparkle Lane collection,” says Namie. “If a sales consultant sells a certain amount of product, we give a wholesale discount for them. It’s an easy spiff to obtain and it is a fun collection to sell.”

Chatham holds an annual sales contest. “The more Chatham jewelry a salesperson sells, the greater the chance they will win more cash prizes at the raffle drawing,” explains McDaniel. “In total, we give away $25,000 in smaller cash prizes to help incentivize sales teams to sell Chatham. When they report their sales, this also helps our product analysts recommend jewelry with higher sell-through rates in their area.”