Welcome to The Plumb Club’s Podcast Series

The Plumb Club’s new series of podcasts is produced to provide you, the retailer, with information and insights across a variety of disciplines. Monthly subjects will cover a group of business topics and consumer insights, supplying retailers with knowledge and immediately actionable steps that you can use to impact your business.

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Strategies to Brand as an Independent Jeweler

In today’s competitive marketplace a savvy retailer sets himself apart from competition. Sam Sandberg points out that a key component of differentiation is the creation of the store’s “brand”, This goes far beyond the descriptive rendering of brands and extends to the emotional connection and passion that a store instils into its customers. He discusses various brand positionings and illustrates how underpinning elements used in-store and throughout all communication touch-points helps to telegraphically convey the stores brand positioning and connect with a customer. Sam Sandberg is the chairman of A. Jaffe, a company whose legacy dates back to 1892. Today, the company is one of the only 19th century jewelers still active in New York City, continuing to stand for the same superior standards of quality and trust as it did when founded. To listen to this podcast, click here. 

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Contemporary Metals in Today’s Jewelry Stores

Consumers have a new appreciation and desire for something different. This makes contemporary metal bands a significant growth opportunity for the independent jeweler. John Skaret points out the increased value perception of contemporary metals to today’s consumer and discusses four elements that drive expectation and desire. He timelines the history of contemporary metals in jewelry and takes the listener through a number of these metals and their characteristics, pointing out how each provides specific benefits to wear, use or appearance. Finally, he offers ways to market and sell these bands to a new-found customer base. John Skaret is the Vice President of Sales, Independent Division for Frederick Goldman, Inc., a company providing their network of retailers with the highest level of service, innovation, product design and long-term expertise. To listen to this podcast, click here. 

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Lab Grown Diamonds - Meeting Consumer Desire

Today, consumers are coming into stores asking about lab-grown diamonds! Cora Lee Colaizzi and Tom Pautz discuss how lab-grown diamonds are inspiring this segment of diamond consumer and meeting their desire. They give essential information on the market and provide tips for retailers on how they can capitalize on the growing popularity and profitability of lab-grown diamonds. Cora-Lee Colaizzi is the Marketing Director and Tom Pautz is the Lab-Grown Diamond Director for Quality Gold, a worldwide company offering more than 200,000 jewelry and gift items in-stock and available to ship same day and more than 150,000 special order items for purchase. To listen to this podcast, click here. 

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Digital First

What does digital first mean? Barbara Garces and Regina Fiedel help the listener understand what a digital-first mindset is and how it is applied. They give valuable insight on reaching consumers effectively, while creating awareness and desire using digital tactics. Additionally, they discuss gathering feedback and valuable data using digital platforms. Further, they discuss a variety of digital platforms, online hubs, project planning tools and data asset systems to help a retailer. Barbara Garces is the Chief Digital Officer and Regina Fiedel is the Vice President of Digital Marketing for Citizen Watch America. Bulova, a division of Citizen Watch America, remains an iconic brand at the forefront of today’s timepiece industry, since being founded by Joseph Bulova in 1875. To listen to this podcast, click here. 

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Automating Jewelry

Ryan Hakimi explains how automation and technology can enhance a retail-buyers experience and positively impact a retailer’s overall business. He provides substantial statistics on the importance of having, or creating, an online presence and gives the listener actionable tips on how to draw attention to their platform. Ryan Hakimi is the vice president of CH Hakimi, a family business that is synonymous around the globe for producing essential core program items specific to buyer needs for over 30 years. To listen to this podcast, click here. 

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A Changing Industry – What Can You Do To Adapt

James Schneider highlights a variety of ways that the jewelry industry has changed in recent times. He encourages businesses to review how they’ve adapted to evolving business climates and quickly changing business situations. Further, he takes the listener through several tactics such as differentiation, community involvement and digital media, giving insights into how each can augment reputation and grow customer base. James Schneider is director of sales at Ostbye, a company providing fine jewelry products of exemplary quality, service and value dedicated to the finest retail jewelers for over a century. To listen to this podcast, click here. 

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Capitalizing on Branded Content to Drive Engagement

Jordan Peck and Sara Strauss give expert tips on how a retailer can build a promotional, advertising and social media calendar by capitalizing on initiatives that manufacturers are involved in and materials that brands can provide. Jordan Peck is the COO and Sara Strauss is the director of marketing for Brevani/Color Merchants a leading supplier of wholesale diamond and gemstone jewelry founded in 1987. To listen to this podcast, click here. 

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Creating Power Partnerships Between Retailers and Manufacturers:

Dov Tannenbaum outlines “Power Partnerships”, a deepened a broadened collaboration between retailers and their manufacturing partners, yielding growth in revenue and profit. He takes you through the principles and best practices in creating these partnerships, outlining what retailer and manufacturer winners do differently to outperform in their category. Dov Tannenbaum is a principle at Leo Schachter Diamonds, a leading supplier of America’s major retail jewelry chains. To listen to this podcast, click here. 

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Maximizing The Experience:

Brian Howard illustrates the importance of augmenting the customer experience by integrating technology into a presentation. He discusses how hologram technology and virtual “Try It On” features help alleviate consumer concerns and ease purchase decisions by building confidence and demonstrating what pieces look like from various perspectives and how they will look when being worn. Howard is the vice president of sales and marketing for Shah Luxury, a company that strives to produce world-class jewelry that not only appeals to the most discerning clients in the US and Canada, but to those in markets across the globe. To listen to this podcast, click here. 

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The Digital Transformation:

Today, “Digital” is a MUST for business. A company’s digital footprint impacts how it is perceived by potential customers. Derek Kristopher helps retailers understand their company’s digital footprint. He goes through the various touch-points that can impact perception and provides excellent tips on how to review it, manage it, develop and improve it. Further he provides an omni-channel perspective and ideas on how to augment perception by providing a virtual customer experience. Derek Kristopher is the associate director of marketing for S.D.C Designs, one of the largest manufacturers and distributors in the American market. To listen to this podcast, click here. 

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Understanding The Benefits of Extruded Tubing and Machine Setting:

Steven Lerche helps the listener understand the processes of extruded tubing and machine setting and how these methods differ from casting and hand setting. He highlights the features and benefits of both techniques, discusses the precision and uniformity of machine setting and helps correct some commonly held misconceptions about the process. Steven Lerche is the vice president of sales and operations for Goldstar Jewellery, a premier manufacturing company that has firmly etched itself a leading position as a preferred supplier to most major national and multi-national retail jewelry brands. To listen to this podcast, click here. 

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Content Is King:

Ellen Seckler and Sam King break down the elements of Content Marketing and how to get the most out of this effective tactic that helps give life to a brand story. Additionally, they go through the creation of a yearly plan, the balance of storytelling vs product knowledge, how to evaluate the quality of content vs the brand quality standards and the importance of starting with a complete creative brief that outlines the objective and use of content being created. Further, they discuss finding the best content providers. Ellen Seckler and Sam King are the marketing and creative forces behind Plumb Club Member, Citizen Watches. To listen to this podcast, click here. 

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Diamond Recycling – Your Guide to Re-purposing Loose Diamonds:

Jonathan Goodman Cohen highlights the potential value and invisible assets that many jewelry retailers have stored in their vault, much of it loose diamonds from “take-outs” or parcel leftovers. He takes the listener through how to recycle these assets into new, profitable and fast-selling merchandise, giving practical and straightforward insight that can yield a predictable return on investment. Jonathan is the president and third-generation owner of IB Goodman, an American jewelry manufacturing company, headquartered in Newport, KY. producing exceptional jewelry and providing reliable service to luxury retailers worldwide. To listen to this podcast, click here.

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Pearl Care & Maintenance:

Fran Mastoloni highlights how “one size does not fit all” when it comes to caring for and storing pearls and pearl jewelry. He provides knowledge on how retailers can properly maintain their pearl inventory, and valuable, yet easy tips that sales associates can impart to consumers about the nature of pearls and how best to preserve their unique and incomparable beauty. Fran Mastoloni is a partner is Mastoloni Pearls, a third generation leading purveyor of the finest cultured pearls and pearl jewelry treasures in North America. To listen to this podcast, click here.

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Beyond Birthstones – Telling Stories with Gems:

Cheryl Kremkow provides expert advice on how to connect with customers using the power of storytelling. She takes you through five different types of stories you can tell about any gem and gives you three actionable tips to help make your business more successful. Cheryl Kremkow helps companies create their own distinctive gem stories and is a consultant for Plumb Club Member Carl K. Gumpert, who creates diamond and gemstone jewelry and custom engagement rings. She is the former editor of Modern Jeweler Magazine and author of her own blog, Gem Obsessed. To listen to this podcast, click here.

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Five Tips to Modern Marketing:

Jiji Lee highlights how investing in your digital marketing is now “a must” for retailers – spotlighting evolving consumer shopping habits and discussing the audience migration to modern-day marketing channels from historically popular ones. She provides insight into “inspirational audiences” and “aspirational audiences” and how to target messaging and content to provide “the right message to the right audience at the right time.” Further, she advises retailers to keep up with their digital marketing by monitoring what works and what does not. Jiji Lee is the marketing director for Plumb Club Member, Jewelmark/Renaissance Jewelry New York, creators of the branded lines Enchanted Disney Fine Jewelry and Hallmark Fine Jewelry, as well as suppliers of fine diamond and gemstone jewelry set into platinum, gold and silver. To listen to this podcast, click here.

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Lab Grown Gemstones & Diamonds:

Become Fearless in the Age of Progression and Change: Monica McDaniel takes you through the rich history of created gems from their origins in the early 1800’s to today. She provides you an understanding of the technical differences between the various gem creation processes and the terminology used to describe them. Additionally, she gives you tips on language you can use in-store to “become fearless” and speak succinctly about the differences between lab-grown and earth-mined gems. Monica McDaniel is the Vice President and Marketing Director of Chatham Created Gems and Diamonds. To listen to this podcast, click here.

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Diamond Trends in Today’s World:

Jeffrey Cohen gives a insiders look at the current consumer diamond demand when it comes to engagement rings. He provides knowledge and insight. across the 3 major retail sectors of the market, into the most popular diamond shapes and the most commonly used qualities, as well as information on the desirability of “composite-heads” and single stones. Additionally, he discusses the up-tick of lab-grown diamonds and the use of other precious and semi-precious colored gemstones in engagement rings. Jeffrey Cohen is the Vice President of Sales for KGS Jewels, a DTC sight holder with one of the largest diamond cutting factories in the world. To listen to this podcast, click here.

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Responsible Practices As A Company Strategy.

Marketing leader Mark Hanna showcases how companies who demonstrate responsible practices have a competitive advantage – specifically with Gen Z and Millennial consumers. He provides consumer research statistics that point out the importance of “purposeful and responsible” consumption, illustrating how this can be an effective company strategy. Mark Hanna is the Chief Marketing Officer of The Richline Group, A Berkshire Hathaway company, the foremost manufacturer and marketer of precious metals and materials.To listen to this podcast, click here.

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Focus On A New Clean: Tips to Clean, Engage and Grow Revenue

Kristie Nicolosi helps listeners understand the differences between cleaning and disinfecting. She provides great ideas on why and how stores should talk to customers about jewelry care and gives consumer insights on why a customer wants to buy jewelry care and cleaning products from their jewelry retailer. Kristie Nicolosi is the CEO of The Kingswood Company, a Plumb Club Member and the leading innovator of high-quality, private-label jewelry care products. To listen to this podcast, click here.

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10 Tips to Strengthen Your Social Media

Journalist, writer, and media personality Barbara Palumbo provides 10 Tips to help retailers strengthen their social media presence and gain traction! Barbara explains why Instagram is “The King” of social media and how a retailer’s social media should be looked upon as having an additional sales person. From consistency, to engagement, to the art of the hashtag, these insights and tips will help retailers boost their social media presence across all platforms. Barbara Palumbo is a full time editor, writing about both jewelry and watches on her blogs adornmentality.com and whatsonherwrist.com, as well as for nationally recognized publications. Additionally, she is the host of InStore Magazine’s “The Barb Wire” podcast and is a frequent speaker at industry events and trade fairs. To listen to this podcast, click here.

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Clicks & Mortar – Staying Relevant In Today’s Marketplace

Author, retail consultant and sales-trainer Kate Peterson provides insights on how the evolution of consumer behavior has been drastically accelerated and how retailers must be innovative in order to stay relevant. She points out the shifting “information balance” between the consumer and retailer and provides tips and tools on both where and how to meet and work with this new customer in a way that will exceed their expectation and keep the retailer in the forefront of their market. Peterson is the President and CEO of Performance Concepts Inc., a company that provides innovative and effective consultation and training in the luxury industry.To listen to this podcast, click here.

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Advertising Myth-busters – Expectancy vs. Reality

by Brian Lazar gives insight into the “myths” of advertising and the reality of what the tactic can and can’t do. He explains advertising goals and how advertising can position a store. Further, he takes the listener through the execution of good advertising and the pros and cons of various ad placement vehicles. Brian Lazar is the vice president of sales and marketing with IGS Creative, a full-service advertising and marketing company specializing in the jewelry industry.To listen to this podcast, click here.

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Public Relations Ground Rules – Growing Business Using PR

by PR veterans, Heather Zachary and Melissa Berry will take listeners through the art of writing an effective press release and when it’s appropriate to use a media alert. They educate the retailer on how to build a media list and target appropriate editors with relevant messaging that compels them to run your story. Further, they give insight into the delicate art of “follow up” with the press and how to repurpose effectively on social media. Heather Zachary and Melissa Berry are founders of H&M Media, a boutique PR agency based in NYC that specializes in the jewelry and watch industry.To listen to this podcast, click here.

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Retail Reinvigoration – Visual Merchandising Tips That Stimulate Sales

Pam Levine, Brand Experience Specialist, President of Levine Luxury Branding, presents Retail Reinvigoration- Visual merchandising tips that stimulate sales. The ultimate goal of successful and engaging product presentations is to inspire customers to touch, try on and buy. When you think of your merchandise presentations, window displays and your environment, do you consider it your “space of engagement”? Visual merchandising and retail experience are the silent sellers that express and impress your brand experience in the hearts and minds of your customers. Pam provides: pertinent questions that enable you to conduct your own store assessment, learn about silent selling techniques, design and merchandising resources and the psychology behind product arrangements that stimulate buying decisions. To listen to this podcast, click here.

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Continuous Content Can Create Customers

Monica Elias, founder, CEO and Executive Producer of Elias World Media, illustrates that getting to know your customers and creating a continuous stream of relevant content can not only keep your store top of mind with customers when they can’t get in to see you, but can inspire your customers as they plan for self-purchase and gifting opportunities. She discusses the three C’s of content (Connect, Create, and Communicate) and gives information on how to make a connection between what’s trending in the media and what you have in your store. Monica shares creative ideas on how to story tell around product and shares easy tips on how to photograph and create video to bring it to life. Additionally, she gives great ideas on how to calendar your posts and seek coop help from your vendors.To listen to this podcast, click here.

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The New Bridal Consumer – How You Can Best Help!

Severine Ferrari, editor and founder of Engagement 101 talks about the newest trends in the engagement ring market. Further, she will give you insights on the new consumer and ideas on how you can shift your thinking and use inclusive language to help you win their confidence and make the sale.To listen to this podcast, click here.

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Cracking The Code on Customer Experience With Platinum

Kevin Reilly, Vice President of Platinum Guild International, explains how having platinum in your merchandising mix can help you create customer satisfaction. He illustrates several benefits of presenting the metal to consumers and language that you can use in store to explain these benefits to your customers.To listen to this podcast, click here.

Come back and visit this page for future podcasts, which will cover a variety of topics such as visual merchandising, relationship marketing, content creation, advertising myths, PR and social media tips.

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