Positioning and Product Discussed by Industry Experts
New York – The Plumb Club’s April podcasts from jewelry industry experts focus on differentiation in two important areas – Product and Positioning! Each podcast provides experienced insights and effective tools to ensure that they stand out in the mind of their customers.
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.
Contemporary Metals in Today’s 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.