Did you know? The custom of wearing a wedding ring on the third finger of the left hand was started by the Greeks in the 3rd century B.C. What you may not know is that the third finger was chosen by mistake! Physicians of that time wrongly believed that a vein ran from this finger to the heart. They referred to this the “vein of love” and considered this the logical place to wear a ring symbolizing love. Interesting how once a custom starts it is difficult to change.
It got me thinking about how to the jewelry industry gets press for their business. While I have used examples of jewelers and what they have done, these principles and ideas are really universal and can apply to almost any business.
Find your Marketing GOLD and start Panning! Two ideas to add to your Marketing “jewelry” box:
Product Reviews – find and court publications that do product reviews. Showcase your talent by offering to show them the latest color and design trends in your line. Most of the time they will ask to see the product so they can photograph it, maybe wear it, etc. Be sure to include a self-addressed stamped return package so they can easily send it back to you once the review is done. Check the publications for their product review guidelines. If they are not readily available, call them and ask.
Celebrity Endorsements – think Oscars. If you have ever watched the Oscars, the Tony’s or other Televised Celebrity Awards Programs you know many celebrities are often seen sporting designer jewelry and clothing by big name artists. And the emcee will point that out either on the red carpet or as they approach the stage. That’s because these designers have “lent” them the pieces just for the occasion in the hopes of being mentioned on air to millions of viewers.
Peggy Li of Peggy Li Creations makes handmade jewelry that has been seen on TV’s “Grey’s Anatomy”, “Buffy, the Vampire Slayer”, “Private Practice,” in the pages of Lucky and Oprah and more. Her advice for getting celebrities to wear her jewelry:
1.Do your homework. ~ Target TV and Press that fit with your design style.
2. Create a professional-looking press kit.
3. Tell a story. Share a little bit of yourself in your bio, why you design jewelry, what is your design inspiration, why you choose the type of materials you use in creating your jewelry, etc.
4. Be timely. Understand the lead times of the different media outlets you plan to court. Newspapers need less lead time than magazines. Television works on a 3-6 month filming schedule, etc.
5. Be patient. It takes time to build a business and a following.
6. Be professional. And responsive. NEVER make the press wait. NEVER. They are on deadlines and will just say “next” if you are not available
7. I would also add to be persistent. Timing is everything and maybe today is not a good day for the person who makes those decisions. Stay in touch and follow up (without being a professional pain in the you know what). Ask if you can reconnect at a later date and when it would be good to do so. And do it!
You can learn more about Peggy Li Creations at: http://www.peggyli.com/
(pictured: Rose Gold Ring by Peggy Li). Tips excerpted from “Getting Press For Your Jewelry Business” at HomeJewelryBusiness.com
JUST FOR FUN:
In my research for this article I came across a great article on Gemstone Lore by Rena Klingenberg. Here’s an excerpt:
Agates: Balancing physical, emotional, intellectual and spiritual energies; perceptiveness, strength, inspiration, awakening talents.
Amazonite: Success, joy, self-expression, awakening heart, soothing, harmony, balancing.
Aquamarine: Courage, purification, peace, intuition, self-expression, balance, preparedness.
Citrine: Intuition, comfort, protection, creativity, physical energy, wealth, mental awakening.
Coral: Diplomacy, quieting emotions, visualization.
Crystal Quartz: Intensifying energy, spiritual development, healing, raising consciousness.
Moonstone: Introspection, reflection, beginnings, insight, tenderness, harmony, peace, travel.
Mother of Pearl: Mental clarity, intuition, sensitivity, imagination, adaptability, cooperation.
Pearl: Purity, faith, charity, innocence, integrity, focus, wisdom, spirituality, sincerity, fertility.
Peridot: Warmth, friendliness, understanding, openness in love and relationships, regulation of cycles.
Tiger Eye: Practicality, peacefulness, clarity, intelligence, intuition, new experiences, financial stability, calmness, releasing inhibitions.
Turquoise: Spiritual attunement, cleansing, healing, protection, valor, soothing, peace of mind, guidance through the unknown, romantic spontaneity.
To learn about the rest of the gemstones visit: http://www.home-jewelry-business-success-tips.com/gemstone-lore.html
By the way you don’t have to sell jewelry or clothing to use these strategies. Think about your own products and services and come up with a list of public figures you might tap into to help you promote your business.
Today is also:
National Pistachio Day
For Pete’s Sake Day
National Personal Chef Day
Also On this day…
1998 Oprah Winfrey beats Texas cattlemen in highly publicized “Beef” trial
1980 Egypt and Israel exchange ambassadors for the first time
1919 Congress established Grand Canyon National Park which includes the Grand Canyon, a gorge of the Colorado River
More great marketing ideas can be found in the Quirky Marketing Calendar ~ How to Use Zany and Non-traditional Holidays to Promote Your Business 365 Days a Year!
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