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5 Must-Have Free Marketing Tools

Education

5 Must-Have Free Marketing Tools

Trying to stay on top of the ever evolving world of marketing and keeping up with what’s new can be a daunting and overwhelming challenge. You just get your head around Twitter, feeling pretty happy with yourself and the amount ... Read More
5 Must-Have Free Marketing Tools

Education

5 Must-Have Free Marketing Tools

Trying to stay on top of the ever evolving world of marketing and keeping up with what’s new can be a daunting and overwhelming challenge. You just get your head around Twitter, feeling pretty happy with yourself and the amount ... Read More

Blog, Exhibiting, News, Products

Countdown to IJL 2017: What to Expect from Mireya

by IJL •

With just weeks until the doors to Olympia open, we catch up with long-term IJL exhibitor Mireya to discover more about its new Chiffon brand – a beautiful range of bridal and day-to-day jewellery – its Wedding Bands Box and its plans for 2018 and beyond. Here, Mireya director, Rahil Shah, answers our questions…

Q. What can you tell us about Chiffon – what is the inspiration behind it, how did you develop the brand and what does it offer for the existing Mireya customer?

The name ‘Chiffon’ comes from the idea of a soft, smooth and high-end finish- the characteristics of silk as a fabric, what we call Silk Fit™.

The Chiffon Brand encompasses all Mireya products, offering a core range of bridal jewellery, day to day and innovative pieces to retail customers, all of which are made on machine. With our retailers, we want to capitalise on the core products selling day in day out, what a retailers’ business breathes on. Our 3 axis machine made products offer longevity, with the best quality and at a competitive price.

Q. What are the hero pieces or key products from this collection?

Our Chiffon 50/50 Wedding Bands Box contains 28 rings that will cover more than 90% of any retailer’s diamond-set wedding ring business. We are also proud of the innovative settings in our Emerald Fairytale collection, with beautifully crafted illusion settings that create the look of an emerald using multiple stones. Our on-trend fancy-shaped bridal collection – YOU – is also performing well and appeals to the millennial generation in particular.

Mireya Bridal Bridal Stack IJL 2017
Chiffon diamond engagement rings by Mireya

Q. What should visitors at IJL 2017 look out for when they visit the Mireya stand?

As well as our Chiffon 50/50 Wedding Bands Box, we welcome everyone to see our top 20 most essential CNC machine-made engagement rings. We will also be showcasing our In Trend engagement rings, perfectly designed for the individual looking for their perfect shape.

Q. What direction have you gone in with the day-to-day jewellery?

With our day-to-day jewellery, we are looking to bring back the love for diamond jewellery and the gifting of diamond jewellery through classic and on-trend pieces, which has been lost to the accessories industry. Our day-to-day jewellery covers a range of budgets, starting from an affordable retail price point of £200.

Q. What do you think makes Chiffon different to the competition and what sort of retailers are you aiming at?

Behind Chiffon, there is a deep understanding of the global jewellery and diamond business. We are very focused on the concise range that we promote. We share responsibility with our retailers for every product that we and they invest in. Unlike other wholesalers and manufacturers we offer every single piece made on CNC machine.

We want to have retail partners who are like minded, who understand the concepts that we are investing in and who are moving with current times and trends. We don’t sell out of a box; we sell concepts and stories. With every range we not only offer the product but complete marketing support to sell the product to the end consumer. We want to invest with them and keep the passion alive within the diamond industry.

We love to work with retailers who are aggressive enough to go and get the business out there, who are not afraid to take a risk and experiment, which is essential with the online developments in today’s business.

Q. Following IJL, what are your plans for 2018 and beyond?

We are always developing and evolving our concepts and products to offer a competitive edge to our retailers. We will be focusing on working more closely with our existing retailers and developing new partnerships with others, understanding their business and offering them a one stop solution for their diamond jewellery needs.

Discover more at IJL 2017 from September 3-5 at Olympia. Say hello to Mireya and discover its new Chiffon brand on Stand C89. 

IJL is #withyou bringing the most inspirational brands and designers together under one roof. Take a look at our full exhibitor listing here. 

Blog, Education, Exhibiting, Industry, People

Countdown to IJL 2017: Introducing Fox Surveillance & Security Solutions

by IJL •

We look forward to welcoming Fox Surveillance and Security Solutions to IJL 2017.

This new exhibitor specialises in personal security and accredited training courses designed to help those in high-value trades stay safe, master surveillance and be more aware of their surroundings.

Founder and owner, Joel Adlington, started his career in the British military, serving for a total of 10-years. He saw action in Northern Ireland, Afghanistan and Iraq in key frontline leadership roles, specialising in covert military surveillance. After leaving the military Joel moved into the private security industry working in the investigations, surveillance, close protection and training worlds.

DON’T MISS! Meet Fox Surveillance and Security Solutions in the Skills Lab 

He is a well respected industry figure who specialises in both hostile environment and corporate security disciplines having worked for and alongside such companies as Canary Wharf Development, Shell, BP, British Government, Australian Government and various diplomatic offices.

Joel Adlington Fox SAS
Joel Adlington, founder and owner of Fox Surveillance and Security Solutions.

Joel set up his own business in 2017, having identified a gap in the market for security training and staff development in the high-value jewellery trade. Here, he shares his insights and explains how jewellers can benefit from his experiences…

Q: What are the aims of your business?

Fox Surveillance and Security Solutions Ltd was set up by myself early this year in order to provide a platform for what I see as a critical gap in the high value goods trade with respect to staff training, staff safety, venue and asset protection. We aim to raise the standard of security awareness for all shop floor and non-security staff in the industry. To educate people in the subtleties and mannerisms that will keep them and their families safe and to provide top level training, which will ultimately improve the safety of stock and staff.

Q: Why do you think personal security is so important for trades like jewellery, and how do you see your services helping?

Being involved in a trade such as jewellery makes you an automatic target for the ever increasing and violent criminal sections of society. Advertising yourself as working for a high-end jeweller on Facebook, LinkedIn or other social media platforms, or simply a casual chat in a crowded place, could generate interest from criminals which would put your safety in danger.

Our services educate staff on how to keep themselves safe and also offer an insight into the surveillance carried out by criminal gangs before any targeted strike happened. Stopping an attack by identifying it before it happens helps to save the trauma and financial loss of an aggressive robbery.

Q: What can you tell us about the accredited courses you offer – what do they entail?

Our courses are accredited by the Security Training Authority and they entail small details that people can easily implement into their daily lives to help protect themselves and make themselves less of a target. Our instructors are all ex-specialised covert military surveillance operatives who can provide staff with a broad knowledge of how surveillance teams work and how people gather information prior to conducting a targeted strike.

Fox Surveillance and Security Solutions new exhibitor at IJL 2017
Courses offered by Fox SSS are accredited by the Security Training Authority.

Q: Who do you hope to meet at IJL and what do you offer that’s different for the trade?

At IJL I am hoping to meet managing directors, owners and manager of high value jewellers who are looking to invest in their staff and their business to improve security. What we offer is unique in the trade as this type of information is typically solely targeted at security departments, as opposed to staff and management. This is very basic information that can be taken on board by the highly motivated and intelligent people already working within your company. It is a method of investing in your staff, keeping them safe and improving the security of assets and venues.

Currently, the only training conducted is how to act in the event of an armed robbery. This is reactive and only delivers a certificate of attendance with no credibility. By taking our courses you are taking a bold step towards preventing an armed robbery before it happens and by offering accredited training, this gives the jeweller something to take to their insurance to provide evidence of mitigating risks, which could lower insurance premiums.

Don’t miss your chance to find out more! Visit Fox Surveillance and Security Solutions at IJL 2017 at Stand N37. 

IJL is #withyou bringing the most forward-thinking exhibitors from a range of industries and specialisms to Olympia. Discover more companies in our Retail Supplies & Services Sector, here. 

Education

How Influencer Marketing Will Build Your Jewellery Brand Online

by Warren Knight • • 1 Comment

It’s true that 92% of consumers have made a purchase after reading about a product on their favourite blog.

You will also find that 62% of consumers will make a purchase if someone they respect and follow on Social Media recommends a product.

This is what is called Influencer Marketing.

Brands have increased their Influencer Marketing spend by 65% from 2016 to 2017, which shows that businesses are seeing both an ROI (return on investment) and ROE (return on engagement). Have you ever thought about how you could use Influencer Marketing to build your jewellery brand online?

Before I share with you my top tips around using Influencer Marketing for your jewellery business, I want to explain exactly what Influencer Marketing is.

What Is Influencer Marketing?

Have you ever watched a YouTube video where an influencer in the jewellery industry talks about a product they received for free? In exchange for their honest review of a product, a company will send it to them for free. Yes, this can be a risk if they do not like the product, but if they do, the rewards are endless.

Related Blogs: How To Boost Your Brand With Influencer Marketing and Bloggers

Influencer Marketing can be in the form of Social Media promotion, reviews through Blogging, endorsements and/or video promotion, and is something that would help you to stand out from the crowd in the jewellery industry.

There are two different types of Influencer Marketing that you may want to consider for your jewellery brand, whether it’s selling jewellery online or through a high-street store.

  1. Product Sending

This is where you will send a selection of jewellery pieces to online jewellery influencers for them to write about and share with their vast audience.

  1. Sponsored Posts

In some cases, influencers use “sponsored” content, which means that they are being paid to talk about your jewellery brand and will work with you to create content you are happy with before sharing it with their audience. You will have seen this specifically on Social Media, where an influencer will use either #Sponsored, #Spon or #Ad.

Related Blogs: Katerina Perez on Working with Influencers and Social Media Best Practice

Influencer Marketing does work. 81% of marketers who have executed influencer marketing campaigns agree that it is an effective form of communication. If you are new to the world of Influencer Marketing, here is how it can benefit you as a jewellery retailer, both selling online or through a high-street store.

Building Brand Awareness

Using an influencer means that you are reaching a new audience consisting of a target market that you might not have been able to reach otherwise. Influencer Marketing is one of the best ways to build your brand awareness in the jewellery industry, especially if you work with niche influencers that are engaging with their audience.

Builds Trust

If an influencer is endorsing your jewellery line and sharing it with their community, they are giving you the seal of approval, and their audience will listen to this and trust their judgement. Don’t forget that an influencer spends years building an audience that trusts what they say, so working with them will in turn increase your authority and trustworthiness in the jewellery industry.

Cost Effective

If you decide to just send your jewellery products to influencers for them to review, it will only cost you the price of the product plus delivery. If they have a large audience, the return on your investment will be huge. Even if you do decide to do some sponsored content with influencers, this will guarantee that your business will be seen by a large number of your target audience.

Related Blogs: How To Increase Your Twitter Reach In 7 Simple Steps

Now that you know what Influencer Marketing is, and how it can benefit your business, here are my three top tips:-

  1. Tell Your Story

Influencers aren’t just popular – they are viral. A piece of their content does drive sales for a brand, and gets your jewellery brand in front of hundreds of thousands of people, if not more. For this to be as beneficial as possible, have a story to tell that will connect with the influencer’s community.

  1. Set Goals

Don’t just go head first into working with an influencer without actually setting goals and expectations around what you want to achieve, especially if you are paying for them to promote your jewellery line. Set goals and expectations, but also stay as professional and friendly as possible, because the better the experience that the influencer has with you, the greater you would expect the positivity and enthusiasm towards your jewellery business to be.

Make sure you ask them for a media kit, as well as a breakdown of their follower demographics, so that you know what to expect.

  1. Choose Wisely

Start small. Why? Because you want to make sure it is going to work for you. Influencers with millions of follows charge a lot of money to talk about a product, so start with an influencer that has a small audience to test the validity of Influencer Marketing for your jewellery business.

Have you done any influencer marketing before and if so, did you achieve what you set out to achieve?

I always talk about getting online, using social media and other forms of digital marketing (including influencer marketing) to help with your jewellery business growth – and that’s important – but the bigger picture is what will make or break your business.

You need to be online. You need to be utilising the technology available. You need to have a website/landing page and be communicating with your customers on a regular basis through the digital world.

You’re probably reading this thinking “I’ve done all of this and it’s still not working”.

I want you to ask yourself the following four questions:

  1. Do you know how to measure your online success in the jewellery industry?
  2. Can you communicate with your audience in real-time on your website?
  3. Are you working collaboratively with your team?
  4. Do you know how to create the perfect content for your target audience?

Did you answer “NO” to any of the above questions?

Do you feel…

  • Unsure about technology for your business?
  • Desperate to make that digital transformation?
  • Like you don’t know where to start?

From the 1st August, I am going to be running a 30-day digital transformation that I want YOU to be a part of. It is completely complimentary, and you will receive an email a day with a tool that will help you with your digital transformation. If you would like to be a part of my 30-day digital transformation, sign up here.

Blog, Exhibiting, Industry, People

IJL Editors’ Choice Awards to Unveil Four New Category Winners at Olympia

by IJL •

In a change from previous years, a selection of industry media editors will decide on the winners in four coveted categories, including Exhibitor of the Year, during IJL 2017.

International Jewellery London has teamed up with a panel of industry editors to present four exhibitors with Editors’ Choice Awards at Olympia from September 3-5 2017.

Earlier this year, IJL announced that its long-standing exhibitor awards, Editors’ Choice, had been given a makeover with a range of new categories designed to celebrate innovation, creativity and technical skill.

TOP TIPS: How to Create a Press Pack 

The first phase of this new iteration of Editors’ Choice was unveiled earlier this year, And now, the IJL Editors’ Choice Awards is gearing up for its second phase, giving experienced journalists and magazine editors from across the industry the chance to cast their all-important votes during the three days of IJL.

All IJL 2017 exhibitors, new and returning, will be eligible to win these awards and there is no entry process. Instead, the panel of six experienced editors will suggest worthy winners by casting an anonymous vote in the IJL Press Office. Their suggestions will be collated and presided over by IJL event director, Sam Willoughby, and luxury communications consultant, Claire Adler.

Each of the industry editors will suggest potential winners in the following four categories:

Designer to Watch
This Award will be presented to the designer that captures the attention and imagination of our judging panel; cutting through the competition at Olympia to showcase flair, creativity and commercial potential.

Show Stopper
Do you have a single piece of jewellery that is guaranteed to stop journalists in their tracks? The Show Stopper Award will be presented to the designer or brand with the single most impressive piece of IJL 2017.

Visual Excellence
Visual merchandising is crucial on the shop floor, online and at trade events. The Visual Excellence Award will highlight the best stand of IJL 2017, as voted for by our judges.

IJL Exhibitor of the Year
Undoubtedly the most coveted Editor’s Choice Award, the IJL Exhibitor of the Year accolade will be presented to the brand, designer or business that showcases flair, creativity, innovation and commercial vision – the whole package!

Winners in the Designer to Watch, Show Stopper and Visual Excellence categories will be unveiled during IJL, while the recipient of the IJL Exhibitor of the Year Award will be announced as part of a show review on September 6.

IJL event director, Sam Willoughby, comments: “At IJL, we are proud to have forged strong relationships with specialist trade magazines, journalists, bloggers and social media influencers. By giving these editors the chance to share their views, Editors’ Choice truly lives up to its name.

WATCH! Get Ready for IJL 2017 with Our Highlights Video 

“There is no entry process for the last four awards of Editors’ Choice, which means exhibitors will have an extra reason to put their best foot forward at the show. I wish all our exhibitors good luck and would like to thank our six editors for taking part.”

The winners of the first phase of Editors’ Choice in the three exclusive categories – Technical Trailblazer, Creative Originality and Commercial Mastermind – were The Rock Hound (stand Q38), Isabella Liu (stand R30) and Franco Florenzi (stand F28) respectively.

To discover more about this year’s Editors’ Choice Awards, please click here. Free registration for IJL is now open. Register NOW to ensure you receive your Essential Guide to the show and badge in the post.

Blog, Exhibiting, News, Products

Countdown to IJL 2017: What to Expect from Mireya

by IJL •

With just weeks until the doors to Olympia open, we catch up with long-term IJL exhibitor Mireya to discover more about its new Chiffon brand – a beautiful range of bridal and day-to-day jewellery – its Wedding Bands Box and its plans for 2018 and beyond. Here, Mireya director, Rahil Shah, answers our questions…

Q. What can you tell us about Chiffon – what is the inspiration behind it, how did you develop the brand and what does it offer for the existing Mireya customer?

The name ‘Chiffon’ comes from the idea of a soft, smooth and high-end finish- the characteristics of silk as a fabric, what we call Silk Fit™.

The Chiffon Brand encompasses all Mireya products, offering a core range of bridal jewellery, day to day and innovative pieces to retail customers, all of which are made on machine. With our retailers, we want to capitalise on the core products selling day in day out, what a retailers’ business breathes on. Our 3 axis machine made products offer longevity, with the best quality and at a competitive price.

Q. What are the hero pieces or key products from this collection?

Our Chiffon 50/50 Wedding Bands Box contains 28 rings that will cover more than 90% of any retailer’s diamond-set wedding ring business. We are also proud of the innovative settings in our Emerald Fairytale collection, with beautifully crafted illusion settings that create the look of an emerald using multiple stones. Our on-trend fancy-shaped bridal collection – YOU – is also performing well and appeals to the millennial generation in particular.

Mireya Bridal Bridal Stack IJL 2017
Chiffon diamond engagement rings by Mireya

Q. What should visitors at IJL 2017 look out for when they visit the Mireya stand?

As well as our Chiffon 50/50 Wedding Bands Box, we welcome everyone to see our top 20 most essential CNC machine-made engagement rings. We will also be showcasing our In Trend engagement rings, perfectly designed for the individual looking for their perfect shape.

Q. What direction have you gone in with the day-to-day jewellery?

With our day-to-day jewellery, we are looking to bring back the love for diamond jewellery and the gifting of diamond jewellery through classic and on-trend pieces, which has been lost to the accessories industry. Our day-to-day jewellery covers a range of budgets, starting from an affordable retail price point of £200.

Q. What do you think makes Chiffon different to the competition and what sort of retailers are you aiming at?

Behind Chiffon, there is a deep understanding of the global jewellery and diamond business. We are very focused on the concise range that we promote. We share responsibility with our retailers for every product that we and they invest in. Unlike other wholesalers and manufacturers we offer every single piece made on CNC machine.

We want to have retail partners who are like minded, who understand the concepts that we are investing in and who are moving with current times and trends. We don’t sell out of a box; we sell concepts and stories. With every range we not only offer the product but complete marketing support to sell the product to the end consumer. We want to invest with them and keep the passion alive within the diamond industry.

We love to work with retailers who are aggressive enough to go and get the business out there, who are not afraid to take a risk and experiment, which is essential with the online developments in today’s business.

Q. Following IJL, what are your plans for 2018 and beyond?

We are always developing and evolving our concepts and products to offer a competitive edge to our retailers. We will be focusing on working more closely with our existing retailers and developing new partnerships with others, understanding their business and offering them a one stop solution for their diamond jewellery needs.

Discover more at IJL 2017 from September 3-5 at Olympia. Say hello to Mireya and discover its new Chiffon brand on Stand C89. 

IJL is #withyou bringing the most inspirational brands and designers together under one roof. Take a look at our full exhibitor listing here. 

Blog, Education, Exhibiting, Industry, People

Countdown to IJL 2017: Introducing Fox Surveillance & Security Solutions

by IJL •

We look forward to welcoming Fox Surveillance and Security Solutions to IJL 2017.

This new exhibitor specialises in personal security and accredited training courses designed to help those in high-value trades stay safe, master surveillance and be more aware of their surroundings.

Founder and owner, Joel Adlington, started his career in the British military, serving for a total of 10-years. He saw action in Northern Ireland, Afghanistan and Iraq in key frontline leadership roles, specialising in covert military surveillance. After leaving the military Joel moved into the private security industry working in the investigations, surveillance, close protection and training worlds.

DON’T MISS! Meet Fox Surveillance and Security Solutions in the Skills Lab 

He is a well respected industry figure who specialises in both hostile environment and corporate security disciplines having worked for and alongside such companies as Canary Wharf Development, Shell, BP, British Government, Australian Government and various diplomatic offices.

Joel Adlington Fox SAS
Joel Adlington, founder and owner of Fox Surveillance and Security Solutions.

Joel set up his own business in 2017, having identified a gap in the market for security training and staff development in the high-value jewellery trade. Here, he shares his insights and explains how jewellers can benefit from his experiences…

Q: What are the aims of your business?

Fox Surveillance and Security Solutions Ltd was set up by myself early this year in order to provide a platform for what I see as a critical gap in the high value goods trade with respect to staff training, staff safety, venue and asset protection. We aim to raise the standard of security awareness for all shop floor and non-security staff in the industry. To educate people in the subtleties and mannerisms that will keep them and their families safe and to provide top level training, which will ultimately improve the safety of stock and staff.

Q: Why do you think personal security is so important for trades like jewellery, and how do you see your services helping?

Being involved in a trade such as jewellery makes you an automatic target for the ever increasing and violent criminal sections of society. Advertising yourself as working for a high-end jeweller on Facebook, LinkedIn or other social media platforms, or simply a casual chat in a crowded place, could generate interest from criminals which would put your safety in danger.

Our services educate staff on how to keep themselves safe and also offer an insight into the surveillance carried out by criminal gangs before any targeted strike happened. Stopping an attack by identifying it before it happens helps to save the trauma and financial loss of an aggressive robbery.

Q: What can you tell us about the accredited courses you offer – what do they entail?

Our courses are accredited by the Security Training Authority and they entail small details that people can easily implement into their daily lives to help protect themselves and make themselves less of a target. Our instructors are all ex-specialised covert military surveillance operatives who can provide staff with a broad knowledge of how surveillance teams work and how people gather information prior to conducting a targeted strike.

Fox Surveillance and Security Solutions new exhibitor at IJL 2017
Courses offered by Fox SSS are accredited by the Security Training Authority.

Q: Who do you hope to meet at IJL and what do you offer that’s different for the trade?

At IJL I am hoping to meet managing directors, owners and manager of high value jewellers who are looking to invest in their staff and their business to improve security. What we offer is unique in the trade as this type of information is typically solely targeted at security departments, as opposed to staff and management. This is very basic information that can be taken on board by the highly motivated and intelligent people already working within your company. It is a method of investing in your staff, keeping them safe and improving the security of assets and venues.

Currently, the only training conducted is how to act in the event of an armed robbery. This is reactive and only delivers a certificate of attendance with no credibility. By taking our courses you are taking a bold step towards preventing an armed robbery before it happens and by offering accredited training, this gives the jeweller something to take to their insurance to provide evidence of mitigating risks, which could lower insurance premiums.

Don’t miss your chance to find out more! Visit Fox Surveillance and Security Solutions at IJL 2017 at Stand N37. 

IJL is #withyou bringing the most forward-thinking exhibitors from a range of industries and specialisms to Olympia. Discover more companies in our Retail Supplies & Services Sector, here. 

Education

How Influencer Marketing Will Build Your Jewellery Brand Online

by Warren Knight • • 1 Comment

It’s true that 92% of consumers have made a purchase after reading about a product on their favourite blog.

You will also find that 62% of consumers will make a purchase if someone they respect and follow on Social Media recommends a product.

This is what is called Influencer Marketing.

Brands have increased their Influencer Marketing spend by 65% from 2016 to 2017, which shows that businesses are seeing both an ROI (return on investment) and ROE (return on engagement). Have you ever thought about how you could use Influencer Marketing to build your jewellery brand online?

Before I share with you my top tips around using Influencer Marketing for your jewellery business, I want to explain exactly what Influencer Marketing is.

What Is Influencer Marketing?

Have you ever watched a YouTube video where an influencer in the jewellery industry talks about a product they received for free? In exchange for their honest review of a product, a company will send it to them for free. Yes, this can be a risk if they do not like the product, but if they do, the rewards are endless.

Related Blogs: How To Boost Your Brand With Influencer Marketing and Bloggers

Influencer Marketing can be in the form of Social Media promotion, reviews through Blogging, endorsements and/or video promotion, and is something that would help you to stand out from the crowd in the jewellery industry.

There are two different types of Influencer Marketing that you may want to consider for your jewellery brand, whether it’s selling jewellery online or through a high-street store.

  1. Product Sending

This is where you will send a selection of jewellery pieces to online jewellery influencers for them to write about and share with their vast audience.

  1. Sponsored Posts

In some cases, influencers use “sponsored” content, which means that they are being paid to talk about your jewellery brand and will work with you to create content you are happy with before sharing it with their audience. You will have seen this specifically on Social Media, where an influencer will use either #Sponsored, #Spon or #Ad.

Related Blogs: Katerina Perez on Working with Influencers and Social Media Best Practice

Influencer Marketing does work. 81% of marketers who have executed influencer marketing campaigns agree that it is an effective form of communication. If you are new to the world of Influencer Marketing, here is how it can benefit you as a jewellery retailer, both selling online or through a high-street store.

Building Brand Awareness

Using an influencer means that you are reaching a new audience consisting of a target market that you might not have been able to reach otherwise. Influencer Marketing is one of the best ways to build your brand awareness in the jewellery industry, especially if you work with niche influencers that are engaging with their audience.

Builds Trust

If an influencer is endorsing your jewellery line and sharing it with their community, they are giving you the seal of approval, and their audience will listen to this and trust their judgement. Don’t forget that an influencer spends years building an audience that trusts what they say, so working with them will in turn increase your authority and trustworthiness in the jewellery industry.

Cost Effective

If you decide to just send your jewellery products to influencers for them to review, it will only cost you the price of the product plus delivery. If they have a large audience, the return on your investment will be huge. Even if you do decide to do some sponsored content with influencers, this will guarantee that your business will be seen by a large number of your target audience.

Related Blogs: How To Increase Your Twitter Reach In 7 Simple Steps

Now that you know what Influencer Marketing is, and how it can benefit your business, here are my three top tips:-

  1. Tell Your Story

Influencers aren’t just popular – they are viral. A piece of their content does drive sales for a brand, and gets your jewellery brand in front of hundreds of thousands of people, if not more. For this to be as beneficial as possible, have a story to tell that will connect with the influencer’s community.

  1. Set Goals

Don’t just go head first into working with an influencer without actually setting goals and expectations around what you want to achieve, especially if you are paying for them to promote your jewellery line. Set goals and expectations, but also stay as professional and friendly as possible, because the better the experience that the influencer has with you, the greater you would expect the positivity and enthusiasm towards your jewellery business to be.

Make sure you ask them for a media kit, as well as a breakdown of their follower demographics, so that you know what to expect.

  1. Choose Wisely

Start small. Why? Because you want to make sure it is going to work for you. Influencers with millions of follows charge a lot of money to talk about a product, so start with an influencer that has a small audience to test the validity of Influencer Marketing for your jewellery business.

Have you done any influencer marketing before and if so, did you achieve what you set out to achieve?

I always talk about getting online, using social media and other forms of digital marketing (including influencer marketing) to help with your jewellery business growth – and that’s important – but the bigger picture is what will make or break your business.

You need to be online. You need to be utilising the technology available. You need to have a website/landing page and be communicating with your customers on a regular basis through the digital world.

You’re probably reading this thinking “I’ve done all of this and it’s still not working”.

I want you to ask yourself the following four questions:

  1. Do you know how to measure your online success in the jewellery industry?
  2. Can you communicate with your audience in real-time on your website?
  3. Are you working collaboratively with your team?
  4. Do you know how to create the perfect content for your target audience?

Did you answer “NO” to any of the above questions?

Do you feel…

  • Unsure about technology for your business?
  • Desperate to make that digital transformation?
  • Like you don’t know where to start?

From the 1st August, I am going to be running a 30-day digital transformation that I want YOU to be a part of. It is completely complimentary, and you will receive an email a day with a tool that will help you with your digital transformation. If you would like to be a part of my 30-day digital transformation, sign up here.

Blog, Exhibiting, Industry, People

IJL Editors’ Choice Awards to Unveil Four New Category Winners at Olympia

by IJL •

In a change from previous years, a selection of industry media editors will decide on the winners in four coveted categories, including Exhibitor of the Year, during IJL 2017.

International Jewellery London has teamed up with a panel of industry editors to present four exhibitors with Editors’ Choice Awards at Olympia from September 3-5 2017.

Earlier this year, IJL announced that its long-standing exhibitor awards, Editors’ Choice, had been given a makeover with a range of new categories designed to celebrate innovation, creativity and technical skill.

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The first phase of this new iteration of Editors’ Choice was unveiled earlier this year, And now, the IJL Editors’ Choice Awards is gearing up for its second phase, giving experienced journalists and magazine editors from across the industry the chance to cast their all-important votes during the three days of IJL.

All IJL 2017 exhibitors, new and returning, will be eligible to win these awards and there is no entry process. Instead, the panel of six experienced editors will suggest worthy winners by casting an anonymous vote in the IJL Press Office. Their suggestions will be collated and presided over by IJL event director, Sam Willoughby, and luxury communications consultant, Claire Adler.

Each of the industry editors will suggest potential winners in the following four categories:

Designer to Watch
This Award will be presented to the designer that captures the attention and imagination of our judging panel; cutting through the competition at Olympia to showcase flair, creativity and commercial potential.

Show Stopper
Do you have a single piece of jewellery that is guaranteed to stop journalists in their tracks? The Show Stopper Award will be presented to the designer or brand with the single most impressive piece of IJL 2017.

Visual Excellence
Visual merchandising is crucial on the shop floor, online and at trade events. The Visual Excellence Award will highlight the best stand of IJL 2017, as voted for by our judges.

IJL Exhibitor of the Year
Undoubtedly the most coveted Editor’s Choice Award, the IJL Exhibitor of the Year accolade will be presented to the brand, designer or business that showcases flair, creativity, innovation and commercial vision – the whole package!

Winners in the Designer to Watch, Show Stopper and Visual Excellence categories will be unveiled during IJL, while the recipient of the IJL Exhibitor of the Year Award will be announced as part of a show review on September 6.

IJL event director, Sam Willoughby, comments: “At IJL, we are proud to have forged strong relationships with specialist trade magazines, journalists, bloggers and social media influencers. By giving these editors the chance to share their views, Editors’ Choice truly lives up to its name.

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“There is no entry process for the last four awards of Editors’ Choice, which means exhibitors will have an extra reason to put their best foot forward at the show. I wish all our exhibitors good luck and would like to thank our six editors for taking part.”

The winners of the first phase of Editors’ Choice in the three exclusive categories – Technical Trailblazer, Creative Originality and Commercial Mastermind – were The Rock Hound (stand Q38), Isabella Liu (stand R30) and Franco Florenzi (stand F28) respectively.

To discover more about this year’s Editors’ Choice Awards, please click here. Free registration for IJL is now open. Register NOW to ensure you receive your Essential Guide to the show and badge in the post.