Blog Modules

Blog, Education, Products

Capturing the Allure of Pearls on Camera

by IJL • • 1 Comment

By Lucy Davies of Raw Pearls

Product photography is fast becoming an essential sales tool for retail jewellery outlets and, in particular, those with online platforms.

Yet sourcing imagery good enough to maximise engagement and sales is difficult for many retailers. This is because the level of quality afforded in product imagery is typically poor doing little to generate interest and that all important customer purchase.

Jewellery is notably one of the hardest consumer lines to capture confidently, creating an image that magnifies and accentuates its attraction and appeal. If done successfully it would take the consumer along a journey of inquisition and interest to want and desire.

Related Blogs: Social Media Marketing For Jewellery Retailers

Within the sector, pearl jewellery is amongst its most sought-after, exclusive lines presenting profitable sales opportunities to retailers. Yet in terms of product imagery it is the most difficult to photograph.

Recognising this challenge, and the importance of imagery in the consumer buying process, Raw Pearls has developed a new image library resource for clients allowing them to utilise professional pearl photography to generate sales.

The beautiful allure of pearls comes from their exquisitely unique appearance. They have an enchanting charm; one that makes it almost impossible to ignore. The surfaces of high quality pearls are smooth and clean – but also virtually luminous and it is this special lustre that is so difficult to capture on camera.

Related Blogs: 7 Tips On Boosting Sales With Images On Instagram

These pearls have what almost looks like an inner glow. It is so important for pearls to be photographed with this in mind so that the image that is delivered is engaging and thus supports that all important purchase conversion.

Top Tips for Photographing Pearls 

1. Don’t use too many light sources

One of the common errors in pearl photography is using too many light sources. The pearls’ spherical shape needs to be preserved in image form, and this can be distorted by creating too many confusing reflections. One light source will ensure only one ‘glow’ – meaning the shape of the pearl is true, by creating depth and form.

2. Be conscious of colour

Another key element to consider in ensuring pearls are represented accurately is colour. The wrong lighting and camera settings will lead to the colour of pearls being poorly reproduced. Camera settings such as white balance should be set correctly and vitally, post production editing needs to be carried out – with the product in front of you.

3. Consider your post-production choices

Post production editing is crucial. It is this skill that can make the difference between a good image and a professional one. At this stage, any blemishes in the image can be removed, focusing can be enhanced (by a technique called focus stacking) and other elements such as background, exposure and image size can all be adjusted.

Related Blogs: 5 Of The Best Royalty Free Image Websites

Here at Raw Pearls we decided to launch our new product image library after undertaking market research and discovering that millennials – the digital generation – make up over a quarter of the consumer market and that over 77% of them said they are influenced by images online and in store when they are shopping.

With clean white backgrounds and no watermarking or branding, our images can be used on any of our customer’s websites. Available in both high and low resolution, they can be used in many ways – whether on social media, or even in our customers’ own brochures or other print marketing materials, and at this year’s IJL we are excited to offer a core photography pack to jewellers opening new accounts.

Lucy Davies is a marketing and sales professional for Raw Pearls and also acts as their in-house photographer. She holds a BA (Hons) Photography and with over ten years experience she has exhibited at some of the UK’s leading regional art galleries.

IJL is #withyou bringing the expertise of exhibitors, visitors and retailers alike together in one place. Discover more top photography tips in the Skills Lab at IJL 2017. 

News

Countdown to IJL 2017: What’s New at Olympia This Year?

by IJL • • 1 Comment

IJL 2017 is set to inspire the industry this September over three vibrant days, with new show features and a superb showcase of over 500 companies from 32 countries, including a host of innovative debut designers and brands.

New show experiences include the newly themed seminar theatres, workshops and dedicated Skills Lab; a glimpse into the future in the Retail Experience Area; the new Watch Lounge; and Jewellery LIVE!, showcasing craftsmanship and technology at its best. Other ‘not to be missed’ highlights include the Trends Catwalk, previewing trends set to hit the High Street this Christmas and in Spring 2018, and a pool of cutting-edge new design talent from this year’s Bright Young Gems and KickStarters.

New Highlights for IJL 2017

New sights for 2017 include Jewellery LIVE!, which will offer a ‘behind the scenes’ showcase of craftsmanship and technology – from the bench to the powerful new techniques supporting creative ideas; from initial inspiration to beautifully finished pieces. The new Retail Experience Area is designed to help retailers explore new opportunities to develop the full in-store experience, to increase footfall and compete with online.

Companies such as The Aroma Company, 4D Projects, Innovare and Kesslers International will be on-hand to offer the most up-to-date advice on enhancing the in-store offer and providing a memorable interactive jewellery buying experience for customers.

Education Redefined

Alongside an inspirational line up of headline seminar speakers in the Inspiration Theatre, with industry luminaries like Stephen Webster, the new DIGIfest Theatre will feature a not-to-be missed social media programme. This will be headed up by Warren Knight, one of the top 100 Global Influencers and IJL’s Chief Social Media Editor, together with an array of high profile bloggers – outlining the fundamentals of social media, as well as more advanced sessions for the digital savvy.

The new Academy will feature knowledge forums with educational and business experts, and the new Skills Lab, sponsored by the NAJ, will offer visitors the best advice on important industry issues, such as security and workplace pensions. And last but not least is the special new Fair Luxury mini conference with thought-provoking topics and speakers on the last day of the show.

Trend Insight

Discovering new trends and looks to meet customer demand is at the heart of IJL and the thrice daily Trends Catwalk will feature the Spring/Summer 2018 jewellery trends, as well as the trends which will be so important for retailers this coming Christmas. Chosen by the new Trend Editor, Rachael Taylor – a freelance journalist specialising in jewellery – the trends are Chase the Rainbow, The Artisan, The Next Frontier, True Romance and Bridal – High Spirits.

Stars of the Future

Every year two groups of up and coming new young designers capture the interest of visitors looking for imaginative new designs and creativity. The Bright Young Gems are five graduating (or recently graduated) jewellery design students, selected by an eminent panel of consumer media experts, together with the British luxury fine jewellery designer, Shaun Leane. All follow in the successful footsteps of previous Bright Young Gems, including Pippa Small, Tomasz Donocik, Daisy Knights, Imogen Belfield and Fernando Jorge.

The Bright Young Gems are joined by the 2017 IJL KickStarters – flourishing new UK designers looking to take their business to the next stage. This annual mentoring programme is recognised as one of the most supportive programmes for new talent and provides invaluable marketing expertise thanks to IJL and the National Association of Jewellers.

The 10 chosen IJL KickStarters this year are: Claire Macfarlane Jewellery, Emily Kidson, Muscari Jewellery, Becky Dockree Jewellery, Raliegh Goss, Lucy Spink Jewellery, Heather Woof Jewellery, Rhona McCallum Jewellery, Alice Barnes and Oddical. Previous famous KickStarters include Imogen Belfield, Clarice Price Thomas, Claire English and Kristjan Eyjolfsson, to name but a few.

Winning Designs

The very successful and popular Editors’ Choice Awards celebrates some of the most unique and commercial jewellery collections and signature pieces on show at IJL. Now in its ninth year, a new format together with new categories has been introduced, reflecting the breadth of talent across all sectors at the show. Three category award winners have already been announced – Technical Trailblazer (The Rock Hound for their Chromanteq Bombe Rings), Creative Originality (Isabella Liu for her Sea Rhymes collection) and Commercial Mastermind (Franco Florenzi for their Bow and Arrow bracelets).

A further four new categories, the IJL Show Awards, will be judged at the show by an extended panel of key industry media. These categories will cover Designer to Watch, Show Stopper, Visual Excellence and the highly anticipated IJL Exhibitor of the Year.

International and UK Showcase

IJL attracts jewellery and watch companies from every sector – from fine jewellery and designer brands to fashion-led sterling silver jewellery and loose gemstones.

The international line-up this year includes an array of new and cutting-edge companies making their debut from Europe, including Bloch & Co. from Belgium, Les Georgettes from France, MoM of Sweden, Maria Dorai Raj from Ireland and Leonori and Maori from Italy. From Africa and the Middle East, brands include celebrity designer Penny Winter from Nairobi, Cara Jewellers and Kaina from Dubai, Elham & Issa Jewellery from Jordan, and UAB Koliz Vostok from Lithuania. All of them will be starring alongside acclaimed brands such as Bronzallure and Sif Jakobs.

From the UK, first-time high profile exhibitors like Kiki Carnegie, Dog Fever and Lucinda King will be showcasing their jewellery alongside such valued returning companies as Astley Clarke, Asteria Diamonds, Gecko, Yoko London and Continental Jewellery, together with major established brands like Charles Green, Domino and Gemex.

Free registration for IJL is now open. Visit www.jewellerylondon.com/register to ensure you receive your Essential Guide to the show and badge in the post.

IJL is #withyou offering innovation, newness and industry-leading content, both during our three day flagship event and throughout the year. Contact us to find out more. 

Education

How To Increase Your Twitter Reach In 7 Simple Steps

by Warren Knight • • 1 Comment

Twitter now has over 310 million monthly active users and 500 million people visiting the site each month without logging in, which shows that a potential prospect is turning to Twitter as a way of finding a product/service, without actually logging in.

 

The biggest question I get asked as a Social Media influencer is around Twitter reach, and how to effectively connect with more potential prospects in the jewellery industry.

 

I have been actively using Twitter since it launched, and having amassed a following of over 32,000, I receive a huge amount of daily engagement. I can attribute this engagement to increasing my reach, and building my brand online.

 

For you to fully understand how Twitter can be used for your jewellery business, here are seven simple steps for you to follow that will help you increase your Twitter reach.

 

  1. Get The Basics Right

The first step to achieving a stronger Twitter reach is to simply get the basics right. Have you added a profile picture, and a header image? Have you added your bio, and your website link? The basics are indeed the basics, but they can be easily forgotten when you are thinking about the higher level Twitter actions.

 

The jewellery industry is very visual, which means that the images you use to promote yourself or your business need to be high quality and easy to understand. Less is more. Think about your logo and how it represents your jewellery line, and whether your cover photo showcases your business and the products/services you sell.

 

  1. Understand The Twitter Do’s And Don’ts

After getting the basics right, you then need to look at what works on Twitter, and what doesn’t. Whilst every business has different goals they want to achieve and will use Twitter differently, there are some universal Twitter do’s and don’ts that when understood and implemented, can help you increase your Twitter reach as a jewellery business. Here are a few things you need to consider.

 

  • DON’T start Tweets with the @username: doing this will cut your reach as you are directing that Tweet at ONLY the @username, rather than encouraging conversation with other users.
  • DO use hashtags: there is a fine line between using too many hashtags, and not using any. Use between one and three hashtags for maximum reach, without looking like you are spamming your audience.
  • DON’T just talk about yourself: think about the 80/20 rule. Spend 80% of your time engaging with your audience, and 20% of the time talking about your jewellery business.
  • DO keep it short: with the new character rule in place, make sure that you are not using all of the 140-character limit. Keep your tweets between 110-115 characters to allow for people to reply to your Tweets.
  • DON’T engage with JUST your followers: broaden your reach. Whilst engaging with your already existing audience is the highest priority, look at conversations going on inside of Twitter within the jewellery industry as a way to further increase your reach.
  • DO Tweet often: for a jewellery business, my suggestion would be to Tweet around five times a day, at different times of the day to make sure that you are reaching your audience when they want to read your Tweets.

 

  1. Know WHEN To Tweet

Have you analysed your Twitter activity to find out when your audience are most engaging with what you are sharing? A simple tweak in when you are posting your content will heavily affect your reach.

 

Look at your Twitter Analytics to find out the best times to post during the day, and the days in particular that your audience are engaging with your content.

 

  1. Know WHAT To Tweet

Similar to understanding when you should be tweeting, you also need to understand the type of content that is getting the most engagement so that you can continue to give your audience what they are looking for.

 

Are they engaging with you when you are asking questions? Do they click on Tweets that lead to an interesting jewellery article? Are they reaching out to you on Twitter for customer service help? Analyse HOW they are engaging with you, and find out what is most important to them through the use of Twitter Polls.

 

  1. Interact With Jewellery Influencers

Getting engaged with your own audience is important, but to really increase your reach, look at who is influential in the jewellery industry, and engage with them on a daily basis through both the content you share, and the content they share.

 

A great way to tune out the noise, and to focus on what is being shared by jewellery influencers is to create Twitter Lists.

 

  1. Run A Competition/Giveaway

As a general rule of thumb, a promotion or giveaway does increase traffic, visibility, reach and engagement. Whilst it may be a small business cost, it is well worth doing if you want to generate leads, and increase reach.

 

Think about how you can run this giveaway for maximum impact, and how you can use hashtags to get people to enter, whilst also using your @username as a way of submitting an entry.

 

You don’t have to run the competition inside of Twitter, but if you decide to run the competition/giveaway inside of e.g. Facebook, make sure that part of entering is to engage with you in one way or another inside of Twitter.

 

  1. Make Sure You Have Your Twitter Icon On Your Website Homepage

The final step is to make sure that you have your Twitter icon on your website, so that your website visitors can connect with you on Twitter.

 

Remember that brand consistency is key, and you don’t know where a potential customer will find you online so make sure you have a Twitter icon that links through to your account on the homepage of your website so that your audience can engage with you in more than one place.

 

I hope that my seven steps to increasing your Twitter reach as a jewellery business, but I want to help you further.

 

In my NEW and EXCLUSIVE 1 hour webinar, I will share with you how I have become a verified Twitter user, and amassed a following of over 32,000 business owners.

 

Twitter is one of the most influential social networks, and if building your online identity, and growing a business is important to you, Twitter must be one of the social networks you are using on a daily basis to engage with your target audience in the jewellery industry.

 

In the modern world, every jewellery business needs to communicate with their customers through Social Media, and one of the best ways to do this is through Twitter.

 

To understand whether this webinar is for YOU, I have three questions I would like you to ask yourself:

  1. Do you know how to use all of Twitter’s features?
  2. Are you happy with the engagement and traffic you are generating through Twitter?
  3. Do you know how to find your target customers on Twitter?

 

If you answered NO to any of the above questions, this will be one of the best Twitter learning opportunities you’ll have this year, and it’s 100% free and certified!

 

Here’s Why You Should Care:

  • 71% of users say they use Twitter multiple times per day
  • 90% of Twitter users say they plan to purchase from the small businesses they follow
  • 84% of shoppers on Twitter use the platform to look for deals and product reviews
  • Twitter users shop nearly twice as much as non-Twitter users

 

In just 60 minutes I will take you through my formula to Twitter success that has helped me generate thousands of leads, and can be attributed to a 6-figure income. Be sure to sign up here, and join me on the 19th July on my live, and certified webinar!

Blog, Industry, Products

Countdown to IJL 2017: What to Expect from UJT

by IJL • • 1 Comment

International Jewellery London catches up with Joel Storfer, director of premium exhibitor, UJT, to find out what they will be offering the trade in 2017.

Find out more about UJT by visiting their Exhibitor Listing, or take a look at the company’s website, here.

Q. How have the last 12 months been for UJT?

The last twelve months have been buzzing with excitement about further new development in our diamond section. We now have an offering of the UJT Semi Mount Collection, as well as further development on our ETs. The new catalogue due to come out in time for IJL will feature these additions and changes with a greater emphasis on the diamond section than our previous editions.

Q. Have you had any surprising best-sellers in recent months, or perhaps a particular gemstone has proved popular?

In terms of a particular gem stone, we find that emeralds are immensely popular and very strong. Perhaps this reflects a general trend on ‘going green’…

Q. What will you be launching at IJL this year?

Semi mounts! Halo and non-halo, these have never been shown at IJL before. They are available in several different diamond shoulder designs and in two basic qualities: 18K G-SI2 and PT G-SI1 for seven different centre stone sizes ranging from 0.25Ct to 2.00Ct.

UJT Premium Exhibitor IJL 2017

Q. What do you think customers should know about your business and how you differ from others?

90% of UJT jewellery is manufactured in-house, using materials that have been sourced by UJT staff. The net result is superiour looking jewellery at affordable price points.

Q. What are your best-selling lines or profiles?

We supply a variety of regions and find that coloured stone with diamonds collections are very strong up north, whereas in the south plain diamond is much more popular. This is due to regional fashion and tastes but the divide seems quite distinct. Having said that, there is plenty of cross over, too.

Q. Your website looks great! Is this a new development for you and do you consider UJT a brand now as well as a supplier?

Our website was launched a year and a half ago and we are always working on improving and updating it even further as collections change and evolve. We do not consider UJT a brand, however, the UJT name is synonymous with our company mantra: Excellent price. Excellent service. Excellent quality.

Q. You have a bespoke area on your website with a white label and POS offer, could you tell us a little bit more about this?

For larger retail customers, we provide not only jewellery products but also branding and supporting POS materials which are available via our art department.

Don’t miss IJL from September 3-5 2017. Register for free today and start planning your visit now.  IJL is #withyou offering 365-day marketing and business support, contact us to find out more. 

Blog, Education, Products

Capturing the Allure of Pearls on Camera

by IJL • • 1 Comment

By Lucy Davies of Raw Pearls

Product photography is fast becoming an essential sales tool for retail jewellery outlets and, in particular, those with online platforms.

Yet sourcing imagery good enough to maximise engagement and sales is difficult for many retailers. This is because the level of quality afforded in product imagery is typically poor doing little to generate interest and that all important customer purchase.

Jewellery is notably one of the hardest consumer lines to capture confidently, creating an image that magnifies and accentuates its attraction and appeal. If done successfully it would take the consumer along a journey of inquisition and interest to want and desire.

Related Blogs: Social Media Marketing For Jewellery Retailers

Within the sector, pearl jewellery is amongst its most sought-after, exclusive lines presenting profitable sales opportunities to retailers. Yet in terms of product imagery it is the most difficult to photograph.

Recognising this challenge, and the importance of imagery in the consumer buying process, Raw Pearls has developed a new image library resource for clients allowing them to utilise professional pearl photography to generate sales.

The beautiful allure of pearls comes from their exquisitely unique appearance. They have an enchanting charm; one that makes it almost impossible to ignore. The surfaces of high quality pearls are smooth and clean – but also virtually luminous and it is this special lustre that is so difficult to capture on camera.

Related Blogs: 7 Tips On Boosting Sales With Images On Instagram

These pearls have what almost looks like an inner glow. It is so important for pearls to be photographed with this in mind so that the image that is delivered is engaging and thus supports that all important purchase conversion.

Top Tips for Photographing Pearls 

1. Don’t use too many light sources

One of the common errors in pearl photography is using too many light sources. The pearls’ spherical shape needs to be preserved in image form, and this can be distorted by creating too many confusing reflections. One light source will ensure only one ‘glow’ – meaning the shape of the pearl is true, by creating depth and form.

2. Be conscious of colour

Another key element to consider in ensuring pearls are represented accurately is colour. The wrong lighting and camera settings will lead to the colour of pearls being poorly reproduced. Camera settings such as white balance should be set correctly and vitally, post production editing needs to be carried out – with the product in front of you.

3. Consider your post-production choices

Post production editing is crucial. It is this skill that can make the difference between a good image and a professional one. At this stage, any blemishes in the image can be removed, focusing can be enhanced (by a technique called focus stacking) and other elements such as background, exposure and image size can all be adjusted.

Related Blogs: 5 Of The Best Royalty Free Image Websites

Here at Raw Pearls we decided to launch our new product image library after undertaking market research and discovering that millennials – the digital generation – make up over a quarter of the consumer market and that over 77% of them said they are influenced by images online and in store when they are shopping.

With clean white backgrounds and no watermarking or branding, our images can be used on any of our customer’s websites. Available in both high and low resolution, they can be used in many ways – whether on social media, or even in our customers’ own brochures or other print marketing materials, and at this year’s IJL we are excited to offer a core photography pack to jewellers opening new accounts.

Lucy Davies is a marketing and sales professional for Raw Pearls and also acts as their in-house photographer. She holds a BA (Hons) Photography and with over ten years experience she has exhibited at some of the UK’s leading regional art galleries.

IJL is #withyou bringing the expertise of exhibitors, visitors and retailers alike together in one place. Discover more top photography tips in the Skills Lab at IJL 2017. 

News

Countdown to IJL 2017: What’s New at Olympia This Year?

by IJL • • 1 Comment

IJL 2017 is set to inspire the industry this September over three vibrant days, with new show features and a superb showcase of over 500 companies from 32 countries, including a host of innovative debut designers and brands.

New show experiences include the newly themed seminar theatres, workshops and dedicated Skills Lab; a glimpse into the future in the Retail Experience Area; the new Watch Lounge; and Jewellery LIVE!, showcasing craftsmanship and technology at its best. Other ‘not to be missed’ highlights include the Trends Catwalk, previewing trends set to hit the High Street this Christmas and in Spring 2018, and a pool of cutting-edge new design talent from this year’s Bright Young Gems and KickStarters.

New Highlights for IJL 2017

New sights for 2017 include Jewellery LIVE!, which will offer a ‘behind the scenes’ showcase of craftsmanship and technology – from the bench to the powerful new techniques supporting creative ideas; from initial inspiration to beautifully finished pieces. The new Retail Experience Area is designed to help retailers explore new opportunities to develop the full in-store experience, to increase footfall and compete with online.

Companies such as The Aroma Company, 4D Projects, Innovare and Kesslers International will be on-hand to offer the most up-to-date advice on enhancing the in-store offer and providing a memorable interactive jewellery buying experience for customers.

Education Redefined

Alongside an inspirational line up of headline seminar speakers in the Inspiration Theatre, with industry luminaries like Stephen Webster, the new DIGIfest Theatre will feature a not-to-be missed social media programme. This will be headed up by Warren Knight, one of the top 100 Global Influencers and IJL’s Chief Social Media Editor, together with an array of high profile bloggers – outlining the fundamentals of social media, as well as more advanced sessions for the digital savvy.

The new Academy will feature knowledge forums with educational and business experts, and the new Skills Lab, sponsored by the NAJ, will offer visitors the best advice on important industry issues, such as security and workplace pensions. And last but not least is the special new Fair Luxury mini conference with thought-provoking topics and speakers on the last day of the show.

Trend Insight

Discovering new trends and looks to meet customer demand is at the heart of IJL and the thrice daily Trends Catwalk will feature the Spring/Summer 2018 jewellery trends, as well as the trends which will be so important for retailers this coming Christmas. Chosen by the new Trend Editor, Rachael Taylor – a freelance journalist specialising in jewellery – the trends are Chase the Rainbow, The Artisan, The Next Frontier, True Romance and Bridal – High Spirits.

Stars of the Future

Every year two groups of up and coming new young designers capture the interest of visitors looking for imaginative new designs and creativity. The Bright Young Gems are five graduating (or recently graduated) jewellery design students, selected by an eminent panel of consumer media experts, together with the British luxury fine jewellery designer, Shaun Leane. All follow in the successful footsteps of previous Bright Young Gems, including Pippa Small, Tomasz Donocik, Daisy Knights, Imogen Belfield and Fernando Jorge.

The Bright Young Gems are joined by the 2017 IJL KickStarters – flourishing new UK designers looking to take their business to the next stage. This annual mentoring programme is recognised as one of the most supportive programmes for new talent and provides invaluable marketing expertise thanks to IJL and the National Association of Jewellers.

The 10 chosen IJL KickStarters this year are: Claire Macfarlane Jewellery, Emily Kidson, Muscari Jewellery, Becky Dockree Jewellery, Raliegh Goss, Lucy Spink Jewellery, Heather Woof Jewellery, Rhona McCallum Jewellery, Alice Barnes and Oddical. Previous famous KickStarters include Imogen Belfield, Clarice Price Thomas, Claire English and Kristjan Eyjolfsson, to name but a few.

Winning Designs

The very successful and popular Editors’ Choice Awards celebrates some of the most unique and commercial jewellery collections and signature pieces on show at IJL. Now in its ninth year, a new format together with new categories has been introduced, reflecting the breadth of talent across all sectors at the show. Three category award winners have already been announced – Technical Trailblazer (The Rock Hound for their Chromanteq Bombe Rings), Creative Originality (Isabella Liu for her Sea Rhymes collection) and Commercial Mastermind (Franco Florenzi for their Bow and Arrow bracelets).

A further four new categories, the IJL Show Awards, will be judged at the show by an extended panel of key industry media. These categories will cover Designer to Watch, Show Stopper, Visual Excellence and the highly anticipated IJL Exhibitor of the Year.

International and UK Showcase

IJL attracts jewellery and watch companies from every sector – from fine jewellery and designer brands to fashion-led sterling silver jewellery and loose gemstones.

The international line-up this year includes an array of new and cutting-edge companies making their debut from Europe, including Bloch & Co. from Belgium, Les Georgettes from France, MoM of Sweden, Maria Dorai Raj from Ireland and Leonori and Maori from Italy. From Africa and the Middle East, brands include celebrity designer Penny Winter from Nairobi, Cara Jewellers and Kaina from Dubai, Elham & Issa Jewellery from Jordan, and UAB Koliz Vostok from Lithuania. All of them will be starring alongside acclaimed brands such as Bronzallure and Sif Jakobs.

From the UK, first-time high profile exhibitors like Kiki Carnegie, Dog Fever and Lucinda King will be showcasing their jewellery alongside such valued returning companies as Astley Clarke, Asteria Diamonds, Gecko, Yoko London and Continental Jewellery, together with major established brands like Charles Green, Domino and Gemex.

Free registration for IJL is now open. Visit www.jewellerylondon.com/register to ensure you receive your Essential Guide to the show and badge in the post.

IJL is #withyou offering innovation, newness and industry-leading content, both during our three day flagship event and throughout the year. Contact us to find out more. 

Education

How To Increase Your Twitter Reach In 7 Simple Steps

by Warren Knight • • 1 Comment

Twitter now has over 310 million monthly active users and 500 million people visiting the site each month without logging in, which shows that a potential prospect is turning to Twitter as a way of finding a product/service, without actually logging in.

 

The biggest question I get asked as a Social Media influencer is around Twitter reach, and how to effectively connect with more potential prospects in the jewellery industry.

 

I have been actively using Twitter since it launched, and having amassed a following of over 32,000, I receive a huge amount of daily engagement. I can attribute this engagement to increasing my reach, and building my brand online.

 

For you to fully understand how Twitter can be used for your jewellery business, here are seven simple steps for you to follow that will help you increase your Twitter reach.

 

  1. Get The Basics Right

The first step to achieving a stronger Twitter reach is to simply get the basics right. Have you added a profile picture, and a header image? Have you added your bio, and your website link? The basics are indeed the basics, but they can be easily forgotten when you are thinking about the higher level Twitter actions.

 

The jewellery industry is very visual, which means that the images you use to promote yourself or your business need to be high quality and easy to understand. Less is more. Think about your logo and how it represents your jewellery line, and whether your cover photo showcases your business and the products/services you sell.

 

  1. Understand The Twitter Do’s And Don’ts

After getting the basics right, you then need to look at what works on Twitter, and what doesn’t. Whilst every business has different goals they want to achieve and will use Twitter differently, there are some universal Twitter do’s and don’ts that when understood and implemented, can help you increase your Twitter reach as a jewellery business. Here are a few things you need to consider.

 

  • DON’T start Tweets with the @username: doing this will cut your reach as you are directing that Tweet at ONLY the @username, rather than encouraging conversation with other users.
  • DO use hashtags: there is a fine line between using too many hashtags, and not using any. Use between one and three hashtags for maximum reach, without looking like you are spamming your audience.
  • DON’T just talk about yourself: think about the 80/20 rule. Spend 80% of your time engaging with your audience, and 20% of the time talking about your jewellery business.
  • DO keep it short: with the new character rule in place, make sure that you are not using all of the 140-character limit. Keep your tweets between 110-115 characters to allow for people to reply to your Tweets.
  • DON’T engage with JUST your followers: broaden your reach. Whilst engaging with your already existing audience is the highest priority, look at conversations going on inside of Twitter within the jewellery industry as a way to further increase your reach.
  • DO Tweet often: for a jewellery business, my suggestion would be to Tweet around five times a day, at different times of the day to make sure that you are reaching your audience when they want to read your Tweets.

 

  1. Know WHEN To Tweet

Have you analysed your Twitter activity to find out when your audience are most engaging with what you are sharing? A simple tweak in when you are posting your content will heavily affect your reach.

 

Look at your Twitter Analytics to find out the best times to post during the day, and the days in particular that your audience are engaging with your content.

 

  1. Know WHAT To Tweet

Similar to understanding when you should be tweeting, you also need to understand the type of content that is getting the most engagement so that you can continue to give your audience what they are looking for.

 

Are they engaging with you when you are asking questions? Do they click on Tweets that lead to an interesting jewellery article? Are they reaching out to you on Twitter for customer service help? Analyse HOW they are engaging with you, and find out what is most important to them through the use of Twitter Polls.

 

  1. Interact With Jewellery Influencers

Getting engaged with your own audience is important, but to really increase your reach, look at who is influential in the jewellery industry, and engage with them on a daily basis through both the content you share, and the content they share.

 

A great way to tune out the noise, and to focus on what is being shared by jewellery influencers is to create Twitter Lists.

 

  1. Run A Competition/Giveaway

As a general rule of thumb, a promotion or giveaway does increase traffic, visibility, reach and engagement. Whilst it may be a small business cost, it is well worth doing if you want to generate leads, and increase reach.

 

Think about how you can run this giveaway for maximum impact, and how you can use hashtags to get people to enter, whilst also using your @username as a way of submitting an entry.

 

You don’t have to run the competition inside of Twitter, but if you decide to run the competition/giveaway inside of e.g. Facebook, make sure that part of entering is to engage with you in one way or another inside of Twitter.

 

  1. Make Sure You Have Your Twitter Icon On Your Website Homepage

The final step is to make sure that you have your Twitter icon on your website, so that your website visitors can connect with you on Twitter.

 

Remember that brand consistency is key, and you don’t know where a potential customer will find you online so make sure you have a Twitter icon that links through to your account on the homepage of your website so that your audience can engage with you in more than one place.

 

I hope that my seven steps to increasing your Twitter reach as a jewellery business, but I want to help you further.

 

In my NEW and EXCLUSIVE 1 hour webinar, I will share with you how I have become a verified Twitter user, and amassed a following of over 32,000 business owners.

 

Twitter is one of the most influential social networks, and if building your online identity, and growing a business is important to you, Twitter must be one of the social networks you are using on a daily basis to engage with your target audience in the jewellery industry.

 

In the modern world, every jewellery business needs to communicate with their customers through Social Media, and one of the best ways to do this is through Twitter.

 

To understand whether this webinar is for YOU, I have three questions I would like you to ask yourself:

  1. Do you know how to use all of Twitter’s features?
  2. Are you happy with the engagement and traffic you are generating through Twitter?
  3. Do you know how to find your target customers on Twitter?

 

If you answered NO to any of the above questions, this will be one of the best Twitter learning opportunities you’ll have this year, and it’s 100% free and certified!

 

Here’s Why You Should Care:

  • 71% of users say they use Twitter multiple times per day
  • 90% of Twitter users say they plan to purchase from the small businesses they follow
  • 84% of shoppers on Twitter use the platform to look for deals and product reviews
  • Twitter users shop nearly twice as much as non-Twitter users

 

In just 60 minutes I will take you through my formula to Twitter success that has helped me generate thousands of leads, and can be attributed to a 6-figure income. Be sure to sign up here, and join me on the 19th July on my live, and certified webinar!

Blog, Industry, Products

Countdown to IJL 2017: What to Expect from UJT

by IJL • • 1 Comment

International Jewellery London catches up with Joel Storfer, director of premium exhibitor, UJT, to find out what they will be offering the trade in 2017.

Find out more about UJT by visiting their Exhibitor Listing, or take a look at the company’s website, here.

Q. How have the last 12 months been for UJT?

The last twelve months have been buzzing with excitement about further new development in our diamond section. We now have an offering of the UJT Semi Mount Collection, as well as further development on our ETs. The new catalogue due to come out in time for IJL will feature these additions and changes with a greater emphasis on the diamond section than our previous editions.

Q. Have you had any surprising best-sellers in recent months, or perhaps a particular gemstone has proved popular?

In terms of a particular gem stone, we find that emeralds are immensely popular and very strong. Perhaps this reflects a general trend on ‘going green’…

Q. What will you be launching at IJL this year?

Semi mounts! Halo and non-halo, these have never been shown at IJL before. They are available in several different diamond shoulder designs and in two basic qualities: 18K G-SI2 and PT G-SI1 for seven different centre stone sizes ranging from 0.25Ct to 2.00Ct.

UJT Premium Exhibitor IJL 2017

Q. What do you think customers should know about your business and how you differ from others?

90% of UJT jewellery is manufactured in-house, using materials that have been sourced by UJT staff. The net result is superiour looking jewellery at affordable price points.

Q. What are your best-selling lines or profiles?

We supply a variety of regions and find that coloured stone with diamonds collections are very strong up north, whereas in the south plain diamond is much more popular. This is due to regional fashion and tastes but the divide seems quite distinct. Having said that, there is plenty of cross over, too.

Q. Your website looks great! Is this a new development for you and do you consider UJT a brand now as well as a supplier?

Our website was launched a year and a half ago and we are always working on improving and updating it even further as collections change and evolve. We do not consider UJT a brand, however, the UJT name is synonymous with our company mantra: Excellent price. Excellent service. Excellent quality.

Q. You have a bespoke area on your website with a white label and POS offer, could you tell us a little bit more about this?

For larger retail customers, we provide not only jewellery products but also branding and supporting POS materials which are available via our art department.

Don’t miss IJL from September 3-5 2017. Register for free today and start planning your visit now.  IJL is #withyou offering 365-day marketing and business support, contact us to find out more.