Earlier on In the Loupe, we made some predictions (you might call them "educated guesses") about what was going to happen in 2022. So, were we right? Or did we lead you astray with some perhaps aspirational-but-not-realistic foresight? We are super excited to dive back in to some of those predictions and see if a career in fortune telling is in our future, or if we should stick to digital marketing and call it a day.

Thank you to our sponsor: INOX Men's Jewelry

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JCK, the biggest jewelry show in the Wester Hemisphere just ended last week, and Michael wanted to hear how it was so he invited Stuart Blessman, Director of Digital Marketing at Punchmark, to recap how the show was, what the buzz was about, and which parties he thought were best! If you didn't get to attend this year, you'll get a full recap here!

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Say, do you remember that Christmas ad Apple made a few years back that made everyone cry? Here's a secret: it doesn't matter which one you remember -- they come out with a new one every year, and they're mostly all tear-jerkers. These emotion-inducing ads are forms of impact-based advertisements. Impact-based ads do more than sell a product. They sell a company, its ideas, and its values, sometimes without ever mentioning a product. And if you're selling jewelry, a product that runs almost entirely on emotions... well, welcome to your new marketing strategy.

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Selling jewelry to men isn't the exact same process as selling jewelry to women. There's a different cadence to the sales transaction, with a focus on detailed specifics. Many jewelry stores are hesitant to jump in and start carrying men's jewelry in earnest, so we decided to speak with a jeweler who has cracked the code when it comes to selling jewelry to gents. Amanda from Nelson's Jewelry in Iowa talks about why she started selling to men, how the harvest season can impact the end of year sales volume, and what you can do to capitalize on the forgotten 50% of buyers.
Visit their website: nelsonjewelry.com
Thank you to our sponsor: INOX Men's Jewelry

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What's in a business name? It can mean everything to you, a banner that you and your employees rally around, and gives purpose and value to your business. For others, it can be as simple as appearing having a business name that appears in the front of the phone book so that more people call. And yet again, it could be as simple as the name of the owner(s). Mike interviewed a few business owners at the inaugural Punchmark Client Workshop about where their names originated. We hope you enjoy!

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Imagine trying to convince your grandma to buy a nice pair of diamond earrings online - chances are she'll be skeptical at best, and potentially horrified at the thought. But the data shows that even if Grandma might not be hopping on the bandwagon, many consumers are. Luxury e-commerce has grown significantly over the past few years, aided by pandemic shut-downs and consumers who see a well-designed website as equal to a showroom floor. This episode, we're diving into the stats, data, and stories about luxury e-commerce with a special guest from ClearSale, a leading e-commerce fraud protection company.
Learn About ClearSale: punchmark.com/clearsale
Enter the GemLoupe Giveaway: punchmark.com/loupe

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At some point in the year, you will probably be tasked with creating a marketing campaign. Regardless of whether it's for Black Friday, Christmas, or Valentine's Day, your goal should be the same: drive traffic to your brick and mortar showroom, and your digital showroom (aka, your website). Instead of starting from scratch for the hundredth time, listen to this episode for tips on how to follow a tried and true recipe for a successful digital marketing campaign that you just might find yourself replicating with every holiday season...

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You can't fix what you can't measure, so you need to be measuring everything! The state of play for online marketing is constantly shifting and adapting to the will of the Google Algorithm, and it is a full time job staying on top of what is working and is not. Mike speaks with Stuart and Hope about where things stand, how they've changed in just last few months, and what they do for our digital marketing clients to get them more e-commerce sales.

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2021 was one of the best years ever to be a jeweler. After the relative loss of 2020, most stores had record years last year and are continuing to see that success grow. Is this you? If you're considering expanding to a second or third location in the near future, there are some things you'll want to know about how to keep your business unique and thriving throughout multiple locations. This episode we are speaking with Howie from Robert Irwin Jewelers who has opened FIVE locations to uncover everything that goes into expanding a business without losing that familiarity that your long-time clients know and love.
Visit their website: rijewelers.com
Thank you to our sponsor: INOX Men's Jewelry

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Jewelry organizations are an important part of the jewelry ecosystem, providing a valuable mediation between vendors and retailers, and hosting annual trade shows where retailer members can experience valuable face time with the vendors they wish to carry in their store. Michael spoke with three board members of one of the biggest jewelry organizations in the world, RJO. RJO is unique in that it's member owned, and with the combined weight of 1200+ retailers and vendors, they feel they are only just getting started!

Learn More About RJO
rjomembers.com

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