Jewelry Marketing 101

A woman walks into your gallery, spies a lovely piece of handcrafted jewelry and plunks down her credit card without even so much as asking the price.

Sound a little too easy? In this economy, it probably is. The reality is that when times are tough, jewelry retailers must market like never before—rethinking old strategies and using new tools. We talked to savvy gallery owners to find out what’s moving jewelry off the shelves and into the hands of happy customers.

Silver, Black & Gold

The jewelry artists in this collection have taken two distinctly different but equally successful paths: some incorporate unexpected materials like fiber with familiar metals; others reinvent silver and gold with unique surface techniques. The result? A dazzling selection of bold yet eminently wearable jewelry pieces.

No Pain, No Gain

Jenn Riggle is an associate vice president at CRT/tanaka, a public relations and marketing firm with offices across the country.

This past Christmas marked my one-year anniversary on Twitter. I thought I’d reflect on the tips and tricks I’ve learned about the social network over the past 12 months:

Jen Swearington

Jen Swearington took a winding road to her career as a full-time clothing designer. “Growing up in an unremarkable place made me want to get out, to travel,” she says. And she did.

The Indiana native hopped from the Herron School of Art and Design in Indianapolis to a short-lived apprenticeship at a tattoo shop in Gary, all the way to the Pratt Institute in New York City to study sculpture. And she still wasn’t sated. So she applied to the Savannah College of Art and Design, where she earned her master’s degree in fibers in 2000.