In the Loupe

Digital Marketing is a compilation of techniques and tools focused on one thing: driving traffic to your business. The goal stays the same, but the techniques and tools are constantly evolving and shifting much like the internet itself. We talk about how the Digital Marketing landscape has changed in recent years, and try and predict where it will be heading soon.  Send us Fan Mail  Send feedback...

Most jewelry stores have been around for ten, if not a hundred, years. Amy Baird is an outlier, having opened The Hills Jewelry, in Worthington, OH, in 2018 with her husband. With almost no prior jewelry experience, Amy has learned an immense amount about running a business and the world of jewelry. Michael spoke with Amy about the successes, pitfalls, key decisions, and strategy that has led to o...

Okay, so you've figured out how to get potential customers to your site -- but have you made the sale yet? Conversions take people through the marketing funnel, from awareness to consideration and finally to that crucial decision. Converting an aware audience to one interested in making a purchase isn't not just a matter of saying "SHOP NOW!" over and over on your website. This...

After a two-year hiatus, people are desperate for in-person shopping, and in-store events are making a come back in a big way! However, it's not enough to just open a bag of chips and place your products out on the counter anymore. A successful in-store event requires planning, strategy, and -- above all -- a reason. Ensure your next event is a smash hit and learn what cutting-edge techniques...

SEO, or Search Engine Optimization, is one of the most important long-term investments you can make in your website. SEO's main goal is to get your website to show up on the very first page of any search results. And while this seems like a relatively simple goal, the rules are challenging. Google, the search site of choice for three-quarters of the world, is constantly changing their criteri...

It's taken many years of progress to get to e-commerce to the point it currently is at, and our guest this week, Dan Sirois, CPO & Co-Founder of Punchmark, has seen it through since the beginning. Dan is a leading mind in the jewelry e-commerce space, and continues to drive forward the industry's leading platform, no matter what the state of play looks like in the future. Send us Fan...

One of our most popular guests of Season 2 is back! Sebastian Velasquez from INOX Men's Jewelry is here to explain how to capitalize on three major jewelry sales periods that are often overlooked: graduation celebrations, Father's Day, and groomsmen gifts. Learn how to prepare your store and your marketing for this upcoming year and give your offseason a boost. Send us Fan Mail  Send fee...

Harry Styles made headlines as the first man to grace the cover of Vogue magazine -- wearing a dress. Even before the controversial photoshoot, men's fashion was starting to shift into a new era. Accessorizing and wearing bright colors has become more acceptable off the runway, and men are also starting to wear more jewelry. Tune in to this episode to hear how you can capitalize on this trend...

The future of clienteling looks a lot different than it has in the past, and expectations have changed. The difference between a customer and a client relies on the follow up skills of the business owner. That's why we decided to speak with Ryan from Clientbook about clienteling in 2022 and how you can convert one-time customers into long term clients. https://www.clientbook.com/ Send us Fan...

In the era of the internet and content saturation, finding a unique way to stand out from the competition is key to landing sales and building a loyal customer base. Luckily, there are some simple yet powerful tactics that you can employ to take your business to the next level. Join Alex, Joel, and Matt from The Smithee Group for their favorite strategies to help empower small businesses in the re...

Digital marketing is something that is difficult and hard to see success in without the knowledge of the market, but don’t worry because we’re here to help. On today’s episode, we have Alex from The Smithee Group, where she’ll go over their 2022 Marketing Guide. This guide is made to equip you with the knowledge and strategy to elevate your marketing to the next level. Send us Fan Mail  Send feedb...

It's too easy to set yourself up for (perceived) failure with unrealistic goals, but what metrics can you use to set achievable goals when it comes to e-commerce? E-commerce isn't all about getting immediate results, especially when it comes to luxury purchases like fine jewelry and haute couture. In this episode, we cover various ways you can set e-commerce goals, including conversions,...

Selling fine jewelry online is a bigger challenge than selling shoes or costume jewelry. The luxury goods market requires a different type of e-commerce presence than your typical retailer... or does it? Punchmark's 2021 best-selling client, Graziella Fine Jewellery , shares how they garnered so much success selling fine jewelry online -- and it might be a simpler strategy than you'd thi...

And we're back! Now in its third season, In the Loupe is here to answer all your e-commerce and retail jeweler questions. If you've ever wondered how to open a second or third location, want to know the trends for men's jewelry this year, or needed an update on digital marketing, this season is for you. Listen in to hear about everything we've got planned for our most epic seas...

What a year it's been! We had so much fun making this podcast and sharing cool guests and helpful knowledge with you each week. This episode is a wrap-up of the things we learned, stories we shared, and a compilation of our favorite moments from this past year (there were so many!). Join us as we go over the highlights from this season and share a few sneak peeks for what next year holds. We...

Pinterest is seeing a huge surge in use for retail businesses, with tools that are on par or better than other social media platforms. It inhabits the "dreamer" or "planning" stage of a project, which can allow retailers to build a unique bond with potential shoppers. Mike spoke with Sara from D Geller in Georgia, Deeb from Graziella Fine Jewellery in Ontario, two Punchmark cli...

Michael O'Connor has been there, done that, in the jewelry industry. He's worked as a designer, conceptualizing jewelry prior to the popularization of CAD software, he's started his own marketing firm, Style & Substance Inc, and worked at prestigious organizations like Frederick Goldman, Platinum Guild International, Couture, JCK, DeBeers. In addition to staring in his own TV sh...

Good copywriting doesn't stand out: it blends in. The copy on your website should act as a brand ambassador and point of connection with your customers. In this episode, we talk with professional writer Stephanie Momot Rhodes. She shares her perspective on the value of good copy and how it functions on your site to encourage specific user behavior. She also gives her top tips for those tasked...

The holidays are rapidly approaching (but you didn't really need us to tell you that). In the last-minute scramble to get ready for the flood of holiday shoppers, what should you be prioritizing, and what shouldn't you bother with in your limited time? We've got some advice on how to maximize your earning potential without sacrificing your sanity as you rush to accommodate each clie...

If business growth and development was a one size fits all endeavor, then there wouldn't be any need for this podcast. Fortunately for us, the route for growth that fits your business is completely unique, but one thing is for certain: it takes time. Patience is key and we want to explain how to track your incremental gains and ensure you are headed in the right direction.  Send us Fan Mail  ...

A strong website is an absolute MUST for a luxury business in 2021. We find that we are having similar conversations all over the country as we talk face-to-face with retailers, both big and small, so we've brought Thomas Cossuto on the podcast to explain the common misconceptions and questions regarding why a website makes sense in 2021. Tommy has attended well over 35 jewelry trade shows ar...

Marketing isn't always about making the sale. Gaining brand awareness, creating a community, and promoting meaningful interaction with your brand using social media and web presence are often better received than constant sales pushes, and they can actually result in more sales over a period of time. In this episode, we're doing one of our favorite things -- talking about our favorite br...

The fervor of Black Friday hasn't died away, but each year it has increasingly moved online as people shop from their phones in their pajamas, coffee in hand in the comfort of their own homes. As shopping shifts to the internet, is your store prepared to handle the increase in virtual traffic and the delivery and fulfillment? How can you use specific selling tactics to push certain inventory?...

Landing pages are the lighthouses to your store in an ocean of options. They bring in website traffic, tell customers a little bit about you and what you offer, and provide directions on ways to go next. If you already have a website, they're a pretty easy and inexpensive way to bring in new leads. But do they really work, and is it worth the effort to invest in establishing and maintaining l...

The social media space is ever changing, and can be confusing when viewed from a distance. Every business now-a-days has a Facebook and an Instagram, but have you ever considered how you use your Twitter? Or building your presence on Reddit? What about leveraging long form content from Twitch into mid length content on Youtube, or ultra short content on TikTok. Mike and Gasper break down Facebook,...