July 15, 2025 • 20 mins
It’s no secret that summer can be a slower season for retail, and the jewelry industry is no exception. After the excitement of spring engagements and before the holiday shopping season ramps up, many jewelers experience a noticeable dip in foot traffic and sales. But a summer slowdown doesn’t have to mean a complete stall in business.
This time of year offers a unique opportunity to refocus on services that deepen customer relationships and encourage visits - without relying solely on high-ticket purchases. If you’re feeling the effects of the seasonal slump, here are a few proven strategies to keep your store top-of-mind and your doors open to more customers.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:18):
Welcome to In the Loop that Hope highlights that
jewelers can use to break thesummer slump.
Right now, when we look ate-commerce trends, we see that
summer is definitely whenthere's the fewest transactions
when it comes to e-commerce.
There's no real major holidaysto kind of push behind, and a
lot of times you just got to becreative as a retailer and find
(00:41):
ways to market your store.
And Hope makes a great pointabout getting behind things like
services, so cleaning yourjewelry and incentivizing people
to come in, maybe with adiscount code or something like
that, and get them to come intothe store and take a look around
.
I think it's a really cool talk.
It's a little bit quicker, butit also talks about some of the
ways that you can get behindmarketing those services and
(01:04):
kind of see if you can break outof the summer slump.
Hopefully you enjoy thisquicker episode.
We'll be back next week Tuesdaywith another episode.
Cheers.
Speaker 2 (01:15):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:35):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
just for you.
It's never too late totransform your business and
(01:57):
stitch together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmarkcom.
Slash go.
Speaker 1 (02:09):
And now back to the show.
What is up everybody.
My name is Michael Burpo.
I'm joined by Hope Belair,digital marketing team manager
at Punchmark.
How are you doing today, hope?
Speaker 3 (02:24):
I'm doing swell.
How are you, Mike?
Speaker 1 (02:25):
I'm doing all right.
It's the middle of the summer,we just had Fourth of July and
I'm feeling a little bit of asummer slump.
How do I beat that Hope?
If I was a jeweler?
How am I beating the summerslump?
Speaker 3 (02:37):
Beating the summer slump is actually a little
easier than you would expect.
This is a great time forjewelers and everybody to kind
of focus on your services.
What is bringing people intothe store as far as jewelry,
cleaning, polishing, appraisals,gold buying all this fun stuff,
because at this time you'rekind of competing with vacations
(03:00):
, obviously, and being outsidein the fun summer sun, even if
it is hot.
So a lot of different thingsthat jewelers can do.
As far as beating that summerslump, getting people into the
store and maybe getting some lowticket sales associated with it
, are sending that six month youknow email to your clients that
bought an engagement ring inJanuary.
(03:22):
It's definitely time for themto get it cleaned, checked up
and polished, make sure it lookssparkly for the upcoming season
, especially in the holidays,and that's a good time for them
to start looking around thestore, say, hey, I know quarter
four is coming up, the holidaysare coming up and why not start
your shopping now?
Create a little bit of awishlist and get some people
(03:45):
into the store that way.
Speaker 1 (03:47):
Yeah, you know, what's really interesting is at
the client workshop.
I was talking to a lot of ourclients and one thing I thought
was very interesting is I wastalking with Cole at Wares and
he was telling me how muchbusiness they do through watch,
battery repair or swap whateverthey call it, replacements.
Watch battery replacements.
(04:07):
There you go, that's the rightword.
And he was explaining to mejust how much money they do just
off watch, battery replacements.
And he's like, yeah, they're alittle pain in the neck, you
know, sometimes they're a littlefinicky.
But man, if we cut that outwe'd be cutting out a lot of
business.
And I guess I never reallythought about the fact that
these repairs are probably apretty reasonable line item for
(04:31):
a lot of these stores.
How do you recommend they startactually marketing this?
So you said we should startmarketing.
Is that in the form of emailsor just emails?
Or how do you recommend thatthey start reaching out?
Speaker 3 (04:45):
Honestly, it could be as simple as a social media
post to start, just because,again, that is the best free,
cost-effective way to do it.
And then there's diving intoyour email marketing and saying,
hey, send out that email thatsays we need get your jewelry
cleaned.
And then, if they didn't openit let's say in two or three
(05:07):
days you create a follow-upsequence that says, hey, I
noticed, you know you boughtthis ring or pendant, whatever
In the last six months.
It is time to get itprofessionally cleaned.
And you know it's funny I wastalking to my, my mother the
other day and she was wearingher anniversary ring as her
engagement ring that my dad gotfor her, I think 15 years ago at
(05:30):
this point, and I looked at herand I said, yeah, did you ever
get that professionally cleaned?
And she said no, and she didn'teven know that that was
something that needed to be done.
So I told her you know, hey,we've got a lot of jewelry
stores in the area.
Maybe you just pop in.
Most of them do free jewelrycleaning and then you can look
(05:51):
around to see what you mightlike for your upcoming
anniversary and Christmas.
Speaker 1 (05:58):
That's really interesting.
I guess I didn't really thinkthat people wouldn't know about
jewelry cleaning.
That's a really good point.
All right, everybody, we'regoing to take a quick break and
hear a word from our sponsor.
The second set of jewelry showsare back and everyone at
(06:18):
Punchmark wants to see you atIGO Indianapolis and RGO
Schaumburg.
We've got some great deals onthe table as well.
Retailers get 15% off yourdesign by making an appointment,
or save 30% by bundling any ofPunchmark's digital marketing
plans at the show.
Clients cash in on your loyaltyand get 5% off your upgrade for
(06:42):
every year you've been aPunchmark client.
That's up to 80% off thepre-financed price for our most
loyal customers.
80% off, that's like prettymuch free.
Or clients can sign up for oneof our more comprehensive
digital marketing plans and gettheir new theme actually for
free.
Wow, it's a hell of a deal.
Anyways, make your appointmentat punchmartcom, slash
(07:03):
appointments and now back to theshow and we're back.
One of the things I wasthinking about is I've just been
really on the vertical videoslately, like reels.
(07:24):
They're sucking away my lifeand I think a really good reel
that I think would performpretty well is something about
putting on sunscreen with yourhands.
Speaker 2 (07:36):
Absolutely.
Speaker 1 (07:37):
And then talking about how it gunks up and dims
your uh, your stones, forexample, like taking your your
sunscreen and putting it on andthen showing like a before and
after for, like, what thesurface of a stone looks like
like if you have a we did a thisisn't a sponsorship, but, uh,
the gem loop.
I think that those are one ofthose things that could
(07:58):
definitely, um, kind of be used.
That would be like, hey, here'swhat your jewelry looks like
when it's freshly cleaned andhere's what it looks like after
you use sunscreen, and likemaybe put some sunscreen on your
hands and then show it.
That's the kind of thing thatpeople know that they should be,
you know, cleaning theirjewelry.
People know that they should bewashing their, their hands, but
it's when you start to see likeon a bacterial or
(08:21):
microbacterial level.
I feel like it really drivesthe point home exactly, I agree.
Speaker 3 (08:27):
And you know, the real portion of it can literally
just be the store owner puttinglotion on her hands or his
hands with a bunch of rings on.
That's easy enough.
And same thing with, like youknow, maybe you're on a vacation
and you're wearing yournecklace and you're getting
sunscreen with your neck Easyenough, it can be as simple as
10 to 15 seconds, maybe even six, who knows.
(08:49):
But creating an initial postlike that definitely helps and
definitely gets to see like, oh,the sparkle isn't as good when
it's been applied for, let's say, in my mom's case, 15 years and
didn't know that she should getit professionally cleaned.
And I mean, but yeah, and thenafter the reels portion of
(09:12):
things, if you wanted to divedeeper and get that email out
and then maybe create a smallbudget ad campaign specifically
on Meta that is going to boostthat reel that you had just
created, now that can go, let'ssay, to a 10-mile radius if
you're in the city, 20, 30-mileradius if you're in a rural area
, and really just get peopleinto the store to say, hey, it's
(09:35):
summer vacation, everyone has alittle bit more time on their
hands, generally speaking, andcan come and view a jewelry
store and get everything readyfor the quarter four.
Rush hits.
Speaker 1 (09:48):
Yeah, I think, just in looking at our e-commerce
metric reports, is July isdefinitely one of the lowest
months for e-commerce.
August is actually a little bitbetter, but September and
October are both pretty mid, ifwe're being totally honest.
I think that, starting thecombination, I think it would
just be just plan out like threeor four solid posts and put
(10:13):
those together.
When it comes to the emails,sometimes I'm kind of loathe for
us to give advice if it's forclients that they're not going
to be able to easily follow ontheir own.
Do most of our clients in yourexperience, do most of our
clients that aren't marketingclients already have like an
(10:34):
email list that they can easilyreach out to, that's you know,
that's already exported, thatthey're able to kind of have
tangibly?
Speaker 3 (10:42):
Absolutely yeah.
So in my experience, everybodythat has a jewelry store
obviously does have a bit of anemail list through the edge,
generally speaking, and they canexport that easily enough to
send out.
I mean, even if you don't have,let's say, Constant Contact or
Claviyo or one of those biggeremail providers, if you wanted
(11:02):
to just segment those lists orthat list to the people that
have been in over the last sixmonths and come up with
different lists, let's say sixmonths, yes, a year over one
year.
And then let's say your oldestclients and come up with
different messaging for each,Obviously six months.
They've been in there in thelast six months.
(11:23):
You can say, hey, we appreciatedyou stopping by earlier this
year just letting you know it istime for a ring cleaning.
Or let's say this idea thereOver a year, same thing, like
hey, it's been a while sincewe've seen you, Come on in,
We'll clean your jewelry forfree.
And then, when you're gettinginto the older segments, like
over two to five years, say hey,actually maybe we need to
(11:49):
appraise some of your jewelrybecause what you bought it for
may not be what it's worth now.
It might've increased in value.
Or maybe they're looking toremount, resize, custom design
something.
Speaker 1 (12:04):
Maybe that's an older piece that you could initially
start a project with.
Do you find that combiningthese services into like a
landing page is the best route?
Because, unfortunately, when itcomes to these things, you
can't really sell jewelrycleaning in an e-commerce
platform.
It's not really our strength.
However, sometimes I feel likeyou can convert onto your
(12:27):
landing page as a service, bringpeople into a service and then,
just by getting them onto yourwebsite, you can retarget.
Is that kind of the end goal?
Them onto your website you canretarget.
Is that kind of the end goal?
Just because, look, not allabout the money.
There is loyalty to be won, butit feels like again with
jewelry, it's almost like, yes,you can make some dollars off of
(12:53):
the servicing of it, butobviously the main goal is
probably going to be to sell itright.
So how are you sort ofconverting that on a digital
format?
Speaker 3 (13:01):
So not to toot our own horn, I guess, but Punchmark
does have a great jewelryservices automatic page that
pops up and that's somethingthat we can definitely remarket
and retarget based on thatspecific landing page.
But if we're looking to expandon that landing page and, let's
(13:22):
say, come up with more of acustom jewelry services landing
page that can be tailored moreto your experience whether that
be, maybe you specialize in,obviously, custom design, but
maybe you specialize inredesigning pendants, that sets
you apart from your competitorsand stuff like that and from
there you have a form that youcan fill out, or our custom
(13:44):
wizard that is embedded in there, and then after that you can
say, hey, actually, while you'redoing this, let's polish it,
etc.
Just having like a nice customlanding page that sets you apart
from the difference or, excuseme, your competitors, can
definitely make the difference.
Now, especially if you'rerunning that low budget ad,
(14:05):
driving traffic to that pagespecifically is going to give
your audience a bit more of acurated experience and tell them
a little bit more about yourstory.
Versus, let's say, okay, wejust offer jewelry ring cleaning
, why should they come to youfor that specifically?
Maybe it's.
You know, you guys have adifferent technique than others.
You know there's a lot ofdifferent ways to differentiate
(14:26):
yourself.
But driving people to thatlanding page and having a
landing page specifically forservices while it may seem
mundane and definitely isn't thenumber one aspect of your
business, let's say, andsomething that you don't want to
focus on, but it is still animportant part of the business
and then from there, obviously,if someone new interacts with
(14:46):
that, then you can remarket tothem with other things as far as
like okay, we created this ad.
It was a new customer that cameto this services landing page,
but at least we know thatthey're interested in jewelry,
so that maybe quarter four rollsaround and you have a custom
design campaign on Meta that'sgoing with it.
You can then retarget thatperson that interacted with your
(15:08):
services landing page to thencome to your custom design.
And maybe they're looking toredesign some old jewelry, maybe
they're looking for a customdesign for a Christmas gift.
And maybe they're looking toredesign some old jewelry.
Maybe they're looking for acustom design for a Christmas
gift.
That's where all of this willinterconnect and combine to make
a very nice quarter four.
Speaker 1 (15:24):
Yeah, I think we always talk about how SEO kind
of takes a little while to sortof register and start, I guess,
indexing, getting the points.
I think that that's one ofthose things that we should
probably do, like here's how youshould be prepping for your Q4.
You should probably get on thatpretty soon.
But just to circle back tojewelry cleaning, I just want to
(15:46):
tell people jewelers, if you'relistening, I really do
recommend filming the jewelrycleaning process.
I find it very cool.
A lot of people find it verytherapeutic, very like like I
don't want to say ASMR, but likekind of in that realm, like I
really like looking atespecially watches getting uh,
repaired but I know that that'smore involved but like just
(16:07):
taking it in.
Um, what is it called when they, uh they put it into the like
the water bath or like the, thebath?
Speaker 2 (16:14):
yes, and it.
Speaker 1 (16:15):
I think it's so cool.
It's a great video that's readyto be made.
And just talking about andlooking at it through a loop
before and after, I think thatis a winning social post right
there.
And then repurposing it forsome ads, I think, is a slam
dunk man.
If I worked at a jewelry storeI would do that right now.
(16:36):
That's a really good one.
I'm talking myself into it.
Speaker 3 (16:40):
No, actually.
I mean honestly, my Facebookreels have been about the same.
I don't know whether it's youknow, I will watch that dirty
ring get cleaned, because I'mcurious, I really want to know,
or like the ones where they lookat them and they're like, yeah,
this stone is loose, and theylike wiggle it.
Speaker 1 (16:59):
And then they you know, they re-tip it or do
something like that Definitelyworth a recording.
Just film everything verticallyor have your you know someone
that's around, if it's a littlebit slower getting a chance to
kind of film it.
Or see what's underneath thisring, that kind of thing,
Definitely look into that, yeah.
Or see what's underneath thisring, that kind of thing.
Definitely look into that, yeah.
Hope, anything else that weshould be doing for these
(17:20):
jewelers should be doing fortheir to beat the summer slump,
Anything else.
That's kind of we alreadytalked about sending emails,
having a little marketingcampaign around services,
whether that's cleaning servicesor repairs or watch batteries.
I think those are the kind ofthings that really get people
back into the store and theykind of see it more as a utility
(17:42):
, which is unique in the luxuryindustry.
Anything else that these peopleshould be trying out.
Speaker 3 (17:49):
I mean outside of your flash sales and different
kinds of incentives to bringpeople into the store discount
wise for the summer Notparticularly.
I think thinking and focusingon bringing service people into
the store and getting plantingthe seed, if you will, for
quarter four is very important.
(18:09):
And then, in that same SEObreath that you touched on a
little bit earlier, getting allof your products and all of your
landing pages ready forChristmas.
Now is a really good time totake the time and make sure that
all the SEO and metadescriptions, title tags, item
title tags, all that fun stuffis ready to go for quarter four,
(18:31):
because if you make thosechanges now, it will take Google
at least two months to reallykind of see that change and
elevate you organically in thatspace.
So now is the time to really, Iguess, double down and put in
the work services and SEO wise.
Speaker 1 (18:47):
In my opinion, and if you are, this goes a little bit
over your head.
Make sure you make anappointment with, with Punchmark
, and get a chance to meeteverybody.
We're going to be at, you'regoing to be at RJO and and ijo
just rjo.
Speaker 3 (18:59):
This time I'll have to skip ijo.
I'll be in my cousin's wedding,so I can't really say no to
that understandable.
Speaker 1 (19:06):
Understandable.
So everybody, just make anappointment.
You get them, uh, get you setup with with a uh email campaign
or get you some landing pages.
Those are the kinds of thingsthat we're going to be doing the
exact same thing that you wouldbe doing.
It's just if you don't want tohave to do it yourself.
I always laugh about that.
That's a funny way for us tophrase it.
It makes it so easy sounding.
(19:26):
But also I know that somepeople it's not that they're
lazy, they're just busy.
Speaker 3 (19:30):
Absolutely.
Speaker 1 (19:32):
All right, thanks so much, hope.
A little bit of a shorterepisode.
I appreciate you all listening.
We'll be back next week,tuesday, with another episode.
Cheers, thanks, bye.
All right, everybody.
That's the end of the show.
Thanks so much for listening.
(19:52):
My guest this week was HopeBelair, the digital marketing
manager at Punchmark.
This episode was brought to youby Punchmark and produced and
hosted by me, michael Burpo.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
Podcasts and leave us feedbackon punchmarkcom slash loop.
That's L-O-U-P-E.
Thanks.
We'll be back next week,tuesday, with another episode.
(20:13):
Cheers, bye.
Welcome to In the Loop that Hope highlights that
jewelers can use to break thesummer slump.
Right now, when we look ate-commerce trends, we see that
summer is definitely whenthere's the fewest transactions
when it comes to e-commerce.
There's no real major holidaysto kind of push behind, and a
lot of times you just got to becreative as a retailer and find
(00:41):
ways to market your store.
And Hope makes a great pointabout getting behind things like
services, so cleaning yourjewelry and incentivizing people
to come in, maybe with adiscount code or something like
that, and get them to come intothe store and take a look around
.
I think it's a really cool talk.
It's a little bit quicker, butit also talks about some of the
ways that you can get behindmarketing those services and
(01:04):
kind of see if you can break outof the summer slump.
Hopefully you enjoy thisquicker episode.
We'll be back next week Tuesdaywith another episode.
Cheers.
Speaker 2 (01:15):
This episode is brought to you by Punchmark, the
jewelry industry's favoritewebsite platform and digital
growth agency.
Our mission reaches way beyondtechnology.
With decades of experience andlong-lasting industry
relationships, punchmark enablesjewelry businesses to flourish
in any marketplace.
We consider our clients ourfriends, as many of them have
(01:35):
been friends way before becomingclients.
Punchmark's own success comesfrom the fact that we have a
much deeper need and obligationto help our friends succeed.
Whether you're looking forbetter e-commerce performance,
business growth or campaignsthat drive traffic and sales,
punchmark's website andmarketing services were made
just for you.
It's never too late totransform your business and
(01:57):
stitch together your digital andphysical worlds in a way that
achieves tremendous growth andresults.
Schedule a guided demo today atpunchmarkcom.
Slash go.
Speaker 1 (02:09):
And now back to the show.
What is up everybody.
My name is Michael Burpo.
I'm joined by Hope Belair,digital marketing team manager
at Punchmark.
How are you doing today, hope?
Speaker 3 (02:24):
I'm doing swell.
How are you, Mike?
Speaker 1 (02:25):
I'm doing all right.
It's the middle of the summer,we just had Fourth of July and
I'm feeling a little bit of asummer slump.
How do I beat that Hope?
If I was a jeweler?
How am I beating the summerslump?
Speaker 3 (02:37):
Beating the summer slump is actually a little
easier than you would expect.
This is a great time forjewelers and everybody to kind
of focus on your services.
What is bringing people intothe store as far as jewelry,
cleaning, polishing, appraisals,gold buying all this fun stuff,
because at this time you'rekind of competing with vacations
(03:00):
, obviously, and being outsidein the fun summer sun, even if
it is hot.
So a lot of different thingsthat jewelers can do.
As far as beating that summerslump, getting people into the
store and maybe getting some lowticket sales associated with it
, are sending that six month youknow email to your clients that
bought an engagement ring inJanuary.
(03:22):
It's definitely time for themto get it cleaned, checked up
and polished, make sure it lookssparkly for the upcoming season
, especially in the holidays,and that's a good time for them
to start looking around thestore, say, hey, I know quarter
four is coming up, the holidaysare coming up and why not start
your shopping now?
Create a little bit of awishlist and get some people
(03:45):
into the store that way.
Speaker 1 (03:47):
Yeah, you know, what's really interesting is at
the client workshop.
I was talking to a lot of ourclients and one thing I thought
was very interesting is I wastalking with Cole at Wares and
he was telling me how muchbusiness they do through watch,
battery repair or swap whateverthey call it, replacements.
Watch battery replacements.
(04:07):
There you go, that's the rightword.
And he was explaining to mejust how much money they do just
off watch, battery replacements.
And he's like, yeah, they're alittle pain in the neck, you
know, sometimes they're a littlefinicky.
But man, if we cut that outwe'd be cutting out a lot of
business.
And I guess I never reallythought about the fact that
these repairs are probably apretty reasonable line item for
(04:31):
a lot of these stores.
How do you recommend they startactually marketing this?
So you said we should startmarketing.
Is that in the form of emailsor just emails?
Or how do you recommend thatthey start reaching out?
Speaker 3 (04:45):
Honestly, it could be as simple as a social media
post to start, just because,again, that is the best free,
cost-effective way to do it.
And then there's diving intoyour email marketing and saying,
hey, send out that email thatsays we need get your jewelry
cleaned.
And then, if they didn't openit let's say in two or three
(05:07):
days you create a follow-upsequence that says, hey, I
noticed, you know you boughtthis ring or pendant, whatever
In the last six months.
It is time to get itprofessionally cleaned.
And you know it's funny I wastalking to my, my mother the
other day and she was wearingher anniversary ring as her
engagement ring that my dad gotfor her, I think 15 years ago at
(05:30):
this point, and I looked at herand I said, yeah, did you ever
get that professionally cleaned?
And she said no, and she didn'teven know that that was
something that needed to be done.
So I told her you know, hey,we've got a lot of jewelry
stores in the area.
Maybe you just pop in.
Most of them do free jewelrycleaning and then you can look
(05:51):
around to see what you mightlike for your upcoming
anniversary and Christmas.
Speaker 1 (05:58):
That's really interesting.
I guess I didn't really thinkthat people wouldn't know about
jewelry cleaning.
That's a really good point.
All right, everybody, we'regoing to take a quick break and
hear a word from our sponsor.
The second set of jewelry showsare back and everyone at
(06:18):
Punchmark wants to see you atIGO Indianapolis and RGO
Schaumburg.
We've got some great deals onthe table as well.
Retailers get 15% off yourdesign by making an appointment,
or save 30% by bundling any ofPunchmark's digital marketing
plans at the show.
Clients cash in on your loyaltyand get 5% off your upgrade for
(06:42):
every year you've been aPunchmark client.
That's up to 80% off thepre-financed price for our most
loyal customers.
80% off, that's like prettymuch free.
Or clients can sign up for oneof our more comprehensive
digital marketing plans and gettheir new theme actually for
free.
Wow, it's a hell of a deal.
Anyways, make your appointmentat punchmartcom, slash
(07:03):
appointments and now back to theshow and we're back.
One of the things I wasthinking about is I've just been
really on the vertical videoslately, like reels.
(07:24):
They're sucking away my lifeand I think a really good reel
that I think would performpretty well is something about
putting on sunscreen with yourhands.
Speaker 2 (07:36):
Absolutely.
Speaker 1 (07:37):
And then talking about how it gunks up and dims
your uh, your stones, forexample, like taking your your
sunscreen and putting it on andthen showing like a before and
after for, like, what thesurface of a stone looks like
like if you have a we did a thisisn't a sponsorship, but, uh,
the gem loop.
I think that those are one ofthose things that could
(07:58):
definitely, um, kind of be used.
That would be like, hey, here'swhat your jewelry looks like
when it's freshly cleaned andhere's what it looks like after
you use sunscreen, and likemaybe put some sunscreen on your
hands and then show it.
That's the kind of thing thatpeople know that they should be,
you know, cleaning theirjewelry.
People know that they should bewashing their, their hands, but
it's when you start to see likeon a bacterial or
(08:21):
microbacterial level.
I feel like it really drivesthe point home exactly, I agree.
Speaker 3 (08:27):
And you know, the real portion of it can literally
just be the store owner puttinglotion on her hands or his
hands with a bunch of rings on.
That's easy enough.
And same thing with, like youknow, maybe you're on a vacation
and you're wearing yournecklace and you're getting
sunscreen with your neck Easyenough, it can be as simple as
10 to 15 seconds, maybe even six, who knows.
(08:49):
But creating an initial postlike that definitely helps and
definitely gets to see like, oh,the sparkle isn't as good when
it's been applied for, let's say, in my mom's case, 15 years and
didn't know that she should getit professionally cleaned.
And I mean, but yeah, and thenafter the reels portion of
(09:12):
things, if you wanted to divedeeper and get that email out
and then maybe create a smallbudget ad campaign specifically
on Meta that is going to boostthat reel that you had just
created, now that can go, let'ssay, to a 10-mile radius if
you're in the city, 20, 30-mileradius if you're in a rural area
, and really just get peopleinto the store to say, hey, it's
(09:35):
summer vacation, everyone has alittle bit more time on their
hands, generally speaking, andcan come and view a jewelry
store and get everything readyfor the quarter four.
Rush hits.
Speaker 1 (09:48):
Yeah, I think, just in looking at our e-commerce
metric reports, is July isdefinitely one of the lowest
months for e-commerce.
August is actually a little bitbetter, but September and
October are both pretty mid, ifwe're being totally honest.
I think that, starting thecombination, I think it would
just be just plan out like threeor four solid posts and put
(10:13):
those together.
When it comes to the emails,sometimes I'm kind of loathe for
us to give advice if it's forclients that they're not going
to be able to easily follow ontheir own.
Do most of our clients in yourexperience, do most of our
clients that aren't marketingclients already have like an
(10:34):
email list that they can easilyreach out to, that's you know,
that's already exported, thatthey're able to kind of have
tangibly?
Speaker 3 (10:42):
Absolutely yeah.
So in my experience, everybodythat has a jewelry store
obviously does have a bit of anemail list through the edge,
generally speaking, and they canexport that easily enough to
send out.
I mean, even if you don't have,let's say, Constant Contact or
Claviyo or one of those biggeremail providers, if you wanted
(11:02):
to just segment those lists orthat list to the people that
have been in over the last sixmonths and come up with
different lists, let's say sixmonths, yes, a year over one
year.
And then let's say your oldestclients and come up with
different messaging for each,Obviously six months.
They've been in there in thelast six months.
(11:23):
You can say, hey, we appreciatedyou stopping by earlier this
year just letting you know it istime for a ring cleaning.
Or let's say this idea thereOver a year, same thing, like
hey, it's been a while sincewe've seen you, Come on in,
We'll clean your jewelry forfree.
And then, when you're gettinginto the older segments, like
over two to five years, say hey,actually maybe we need to
(11:49):
appraise some of your jewelrybecause what you bought it for
may not be what it's worth now.
It might've increased in value.
Or maybe they're looking toremount, resize, custom design
something.
Speaker 1 (12:04):
Maybe that's an older piece that you could initially
start a project with.
Do you find that combiningthese services into like a
landing page is the best route?
Because, unfortunately, when itcomes to these things, you
can't really sell jewelrycleaning in an e-commerce
platform.
It's not really our strength.
However, sometimes I feel likeyou can convert onto your
(12:27):
landing page as a service, bringpeople into a service and then,
just by getting them onto yourwebsite, you can retarget.
Is that kind of the end goal?
Them onto your website you canretarget.
Is that kind of the end goal?
Just because, look, not allabout the money.
There is loyalty to be won, butit feels like again with
jewelry, it's almost like, yes,you can make some dollars off of
(12:53):
the servicing of it, butobviously the main goal is
probably going to be to sell itright.
So how are you sort ofconverting that on a digital
format?
Speaker 3 (13:01):
So not to toot our own horn, I guess, but Punchmark
does have a great jewelryservices automatic page that
pops up and that's somethingthat we can definitely remarket
and retarget based on thatspecific landing page.
But if we're looking to expandon that landing page and, let's
(13:22):
say, come up with more of acustom jewelry services landing
page that can be tailored moreto your experience whether that
be, maybe you specialize in,obviously, custom design, but
maybe you specialize inredesigning pendants, that sets
you apart from your competitorsand stuff like that and from
there you have a form that youcan fill out, or our custom
(13:44):
wizard that is embedded in there, and then after that you can
say, hey, actually, while you'redoing this, let's polish it,
etc.
Just having like a nice customlanding page that sets you apart
from the difference or, excuseme, your competitors, can
definitely make the difference.
Now, especially if you'rerunning that low budget ad,
(14:05):
driving traffic to that pagespecifically is going to give
your audience a bit more of acurated experience and tell them
a little bit more about yourstory.
Versus, let's say, okay, wejust offer jewelry ring cleaning
, why should they come to youfor that specifically?
Maybe it's.
You know, you guys have adifferent technique than others.
You know there's a lot ofdifferent ways to differentiate
(14:26):
yourself.
But driving people to thatlanding page and having a
landing page specifically forservices while it may seem
mundane and definitely isn't thenumber one aspect of your
business, let's say, andsomething that you don't want to
focus on, but it is still animportant part of the business
and then from there, obviously,if someone new interacts with
(14:46):
that, then you can remarket tothem with other things as far as
like okay, we created this ad.
It was a new customer that cameto this services landing page,
but at least we know thatthey're interested in jewelry,
so that maybe quarter four rollsaround and you have a custom
design campaign on Meta that'sgoing with it.
You can then retarget thatperson that interacted with your
(15:08):
services landing page to thencome to your custom design.
And maybe they're looking toredesign some old jewelry, maybe
they're looking for a customdesign for a Christmas gift.
And maybe they're looking toredesign some old jewelry.
Maybe they're looking for acustom design for a Christmas
gift.
That's where all of this willinterconnect and combine to make
a very nice quarter four.
Speaker 1 (15:24):
Yeah, I think we always talk about how SEO kind
of takes a little while to sortof register and start, I guess,
indexing, getting the points.
I think that that's one ofthose things that we should
probably do, like here's how youshould be prepping for your Q4.
You should probably get on thatpretty soon.
But just to circle back tojewelry cleaning, I just want to
(15:46):
tell people jewelers, if you'relistening, I really do
recommend filming the jewelrycleaning process.
I find it very cool.
A lot of people find it verytherapeutic, very like like I
don't want to say ASMR, but likekind of in that realm, like I
really like looking atespecially watches getting uh,
repaired but I know that that'smore involved but like just
(16:07):
taking it in.
Um, what is it called when they, uh they put it into the like
the water bath or like the, thebath?
Speaker 2 (16:14):
yes, and it.
Speaker 1 (16:15):
I think it's so cool.
It's a great video that's readyto be made.
And just talking about andlooking at it through a loop
before and after, I think thatis a winning social post right
there.
And then repurposing it forsome ads, I think, is a slam
dunk man.
If I worked at a jewelry storeI would do that right now.
(16:36):
That's a really good one.
I'm talking myself into it.
Speaker 3 (16:40):
No, actually.
I mean honestly, my Facebookreels have been about the same.
I don't know whether it's youknow, I will watch that dirty
ring get cleaned, because I'mcurious, I really want to know,
or like the ones where they lookat them and they're like, yeah,
this stone is loose, and theylike wiggle it.
Speaker 1 (16:59):
And then they you know, they re-tip it or do
something like that Definitelyworth a recording.
Just film everything verticallyor have your you know someone
that's around, if it's a littlebit slower getting a chance to
kind of film it.
Or see what's underneath thisring, that kind of thing,
Definitely look into that, yeah.
Or see what's underneath thisring, that kind of thing.
Definitely look into that, yeah.
Hope, anything else that weshould be doing for these
(17:20):
jewelers should be doing fortheir to beat the summer slump,
Anything else.
That's kind of we alreadytalked about sending emails,
having a little marketingcampaign around services,
whether that's cleaning servicesor repairs or watch batteries.
I think those are the kind ofthings that really get people
back into the store and theykind of see it more as a utility
(17:42):
, which is unique in the luxuryindustry.
Anything else that these peopleshould be trying out.
Speaker 3 (17:49):
I mean outside of your flash sales and different
kinds of incentives to bringpeople into the store discount
wise for the summer Notparticularly.
I think thinking and focusingon bringing service people into
the store and getting plantingthe seed, if you will, for
quarter four is very important.
(18:09):
And then, in that same SEObreath that you touched on a
little bit earlier, getting allof your products and all of your
landing pages ready forChristmas.
Now is a really good time totake the time and make sure that
all the SEO and metadescriptions, title tags, item
title tags, all that fun stuffis ready to go for quarter four,
(18:31):
because if you make thosechanges now, it will take Google
at least two months to reallykind of see that change and
elevate you organically in thatspace.
So now is the time to really, Iguess, double down and put in
the work services and SEO wise.
Speaker 1 (18:47):
In my opinion, and if you are, this goes a little bit
over your head.
Make sure you make anappointment with, with Punchmark
, and get a chance to meeteverybody.
We're going to be at, you'regoing to be at RJO and and ijo
just rjo.
Speaker 3 (18:59):
This time I'll have to skip ijo.
I'll be in my cousin's wedding,so I can't really say no to
that understandable.
Speaker 1 (19:06):
Understandable.
So everybody, just make anappointment.
You get them, uh, get you setup with with a uh email campaign
or get you some landing pages.
Those are the kinds of thingsthat we're going to be doing the
exact same thing that you wouldbe doing.
It's just if you don't want tohave to do it yourself.
I always laugh about that.
That's a funny way for us tophrase it.
It makes it so easy sounding.
(19:26):
But also I know that somepeople it's not that they're
lazy, they're just busy.
Speaker 3 (19:30):
Absolutely.
Speaker 1 (19:32):
All right, thanks so much, hope.
A little bit of a shorterepisode.
I appreciate you all listening.
We'll be back next week,tuesday, with another episode.
Cheers, thanks, bye.
All right, everybody.
That's the end of the show.
Thanks so much for listening.
(19:52):
My guest this week was HopeBelair, the digital marketing
manager at Punchmark.
This episode was brought to youby Punchmark and produced and
hosted by me, michael Burpo.
This episode was edited by PaulSuarez with music by Ross
Cockrum.
Don't forget to rate thepodcast on Spotify and Apple
Podcasts and leave us feedbackon punchmarkcom slash loop.
That's L-O-U-P-E.
Thanks.
We'll be back next week,tuesday, with another episode.
(20:13):
Cheers, bye.
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