Industry \/ Marketing \/ Retail \/ Your Store<\/p>\n
If you\u2019re not in the habit of regularly creating campaign photography to promote your jewelry collections, you\u2019re missing out on a chance to connect with your customers.<\/p>\n
Producing photo shoots\u2014beyond grabbing your iPhone and hitting up Cousin Jenny to model\u2014may seem daunting for a small jewelry store staff. One of the biggest hurdles is the budget you must consider: $1,500 on the low end to upward of $20,000. But thinking bigger about your marketing messages and visuals is a smart business move for any retail jeweler who hopes to succeed in the digital age.<\/p>\n
\u201cThe upcoming generation wants to know the story\u2014campaign shoots are a way for customers to really connect with who the brand is, who\u2019s making it, and where the jewelry is crafted,\u201d says Stephanie Major, marketing director of Parl\u00e9 Gems in Pocatello, Idaho, which has produced lifestyle photo and video shoots ahead of every Luxury show for the past three years. \u201cBy having lifestyle photography, we\u2019re able to tell that story.\u201d<\/p>\n
And let\u2019s remember that you\u2019re selling a luxury product\u2014so it should be showcased in the manner it deserves, says Grace Barretti, senior marketing manager at Greenwich St. Jewelers in New York City. \u201cCampaigns make it possible to effectively communicate the gravitas, the beauty, feeling, and time that went into creating each piece and the rarity of the materials.\u201d<\/p>\n
How to begin? Read on for a road map to campaign-shoot success, with more insights from our industry\u2019s top creative, marketing, and photography pros.<\/p>\n","protected":false},"excerpt":{"rendered":"
Industry \/ Marketing \/ Retail \/ Your Store If you\u2019re not in the habit of regularly creating campaign photography to promote your jewelry collections, you\u2019re missing out on a chance to connect with your customers. Producing photo shoots\u2014beyond grabbing your iPhone and hitting up Cousin Jenny to model\u2014may seem daunting for a small jewelry store staff. One of the biggest hurdles is the budget you must consider: $1,500 on the low end to upward of $20,000. But thinking bigger about your marketing messages and visuals is a smart business move for any retail jeweler who hopes to succeed in the<\/p>\n