Look Book

16 www.thejewelrybook.com F A L L 2 0 18 E D I T O R ' S L E T T E R Editor's Letter JENNIFER HEEBNER Quality Content and an Out-Of-The-Box Collaboration Greetings, friends! If you read Publisher Nicole Bromstad's publisher's letter on the previous page, then you know that she has named me editor in chief of The Jewelry Book (TJB). I'm humbled, ecstatic, and ready to work! In the last two years as a freelance writer for TJB and founder of my own consumer-focused JenniferHeebner.com website, Nicole and I have bonded over our shared love of the jewelry indus- try, content, business, and advertising strategies. And while I loved the journalistic experience of conducting on-the-street interviews with jewelry-loving consumers in New York City (see these videos on my site under Conversations), I craved the infectious synergy that comes from a strong, like-minded partnership. I wanted a collaborator who would share my vision and with whom I could build an innovative publishing model for the benefit of jewelers. Then came the epiphany: Nicole and I worked so well together as a team, brainstorming ways to elevate content and swapping ideas and enthusiasm, that we could cement a new relationship. I could manage editorial content and direction for TJB and my site, and Nicole could handle adver- tising sales for TJB and JenniferHeebner.com. This move benefits readers and advertisers through the experience of trade and consumer media working in tandem—something no other publishing outlet is doing—with the force of a team that truly cares about you and your business. My editorial vision for TJB includes new contributors and meaty, well-thought-out editorial content that will help you take your business to a greater level. Every issue will feature continued business columns from Peter Smith in addition to insights from new contributors Pat Henneberry, a seasoned sales trainer, and Benjamin Guttery, an Instagrammer with enviable social media and clienteling prowess. Also look for designer profiles, stories of successful retailer marketing models, jewelry trends from yours truly, and fine timepieces curated by Barbara Palumbo. More content takes shape in snapshots from industry events, business articles to help you stay informed of im- portant trade topics, and a philanthropic feature that will close out each issue with an inspiring look at how your peers are making a difference. Meanwhile, readers of JenniferHeebner.com will receive fun, daily doses of beautiful jewels, consumer insights from on-the-street video interviews in New York City, shopper preferences, timely jewelry insights, and backstories on the places and people responsible for producing the heirlooms we treasure. JenniferHeebner.com readers—jewelry-loving consumers—will be able to immediately purchase featured pieces through links to e-stores or by way of a designer's email ad- dress. TJB advertisers can cast a spotlight on the retail partner of their choice by linking their JenniferHeebner.com ad to a merchant's e-store, a move that can be viewed as a variation of co-op dollars. This dynamic and unheard-of marriage of business savvy, talent, and cross-promotional con- tent strategy will enable the industry to reach merchandise buyers, decision makers, and the jewel- ry-loving consumer. Trade and consumer media must work hand in hand to drive more awareness to the jewelry category and more buyers into stores. For sure, what Nicole and I are proposing is unconventional, but sometimes out-of-the-box ideas reap the biggest rewards. Have suggestions? Reach me at Jennifer@JenniferHeebner.com. Gabriel & Co Simon G.

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