Look Book

Publisher's Letter NICOLE BROMSTAD New Year, Steadfast Goals Welcome to a new year, friends! Is it just me, or does time seem to be passing by ever faster? Why? As much as I enjoy the holiday season and spending time with family and friends, I must say that I am always happy to start the new year and get back into the swing of things, including the winter trade shows. As I write this, I'm planning my annual pilgrimage to Arizona, where editor-in- chief Jennifer Heebner and I will be eager to catch up with many of you. We are excited to hear your plans for a fresh start as well as reflections on the past year to understand the changes you feel need to be made for a better 2020. I think we can all agree that our industry changes rapidly, making it sometimes hard to know in which direction to go—do I invest more heavily in social media, print ads, or a combination of new and traditional techniques? Finding the right mix for your business can be tricky. One thing that hasn't changed, however, is the constant need to always connect with customers. For sure, you can't rest on past achievements in today's world; you must be consistently com- municating with fans so they don't lose touch. Out of sight is out of mind, so experiment with different ways to stay visible so when clients do have jewelry wants or needs, your name is the first one that will come to mind. Jewelry is and will remain an industry where you need to touch and feel the product. A view on Instagram or special placement on a celebrity can create a buzz that has impact, but you still need the knowledge to turn that "like" into a client and keep the shopper coming back. This is where The Jewelry Book's (TJB) targeted content becomes important as it highlights only the most mean- ingful tips and insights that the top retailers in the country—including you— need to better run their businesses. Jewelry will always be a part of our lives. And while new designs and looks change with the seasons, your job will remain the same: to share that excitement, knowledge, beauty, and passion with clients. TJB is proud to be your partner in this mission, and if you have a suggestion for us to improve the quality of our publication, please do reach out at Nicole@thejewelrybook.com. We wish you a happy and prosperous year in 2020! Here's to making great strides and significant sales. Best, Nicole 18 www.thejewelrybook.com 5 1 8 O C T A V I A S T R E E T S A N F R A N C I S C O F E B 1 - 3 T H E H I G H L I N E H O T E L N E W Y O R K w h o l e s a l e o n l y

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