Look Book

73 www.thejewelrybook.com 73 www.thejewelrybook.com display, well lit, while you look as impressive as your jewelry? A good example is Luxe Licensing's "Virtual Vegas" software offering a quick and automated means of attracting, booking, streaming and streamlining sales. Completed with a thank you text and reminder emails built in. See for your- self at: https://tinyurl.com/w3zshzs6 Another way to successfully engage digi- tally is through virtual personalized experience: for instance, Giovanelli Consulting, a business development consulting fi rm based in NYC Giovanelli Consulting offerins a virtual showroom rental to its clients. Designers can invite consumers or buyers to a space that changes (based on their preferences) and where each brand may display what is relevant. The best part? With a few clicks, any interactions may go from conversation to conversion. Learn more at https://giovanelliconsulting.com/ virtual-showroom The Jewelry Book and Sparkle Spotlight on Instagram took this vision one-step higher. Nicole Bromstad interviewed designer, Benjamin Javaheri of Uneek Jewelry, who's lively booth came alive on screen when hundreds were engaged in live stream from Uneek's booth. Missed the IG Live Sparkle Spotlight? The great part about these forms of live exposure is they are instantly replayed as video-on-demand: www.instagram.com/p/CTDAYQNpW_B/ Shows are not only about sales… they are about interaction and conversation and comradery. Trade shows are also about brand recognition, and staying top-of-mind,, yet costs (still signifi cant ) need to be covered. Compliments can get a brand to a certain point, but without a fl ow of funds or immediate returns, accolades are empty. Some brands decided to invest on their own and working on a more direct-to- consumer plan. These brands hope to bring added value when speaking with retail partners. While, at the same time, building a clientele of direct consumers to reach higher profi ts. The big question for everybody is "what to do next"? By experience, once the calendar turns into October most brands realize way too many things were left unfi nished to be prepared for the holidays, so I'd like to suggest a few points, not to revolutionize what has already been done, but to keep brand messaging and consistency when transforming a business model into an effi cient hybrid one. Trunk shows are needed. Perhaps you already work with retailers. Maybe you have a small space to host clients, or you rely on technology; no matter the size of your business and its structures, it's open season for sales. Use all channels, form social medias to virtual calls, from local events, to trips to stores to be with consumers. Call, emails, DMs, private gatherings; everything goes! Short on your budget? Reaching out directly through your list of contact for a private appointment (in-person or digitally) is inexpensive by traditional comparison, so use all the options you are familiar with, or connect them all. Invest, now or never. Even though the economy is much better than expected, for many it has been a year of trying and adapting. Often, with large investments needed. But, giving up now on spending is like running a marathon and stopping two miles away from the fi nish line. Take the time to build a detailed cash fl ow analysis of what the past six months and what available / projected within the next six months. While no one can predict the future, a clear picture will help ensure a better understanding and the proper steps to take. Look ahead. Even though it feels good to see money coming in from sales, a business needs to forecast how to spend it. It's a direct consequence of what was expressed aforehand, and one that matters even more with a newly shaped world around us. In a blink of an eye, it will be January 2022, with a bit more time in our hands. What kind of new technology is worthy of your brand and your goals? Are you really using video o its maximum potential to promote and sell online and off? Start setting your benchmarked questions now. For example, which approach generated the best return during the holidays? How do you strategically plan the new year based on the results of the previous year? These questions may only be answered prop- erly if you gather the information during these busiest of sales months. Make it a habit to routinely calculate your weekly earnings and compare them to previous years and where you pro- jected to be. While it might be easy to focus on what is selling, don't forget the importance of quality data entry, what was most requested, what was the most sold and how will you approach the customers you spoke to and/or sold to building a better, more benefi cial retention sales plan for your business. Marco Giovanelli is an italian-born business consultant with a mind for problem solving and a fl air for the fi ner things.Hailing from the small town of Bergamo where the people are known for both their grit and passion, in 2009 Marco found himself across the world in the center of New York City's Diamond District. His sense and sensibilities combined sparked a rather successful career in the high-end jewelry industry: he now gets to share his experience and knowledge to support other creative professionals.

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