Look Book

26 www.thejewelrybook.com birthdays, celebrate anniversaries, and hit milestones that require jewelry all year round. Get creative to design events that draw customers to the store monthly. 3. Partner and get involved with already established events within your city. A new vendor at an annual event always draws attention. 4. Be creative! Is July a slow month? Why not host a 'Christmas in July' event, inviting guests to start making their holiday wish list to keep on fi le for shopping later in the year. This will allow clients to plan for their holiday spending and more importantly, in your store during a slower period. Think outside the box to give your customers the reason to have jewelry on the mind 12 months of the year! PRIME YOUR PR PROWESS 1. Develop a full year public relations calendar to fl ight out monthly story ideas and happenings. 2. Work with your local media outlets to pitch stories about unique events – celebrating a store milestone? Or maybe a top customer is shopping for a piece for a golden or platinum anniversary? 3. Be sure to alert the media when designers are coming to town to offer exclusive in-store interviews, as well as fi rst looks at new collections. AND LAST, DON'T FORGET YOUR E-BLASTS! 1. Keep your store on the mind of your consumers. E-blasts are an effective and cost-friendly way to reach your customers. Having trouble building your database? Offer clients a 10% coupon on their next purchase when they share their email addresses. 2. Send e-blasts monthly or even bi-weekly, but be sure not to spam or inundate your customers. 3. E-blasts can be themed by holiday (e.g. Valentine's Day, Mother's Day, Graduation, etc.) or announce events (e.g. designer PA's or trunk shows), but they will also give you a chance to show your creative side. Ideas like 'Spring Cleaning' – offering free ring cleaning – or 'Our 'Ice' Will Keep You Cool in the Summer Heat 'are great ways to keep your store on the minds of your cus- tomers during non-jewelry times. Rebecca Moskal Communiqué rebecca@communique-la.com www.communique-la.com Instagram: @communiqueLA Facebook: www.facebook.com/CommuniqueLA Rebecca Moskal Rebecca Moskal has over 15 years of experi- ence in luxury and jewelry marketing. Having started her career at notable advertising agency, FCB, in New York, Rebecca honed her skills for developing strategic media campaigns for global brands. A yearning for a more diverse experience led her to begin her illustrious client-side career, which would eventually include Bulgari, David Yurman, Van Cleef & Arpels, and Beaudry. In 2009, Rebecca established Communiqué, a boutique marketing fi rm, specializing in fi ne jewelry and timepieces. She brings her knowledge and expertise assisting brands to realize their ul- timate potential via brand strategy development, communication planning and public relations. A member of the Women's Jewelry Association for more than a decade, Rebecca currently serves as Vice President of the Los Angeles chapter and is the 2015 recipient of the Award for Excellence in Marketing and Communications. E-BLASTS SOCIAL MEDIA STRATEGY ADVERTISING BUY- CATALOGS 2 0 16 C H E C K L I S T M A R K E T I N G

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