Follow Up: Good. vs. Goods, The Other Guy’s Perspective

Well, this is convenient. Hard on the heels of my recent editorial on the current state of marketing in the jewelry industry, a features writer over at Racked (a fashion/lifestyle headline-style site) took on the issue from Signet Jewelers’ perspective — you know, the largest monopoly conglomerate covering such household names as Kay, Zales, and Jared.

The article is worth a read, especially if such figures as “$5.7 billion in annual sales” and “3600 stores” pique your interest. But free advertising and product placement aside, what does Signet try to say about their products and their massive share of the industry? They’re all about the (straight, middle class) man.

Women react to their marketing — all 10+ channels of it — with opinions ranging from “cheesy” and “gimmicky” all the way to feeling downright offended by the way the ads portray women and their relationships with men. The fairytale gifting scenarios and mass-appeal life event celebrations ring hollow for most, as is clearly removes any sense of responsibility on the part of the gifter to make an effort and understand a woman’s unique style. The emphasis is all on a come-hither ease of use, rather than any real meaning, romance, or sentiment.

The idea is to make the experience so comfortable, so ridiculously easy for the (straight, middle class) male shopper that he loses all ability to reason and simply buys what he sees the girl on the TV screen loving and crying about, with no consideration for his (ahem, or her) giftee’s desires and needs.

And this is how those poorly-chosen gifts end up here with us. They need broken delicate chains replaced with something sturdier to stand up to a tugging toddler. A watch strap that actually fits him. Three diamonds replaced in the micropave shank because she’s a hairdresser and they keep falling out. A setting lowered or swapped because the latex gloves she wears to the hospital every day are getting shredded by the prongs.

I appreciate the need for mass-market appeal, as I mentioned in my earlier post, because I believe it helps romance the whole idea of jewelry and not just that particular piece from that particular store. But this… is not what I mean. Offending an entire gender with patronization and general lack of nuance is not helpful. Convincing men to enter a store at holiday time and stand in line, zombie-like, to receive this year’s version of last year’s hit, is not the kind of experience this industry stands for.

My soapbox is starting to bend under the weight of my heavy disdain for these tactics, so I’ll leave you with this thought (from the article) for now: “Every time I see [one of their ads] on TV, I want to throw something at the screen… [t]hey are infuriating because they are an insult to my intelligence and emotions! I am not that easy to buy and gift-giving just isn’t that magical.”

Go Organic — Wear Pearls!

Are you looking for a healthier, more natural alternative to your usual jewelry? Have you been diagnosed with “diamond sensitivity” or another contact-related disease? Are you concerned about the origin of your jewelry and its environmental impact? Do you want less processed, higher-quality ingredients in your daily accessories?

Your local jeweler has the solution! Come see us to solve all of your modern organic jewelry woes with The Amazing Cultured Pearl.

Our staff will expertly match you with the perfect pearl accessories: strands, earrings, pendant, rings, even coordinating sets! We will examine your personal style, skin tone, hair & eye color, and even your current accessories with the utmost care to ensure you’re matched with the perfect size, shape, luster, color, and style of pearl that’s right for you.

You can feel confident that our pearls are cultured using the most modern techniques. Our pearl farmers maintain strict environmental standards to preserve the cleanliness of their facilities, allowing a long and productive mollusk lifespan while producing top-quality pearls.

Our variety is unparalleled: select from freshwater, Akoya, Keshi, Tahitian, and South Sea pearls in every color of the rainbow. We carry round, off-round, circled, teardrop, baroque, and fantasy shapes; our necklaces can be purchased in choker, collar, princess, matinee, opera, and rope lengths (see a specialist for proper fitting).

Our Pearl Care experts will give you all the information you need to maintain your beautiful pearl jewelry, including tips on when and how to wear them (first on, last off), cleaning practices (soft lint-free cloth), and restringing recommendations (at least once a year if worn often).

Stunning organic beauty!
Stunning organic beauty!

Consumers are demanding organic in all aspects of their lives, and we believe they should have the same wide array of options in their jewelry. We are here to represent the beauty of the pearl in all its forms, and invite everyone to come in and try them on. We know you’ll love your pearls just like we do!

P.S. Do you like our new advertising slogan? Its copyright is pending, so please refrain from using it in your own advertising. But don’t hesitate to talk it up with your friends — word of mouth is how movements begin!

[Editorial] Dear Advertisers, Sell the “Good” Not the Goods

Thank you, marketing geniuses and PR gurus. Thank you for your creative, imaginative, catchy, pithy, poignant, colorful, and popular efforts in finding a way to sell stuff to people. You are the driving force behind the way business operates today, and the sidecar companion to consumer trends. I can’t over-state how much I appreciate the difficult tasks you’re given, and how beautifully — and often, brilliantly —  you carry them out.


In receiving the credit, you are doomed to hold equal share of the blame. Consumer behavior is your wheelhouse, and it’s on your head I squarely place the blame.

In your infinite branding wisdom, you have decided which names mean quality, and which do not. You place one style above another, often at the direction of said brand, without looking at the bigger picture. You push and push for something a client asked for, without ever considering what, exactly, you’re pushing on the unsuspecting consumer.

We, the retailers, are left to deal with your mess. We spend as much time in the day correcting misconceptions and re-educating the buyers as we do actually selling our own product. We have to explain, and present, and demonstrate, and explain again why a sterling silver chain from Big Name Company is totally undifferentiated from the one I have in stock. And why a name on the box means status to you and very little to me. Why our pearls are, in fact, nicer than the ones from the guy’s name you can’t pronounce, and why that is.

Untangling your mess has become a part of my daily routine. While I consider an educated buyer a better buyer, the learning curve can be steep — and that’s only with the willing ones, those who want to get to know their purchases. The rest leave me stuck between an honesty rock and moral hard place, where I won’t bad-mouth another store but refuse to perpetuate one of their many myths, truth-stretches, or occasional outright lies. Consumers’ heads are spinning, and the consequences are lower confidence and fewer purchases.

I think it’s time for advertisers to reverse course and focus on selling what I call, simply, the good. Sell beauty, romance, hopes & dreams, a lifestyle, a destination. Sell my customers on individuality, unique style, stunning color, attainable quality, and above all, sell them value. In doing so, your rising tide will lift all boats, allowing the entire industry to reclaim its previous place as worthy of trust and esteem. The fashion world is leading the way for individualism, constantly making room for personal expression and edging away from the concept of “out vs. in” culture. Jewelry is a branch of the fashion tree — a strong one, at that — and should be following suit.

We can’t afford to encourage the widening of the luxury/disposable gap, and that’s what your offhandedly thoughtless, us-versus-them advertising copy gets us. Allow consumers to embrace an idea, not just ideology, and they will return the courtesy by trading hard-earned dollars for dream fulfillment. A diamond was once forever, and should be again.

It’s time for an update, marketing mavens. Jewelry at all levels should sell because it is desired and loved, a symbol once more of occasions, commitments, successes, and my personal favorite… just because.