Professional Jeweler Archive: The Write Way

August 2000

Managing/Publicity


The Write Way

Newsletter service helps you keep in touch with customers


Many jewelers publish newsletters to inform customers about upcoming sales or promotions and provide information helpful in choosing the right piece of jewelry. The problem for many, though, is finding the time to put the material together, and a concern for most is the cost involved in creating a newsletter.

Jennifer Burke, a consultant who has developed numerous promotional pieces and ads for retail jewelers, thinks she has the answer. She created Marketing Momentum, a company based in Tustin, CA, that offers a four-color quarterly newsletter you can customize with information about your own jewelry store. Burke calls it a turnkey program directed toward independent fine jewelers.

Burke writes, designs and prints the four-page newsletter and even handles mailing if you wish. It coincides with special gift-giving periods – Valentine’s Day, Mothers Day/Fathers Day/graduation/June weddings, summer and Christmas. Each issue contains news about a jewelry category – such as diamonds, colored gems, platinum and gold – as well as general industry information. You can customize the newsletter with articles about your own promotions, discount coupons or other store-specific information, such as hours of operation. Burke works with manufacturers to provide product photos of merchandise carried in the store.

Keith Norris of K. Norris Jewelers, Riverside, CA, says he had a good response to his first newsletter (sample pictured), which was mailed to about 8,000 people in January. “Valentine’s Day was the best we’ve ever had,” he says. He featured a drawing for a $750 Gift Collection Getaway and received more than 500 entries. He included a coupon for 20% off any appraisal, an offer that boosted his appraisal business 100%. Norris doesn’t rely on the newsletter to get people to buy a particular item, rather to remind them that “I’m their jeweler.”

Burke says the cost for 1,000 copies ranges from $2,170 per issue at a four-time rate to $2,390 per issue at a one-time rate; mailing services are additional. Standard customization includes two half-pages of personalized material plus the store logo on the front, but Burke works with jewelers to customize the newsletter in any way they want.

  • Marketing Momentum, Tustin, CA; (714) 838-3013, fax (714) 838-6547, jburkemm@jps.net.

– by Jack Heeger

Copyright © 2001 by Bond Communications