December 2022 | Lab Grown Magazine

December 2022 | The Lab Grown Diamond Resource Book 20 To advertise call (888) 832-1109 | December 2022 21 ecember is routinely the most hectic month of retail diamond sales. Appreciating such, we’ll get right to the point. We’ll address topical issues carrying into to the first quarter of 2023, and why these touchpoints assist all facets of diamond distribution. We’ll just do so in reverse, starting with the front lines. Every retailer knows the power of closing diamond engagement ring sales, yet merchandising (or even discussing) anniversary jewelry, aligned gifting and self-purchase opportunities, still restrain many. This is a story about widening your target audience. We suggest you do so with select product methodology and head-turning modern concepts to expand your immediate focus of the present and include the peripheral vision of tomorrow. Transitional trends The developments you are about to read are based on current consumer online and instore behaviors and interests. The information offered is culled from significant and recent reorder data. This includes some of the most topical and transparent information often hidden from view, unless you’re doing business with the companies we’re profiling. We are not suggesting you align yourself with any of the highlighted corporations. In fact, some readers may find the examples offered as competitor news. Others will find the topics discussed to be too progressive for their pallet or too controversial for their demographic. To this latter group, the new diamond world we’re all living in will sadly always be “new.” The lack of a friendly handshake to the ideas herein may prove to be a handoff of sales. Fatal accidents Consider the content of this story in the same way you view the world.Focus of what is in front of you while simultaneously noting the closest, and often the most engaging of elements surrounding such. These are the valuable opportunities waiting in the wings. They align with your centralized communication and await your cue to bring them to center stage. You control when and how they are introduced just as much as your ability to cut their spotlight. What you shouldn’t do is wear blinders. A lot of accidents occur when we dismiss what’s right and left of center. And, some of accidents are fatal. Good Stone, Inc. uses a proven lack of product focus and social media-drive lifestyle imagery postered to sell a lot more than what’s on the model’s hand. Photo: Good Stone It’s showtime Let’s start with a very popular image from Good Stone, Inc. You’ve seen this style of promotional photography before. In fact, you’ve seen it a lot, and often. The idea within this frame isn’t to sell the viewer on any one style of ring or band. What do you see in this shot? The answer is interest. Odds are you are reading this sentence since you were drawn to the image. What captured your attention? While only you have that answer, I’ll share the marketing science and strategy that pulled you in. First: color. The pivot success maneuver for the advertising (and entertainment) industries of the 1950’s was color. But the introduction of themed color is what makes well composed jewelry shots such as this so dynamic. The greenery in the background flatters the green gemstones in the foreground and cares not that green colored gems are normally not showcased. Second: depth of field meets real life. Our eyes can’t blur backgrounds, and technically this is a very busy shot. The ad world calls this “transitional selling.” That’s a fancy term for capturing quick attention and then moving interest into a concentrated, clean format.