A Tale of Romance, Travel, Adventure, Friendship...

I really enjoy Holly Buchanan's articles at the Grokdotcom, and blog Marketing to Women Online. I have never met Holly but her personality, intelligence, wit, fire and charm shine through in her writing. Holly tells it like it is. Gotta say... I love this woman!

If you market to women, (if not, why not!) my advice is listen to Holly. Below is a perfect example. Enjoy. Craig A.

Marketing Jewelry to Woman

Every piece of jewelry tells a story.
by Holly Buchanan 

Why do so many jewelry ads feature some pouty-faced model who looks, well, pouty?  If she's wearing a gorgeous, expensive piece of jewelry, why does she look so unhappy?   

They never smile, these jewelry models. I struggle to understand just what emotion they are trying to convey. They seem to share the same problem so many fashion models share - the inability to express an emotion on their face other than looking distant, haughty, or just plain bored.

Why does this matter? When it comes to marketing jewelry, women want to know - what does wearing that jewelry communicate about them?   

Every piece of jewelry tells a story. Ask any woman about a piece of jewelry she's wearing and you'll hear a tale of romance, travel, adventure, friendship, celebration or personal epiphany.

I got this in St. Martin. I looked at it in the store and I loved it. My husband snuck back the next day and bought it as a surprise.

Jack bought this for me when he was in Asia. It's Burmese jade. It's a really powerful stone. The ancient Chinese believed it provided protection and could even make you immortal.

This charm is an angel's wings. My sister gave it to me before she moved to the west coast to let me know she'd always be looking out for me.

 Continue reading... Marketing Jewelry to Women.