The Social Network
Social media is leveling the playing field in terms of marketing and selling jewellery. It is no longer required to have a shop front and dedicated retail space to get your name out there. In the age of Twitter, Facebook and online market places like Etsy, designers have the ability to sell and promote themselves directly to customers. Last year saw the UK launch of a US based ‘social selling’ jewellery company Stella and Dot. This forward thinking company has recognised the power of home selling, trunk shows combined with co-ordinated online approach. Think Avon ladies of the social media generation. The crucial ingredient is that the jewellery, designed in New York and inspired by the catwalk trends, is desirable and on trend. The brand has also been adopted by the fashion press and the jewellery is regularly worn by a host of celebrities.
It seems to be a winning formula, with massive growth in the US and UK expansion currently underway. You may find a Stella and Dot ‘stylist’ ringing your bell soon!