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Do you have a customer e-mail list? If you have installed a quality jewelry store software program, the answer is probably yes.

But are you using your jewelry store software effectively? If not, you could be missing some important sales and profits.

Jewelry store software: An e-mail campaign begins with your personnel.

A quality jewelry store software program makes it easy to create and maintain a customer e-mail list. But if your store personnel have not been trained to ask for e-mails, you are probably missing a lot of names. Both training and incentives can help change that.

When requesting an e-mail address, always ask permission to use it for promotional purposes. For example, you might say something like, “From time to time we send out exclusive sales offers and information to our e-mail customers. Would you like to be included?” Emphasizing the word ‘exclusive’ will make it extra appealing.

If the customer says no but will allow the e-mail address to be stored for personal contact use, your jewelry store software should create a separate file for such email addresses.

Jewelry store software facilitates the creation of e-mails worth reading.

Every e-mail you send should earn readership for your next e-mail. Here are some ways to build value into your e-mails and make certain they are consistently read.

Use your jewelry store software to identify items in your inventory that have overstayed their welcome. Offer them to e-mail customers at a special clearance price, particularly if you have only a few in inventory. Or, give them as a gift for a purchase. Build in a note of urgency by commenting that only a limited number are available and when they are gone the offer will be withdrawn.

Your jewelry store software will also provide a comprehensive product sales history. When a holiday or gift-giving season is approaching, use your jewelry store software to pinpoint what items will probably be most popular. Promote one of these items as a loss leader in an e-mail mailing to draw traffic into your store.

Be single-minded

Confine your e-mails to just one promotion or item. Trying to sell too much will result in your selling too little. Even if several items are pin-pointed by your jewelry store software as being popular for a certain promotion, use just one.

Be brief

The attention span for e-mail is limited. So keep your e-mails brief. A few short paragraphs will do the job. And write them as you would to a friend. In fact, it often helps to visualize a customer and write the e-mail to that one person.

Incorporating e-mail into your promotional mix, with the help of a quality jewelry store software program, may well become one of your most effective advertising tools. If you don’t have a customer e-mail list, start one today. If you already have such a list sitting idle in your jewelry store software program, put it to frequent use. This form of advertising involves little outlay of cash and, when properly used, will add important dollars to your bottom line.

Cheree Dohmann is an internet marketing consultant that works with individual companies to build branding, search engine visibility and create online advertising opportunity for small businesses. Cheree has worked with IBIS for the past 2 years to promote their jewelry store software. To learn more about IBIS, please visit http://www.ibis-net.com.

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We like to decorate our ears. Try to forget that you had your ears pierced in a mall just as soon as you could talk your mother into letting you do it. Try to forget that you have given away as gifts more earrings than there are margaritas in Cabo. Consider from the perspective of an alien visiting our planet for the first time:

“They decorate their auditory recepticals with small bits of shiny metal and colorful rocks.”

In our fast-paced modern cultures our ears provide one of the easiest and most prominent body parts to adorn. We express ourselves, our moods, our attitudes through the jewelry we afix to our ears.

Earrings have been around forever. Well, ok, as near as we can tell, a really really long time. The oldest known earrings are the Lunate earrings. The Lunate earrings were excavated in Ur in Mesopotamia, what is now Iraq (of all places). These gold crescent hoops are approximately 4,500 years old. The earliest designs of earrings were hoops and pendants made of precious metals, most commonly gold, and sometimes bone.

The popularity of earrings rose and fell throughout the ages in direct relation to hairstyles. For example, the adornment of our ears fell out of favor during the Middle Ages. It was considered immoral for respectable married women to be seen in public with their heads uncovered. Then in the mid-1500’s women began wearing their hair up, exposing their ears. Earrings resurged.

Today earrings thrive with as many different variations as there are people wearing them. We wear danglies of all sorts, hoops and posts and spirals and swirlies, made from all kinds of materials including silver and gold and sea shells, pearls and gems and glass beads. We wear earrings as art.

By Serene Chong, Eleworth
By Topher ZiCornell, Eleworth

Eleworth offers an increasingly wide selection of artistic, hand-made earrings.

When Serene isn’t busy with coursework for her computer science master’s degree, she’s busy daydreaming about her next meal. As a Chinese-Malaysian in California, she loves to try new foods, and equally loves to try new jewelry. Serene is always looking for new ways to express cuteness, and jewelry is one of her favorite things to play with.

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No, by jewelry and the darkside, we are not referring to Darth Vader’s dark side of the force. However, the idea of jewelry inspired by Anakin Skywalker, the Sith and his Emperor sure is tantalizing. Here, if you think more about the likes of Morticia Addams of the Addams family, then you’re on the right track. Gothic jewelry is the type of jewelry that the likes of her would wear: mysterious, brooding, yet elegant. Viewed this way, jewelry and the darkside certainly can go hand in hand.

Gothic jewelry, or darkside jewelry, as opposed to ‘light,’ evokes images of the macabre and the preternatural: vampires, the dead and undead, spirits, black magic and the black arts. As such, artisans craft items that would appeal to a person’s dark or gothic side. There is an abundance of e-commerce websites and specialty stores whose emphasis is on jewelry and the darkside. In these places, a person will be able to find gothic jewelry such as pentacle pendants, gothic cross necklaces, spider-and-web piercings, and more.

Also known as pagan jewelry, gothic body ornaments are made from many types of materials, but they are typically available in gold, sterling silver and pewter. They may come plain or be encrusted with jewels. Many pieces of gothic jewelry have their roots in esoteric sources, such as signs and symbols used in ancient Egyptian lore or those employed in Celtic rituals. Other pieces of gothic jewelry are timeless icons representing the eerie: coffin-shaped rings, heavily ornate cross brooches, earrings shaped like the heads of howling wolves.

Slave bracelets, also known as handflowers or maille bracelets, are also popular examples of gothic jewelry. These look like chain mail, or pieces of woven metal. They are different from conventional bracelets in that they are worn not just on the wrist, but on practically the whole hand, and their intricate patterns are sure to attract attention. Bib and choker necklaces are also popular gothic accessories. Catalogues of gothic jewelry oftentimes include so-called ‘poison’ rings or bracelets. These items have a small compartment where the wearer can presumably keep very small or fine materials, such as powder. Maille, chandelier or dangling earrings are also available to complete one’s overall look of mystery.

Gothic jewelry is easy to wear and can be used to dress up or dress down. They are easily available and the variety offered is endless. Because they depict arcane symbols and figures, gothic jewelry imparts a sense of mystery and secrecy. Popular among both the young and not-so-young, gothic jewelry may be dark, but not dreary; ornate, but not tawdry. In fact, it is just the opposite: jewelry and the darkside - a hauntingly beautiful combination.

Sam Serio is an Internet Marketer, musician and a writer on the subject of jewelry and gemstones. For more information on jewelry and gemstones, we cordially invite you to visit http://www.morninglightjewelry.com to pick up your FREE copy of “How To Buy Jewelry And Gemstones Without Being Ripped Off.” This concise, informative special report reveals almost everything you ever wanted to know about jewelry and gemstones, but were afraid to ask. Get your FREE report at http://www.morninglightjewelry.com

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