Marketing Jewelry to Women

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.

My parents got this for me as a graduation gift. I was the first person in my family to graduate from college.

I bought this for myself the day I found out I was cancer-free.

I found this in a tiny little shop in Nantucket and thought it was the most beautiful shade of blue I’d ever seen. Every time I touch it, it reminds me of walking along the shore and staring out into that beautiful sea.

So I wasn’t surprised to read Roy Williams’s Monday Morning Memo reciting the story of a jeweler who gave away 500 free charm bracelets. The people around him said he was crazy, and that he’d lose money on the deal. But this jeweler knew better.

Sure enough, after giving away 500 free charm bracelets, he sold $100,000 in beads and charms. Only 28 people who took a bracelet failed to buy a charm for it.

Jewelry is about relationships; relationships with our spouses, our new loves, our family, our friends, and ourselves. The jewelry we wear speaks volumes about who we are. Women love talking about their jewelry. But I would argue that it’s less about bragging and more about communicating; communicating something about who they are and what’s important to them. Yes, sometimes what they’re communicating is “He spent a lot of money on me,” or “This is one expensive piece,” or “I have fabulous taste.”

But there’s much more to it than that.

So, please, enough with these ads showing fashion models with pouty looks on their faces. Show me some jewelry ads that focus on what the jewelry’s communicating. Close-ups of the piece of jewelry are nice so you can see what the jewelry looks like, but what does it mean to the person wearing it?

Perhaps more jewelery designers should take note of Di Modolo’s success promoting not just their jewelry, but insight into a woman who wears it.

5 Casual Fashion Basics For Summer 2008 by Janice Wee

Summer is the time to take a break. You know. Kick back your heels, raise your feet on a stool and relax. Time to loosen up and go for breezy comfort.

There is no need to forgo your stylish image. These 5 comfortable pieces let you stay in style. At the same time, they offer your great mileage.

1. A comfortable white shirt. Get a men's style white shirt and wear it with khakis, jeans or a pencil skirt. That roomy classic goes with virtually everything in your wardrobe. For that sultry siren look, you could secure the shirt under your bust with a knot instead of buttoning it up. Or you could wear it as a super comfortable sleep shirt. You could get a new white shirt from the stores or you could raid your guy's wardrobe for a gorgeous white shirt.

2. A pair of jeans. If you fit into your favourite pair, that would do for summer. Nothing beats your favourite, broken in jeans when it comes to comfort. If your jeans are a tad too tight, go get yourself a new pair that fits. Well fitting clothing look better and make you look slimmer than too tight clothes.

3. Bright, roomy, summer dress A loose fitting dress in a bright color is a hot look every summer. This is especially evident for Spring/Summer 2008 if you watch the designer fashion shows. One thing about the tent dress or roomy, loose fitting clothes that do not define your waist is that unless you are really thin, you would look fatter in them. Modify the look by adding a sash or belt around your waist to define your figure. That way, you'll look amazing.

4. Tank Tops With summer's scorching heat, who needs sleeves? A sunblock would protect your skin so you can bare your arms in a breezy, sexy, tank top.

5. Skorts That's a cross between a miniskirt and shorts. Skorts are pretty hot right now. Like both shorts and miniskirts, you would flaunt your legs in them and by highlighting your legs, you make them look longer. Skorts offer you the feminine look of a very short skirt without the risk of wardrobe malfunction should you bend over.

About the Author

For all the pants, jeans and shorts you might need for summer and beyond, check out http://www.buy-pants.com