Some of your best customers live ten minutes away and have never walked in.
I'm Tim. I run Facebook and Instagram ads for owner-run jewelers. Each of your stores gets its own nearby towns and its own events, made from your own photos. And every Monday you see what the money did, in plain English.
You'll talk to me, the person who builds and runs the ads. No 10%-off ads, ever.
- Bedford Hills and Mount Kisco
- Hopewell Junction
- Greenwich and Fairfield, CT
A real Auburn Jewelry ad, shot at one of their private parties. Each area gets its own ads.
What jewelers tell me before we ever talk about ads.
"I spend on ads every year and can't tell you what any of it did."
Radio, the mailer, a boosted post here and there. The money goes out. What comes back through the door is a guess.
"December carries the whole year."
One month does the heavy lifting, so a soft December is a scary one. The rest of the calendar gets less attention than it deserves.
"People ten minutes away have never been in."
They've driven past for years. They sort of know the name. Nobody has given them a reason to stop in on a specific day.
"Every agency wants to run 10% off."
And your regulars, who've bought from you for years, see the ad and wonder why they never got that deal.
Each store gets its own towns and its own events.
Your stores sit in different towns with different people. So instead of one ad for the whole region, each store gets its own ads, aimed at the towns a short drive from its door.
Then every event gets its own short push in the weeks before it: a trunk show, a bridal event, a holiday open house, Valentine's, Mother's Day. When it's over, those ads come off.
Each store, its own radius
One budget, split by store. Each store's ads reach people within a short drive of that store, not the whole county.
Each event, its own push
A few weeks of ads in the run-up to each trunk show or event, aimed at people close enough to stop by. Then they switch off.
Your photos, your OK
Your pieces, your cases, your people. Phone photos are fine. Nothing runs until you've said yes to it.
Money goes where it's needed
When an event has passed or a store is having a strong week, the budget moves to the store or event that still needs people.
For once, you'll see what the money did.
The honest part first: in-store sales are the hardest thing in advertising to measure. Someone sees your ad on Tuesday and walks in on Saturday, and nothing connects the two on its own. So I do it three ways.
- Your sales, matched back.Your point-of-sale sales get matched to the people who saw the ads. Not perfect. Far better than guessing.
- A reason to mention the ad.A small gift for saying they saw it. On brand, and never a discount.
- A Monday report in plain English.What ran at each store, what it cost, what came in, and what I'd change next.
The headline: the trunk show push at Store 1 is doing its job. Store 3 is quiet, so budget moves there this week.
What's next
New photos from Saturday. Start the Valentine's ads at all three stores on the 1st.
"Tim's ads have quietly kept our programs full, from summer camp to afterschool. Every Monday we get a report in plain English that our whole team actually reads, and we always know exactly what is running and why. It is the first time advertising has felt this simple."
A school in Brooklyn, not a jeweler. Same Monday report.
Auburn Jewelry: three studios, a lot of pop-ups, ads for each area.
Auburn does permanent jewelry: chains fitted and welded on the spot. They have three studios and run 15 or more pop-ups a month, plus private parties. Their video is shot at their own pop-ups and parties, and their ads are split by area, each aimed at the towns around it.
What's grown while I've run their ads
- +40%Studio bookings
- 2xPop-up attendance
- +35%Private events
- +50%Online sales
Same three studios, a lot more people through the door. The ads made sure everyone nearby knew where to find them.
Their two longest-running ads
Both still live. Both shot on a phone at a real Auburn event.
Permanent jewelry that feels like YOU. Fully customizable 14k gold rings, anklets, necklaces + more. Book your appointment or find our pop-up!
Make your next celebration completely unforgettable with a private permanent jewelry party! We bring the sparkle to you.
New ads, made from their photos
The next set, built from Auburn's own shoot and their customers' own reviews.
Peridot Fine Jewelry: trunk shows
Each trunk show gets its own short campaign in the run-up to the date, aimed at people close enough to stop by.
I plan around your year, not mine.
A jeweler's year has its own rhythm. The ads should follow it, store by store.
The December proposals come in for bands and settings.
A short push at each store in the two weeks before the 14th.
Each show gets its own run-up. Mother's Day is May 9.
Bridal events, graduations, anniversaries.
The best time to get new faces in before the holidays.
Open houses and Small Business Saturday. Then you're on the floor, and I leave you alone.
That last part is real. Late November through Christmas, you don't need a new vendor in your inbox. January is when we plan the year.
I've stood behind the glass.
Before any of this, I ran a chocolate shop. Anna Shea Chocolates. We started on a side street in Tarrytown, grew to three stores with Rye and Katonah, and built a wholesale line. The Journal News said our display case could be mistaken for a jewelry counter. So I've stood behind the glass in the week before Valentine's. I know the family name on the door is the whole brand. I build ads like it.
Tim
Who I can help, and when it's better to wait.
A good fit if
- You're independent, and the owner decidesA family name on the door, not a head office.
- You have two or more storesEach one in its own town, with its own customers nearby.
- You have events or a bridal sideTrunk shows, designer events, open houses, engagement appointments. Something real to tell people about.
Better to wait if
- You have one store and no eventsThere's less for the ads to work with. Reach out when you add a show or a location.
- You're a franchise or run by corporateYour head office likely has this covered already.
What jewelers usually ask me first.
We already run radio and mailers.
Keep them. This reaches the people within a short drive who scroll instead of listen, and it's the one channel where you can see who saw it. I'm not here to replace a radio relationship you've had for years.
We tried Facebook. It didn't work.
Usually that was a boost to the whole region, with no event behind it and no way to count who came in. Ads for each store's own towns, timed to a real event, with a weekly read, are a different thing. And if something still isn't working, you'll see it in the Monday report about as soon as I do.
How would you know if someone came in?
Honestly, in-store is the hardest thing to measure. Here's how I do it: your point-of-sale sales matched back to the people who saw the ads, a small gift for mentioning the ad, and a weekly read of both. It isn't perfect. It's a lot better than guessing.
Is Instagram really where my buyers are?
Most people look online before they buy jewelry, and most of them still buy it in a store. The phone is where they find you. Your store is where they buy. The ads are just the bridge between the two.
Do you use AI images of our jewelry?
No. Your pieces, your logo and your people come from your own photos and video. Your product and logo are never generated. You see every ad before it runs.
Does any brand I carry pay for ads?
Maybe. Some designers and bridal lines have co-op programs, and a few cover Facebook and Instagram. It's worth asking. Bring the list of brands you carry to the call and we'll look at it together.
What does it cost?
It depends on how many stores you have and how much is on your calendar. There's the ad budget and there's my fee, and we'll size both on the call. You'll know the numbers before anything starts.
Tell me what's coming up at your stores.
Book 20 minutes with me. Bring your calendar: the next trunk show, the next event, the store you wish were busier.
I'll tell you what I'd run at each store and whether I honestly think it's worth it for you. If it isn't, I'll say so.
Tim