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Have You Told Your Designer’s Story?

Have You Told Your Designer’s Story?

Style.com has a great story running right now about four fashion models who have become jewelry designers. It’s always important to remember that jewelry sales has always been about storytelling, whether it’s the tale of how gorgeous your customer will feel when she’s wearing your ring or the backstory that details how a particular design has come into being.

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We know that satisfying today’s customer means generating a steady stream of engaging content. One successful approach to creating that content is to put your designer in the spotlight. Today’s customer has a demonstrated hunger for origin stories – everyone wants to know how one gets into the jewelry design business, particularly if there’s a specific creative impetus or major life event that started the career journey. They also want to be able to peek behind the scenes – what kind of a lifestyle does a jewelry designer truly live; what types of events, music, and fashions do they enjoy?

Every designer will have their own comfort level about how much of their personal story they’d like to share with the world. Some designers are of the social media generation and have no problem sharing everything from their latest inspiration to a photo of what they had for lunch that day. Others are much more reclusive. Your job, as a brand manager, is to find a balancing point that helps you connect with as many brand fans as possible while honoring your designer’s need for privacy.

Consider the following options. In addition to the origin story, you could have your designer talk about what inspired a particular collection or piece of jewelry. Many designers are inspired by travel. Is there somewhere they’ve been, or would like to go, that has been reflected in their work? Another conversation many designers are comfortable having centers around the people who have influenced their work, whether that’s in the fashion or fine art world.

Using these themes, you can create blog posts, social media posts, and even videos to share with your fans. This material is also great support material for your partner retailers to share with their customers.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office