Panel Talk: Pushing Your Brand to the Next Level of Success
On March 21st 2024 The Jewellery Collective conducted our latest panel event at the Retail Jewellery UK Jewellery Festival 2024. Titled “Pushing Your Brand to the Next Level of Success”, the panel aimed to be a sparkling map to success. Joined by industry gems: Fay Cannings, founder Seekd, Rebecca Maddock, small business consultant and founder &Worn Studio, Ruby McGonigle, copywriter and digital marketer Lebrusan Studio and Sophie McKay, founder and creative director Sophie Mckay Consultancy and Bar Jewellery. These powerhouse women tackled real-world challenges and shared actionable tips you can use in your today. Attendees left empowered with practical ways to revamp their branding, ignite their sales for wholesale and retail.
“I truly hope all who attended the talk took away insights and practical steps to help them firm up their branding and get more sales!” - Rebecca
“I found it very really insightful and brilliant to hear all the positive feedback and meaningful conversations after.” - Fay
Kassandra: “How can you start crafting a cohesive narrative that resonates with your target audience?”
Rebecca: “It should all start with them, the people you want to sell to. You need to spend time on your target audience research so you understand them and know what they want to see. Choose solid content pillars that will appeal to your audience and speak about them often, these are the foundations of every topic that builds your brand identity. This reassures customers they’re in the right place for them. Always bear in mind, storytelling and narratives are not only written. You need a consistent visual and aesthetic narrative too.”
Kassandra: “How can I create content that my target audience will engage with?”
Ruby: “Once you’ve defined your target audience and the channels they’re most likely to use, think about content that is relatable to them, placing your jewellery directly in the context of their world. What might they need to see and learn in order to truly envisage themselves buying one of your pieces? Content that answers practical questions is a great place to start.”
“It was great to see [the panel] in action and hear everyone's wise words!” - Sophie
Kassandra: “What strategies can jewellery brands employ to engage with their followers and create a sense of community around their brand on social media?”
Ruby: “One benefit of planning your social media content in advance is the headspace subsequently freed up in the days that ensue. It’s very easy to forget the ‘social’ aspect of social media, so I advise using a small fraction of this time – perhaps five minutes per day – to browse your socials mindfully, engaging with content that you appreciate. Respond directly to comments and DMs and dish out likes, comments, shares and DMs of your own where they’re due. Not only is this a friendly way to forge meaningful connections with your clients and peers, it’s activity that will keep your profile ‘warm’. Remember that your tone of voice is your personality. Often, it’s the caption that makes the social media post, slicing through the thousands of similar visuals we scroll past every single day.”
“I cannot reiterate enough how inspiring, insightful and well-versed [the panel] sounded on-stage.” - Ruby
Kassandra: “How can jewellery brands effectively leverage high-quality visuals and videos to showcase their products and capture audience attention?”
Ruby: “Although it’s definitely worth investing in high-quality, professional imagery of new products or collections every once in a while for the purpose of editorial and press opportunities, don’t underestimate the power of your smart phone camera.”
Rebecca: “Your audience should see themselves in your content. If your images are overly austere or conceptual they may make it more difficult for your following to relate to your pieces and see themselves wearing them.”
If you missed the panel, or just want a refresher, you can check out Rebecca’s latest branding blog which covers most of the topics discussed and goes into invaluable detail.
All of our panelist would love to hear from you to support you in your journey through the jewellery industry. If you would like to get bespoke insights and support for your jewellery brand in a range of topics to propel your business forward you can get in touch with Rebecca Maddock of &Worn Studio and Sophie Mckay Consultant. If you would need support with marketing and copywriting contact Ruby McGonigle and if you want an incredible opportunity to get your jewellery out there and sell via Seekd get in touch with Fay Cannings.
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