Jewelry And Optical Advertising
( Originally Published 1902 )
Jewelry is a luxury—not a necessity.
The advertiser should never lose sight of this fact.
It takes more brains-more skillful salesmanship—more clever and ingenious advertising to sell luxuries than necessities.
Honesty, straightforwardness, simple common sense-such qualities never lose their advertising vitality and should be remembered with every ad penned to push a jewelry business.
Poor salesmanship and poor or no advertising will not prevent the sale of necessities. For the people must and will have them.
Not so with luxuries—with diamonds, watches, rings, pins and jewelry generally.
The advertising of such should typify in the highest degree skilled advertising—yes, artistic advertising.
When one undertakes to prepare a booklet, brochure or circular advertising jewelry, he can count upon obtaining effects in the illustrating and presswork worthy of the scintillating specials mentioned.
Not so with newspaper ads. Newspapers are ground by the thousands through presses at a high rate of speed. The pressure of their printing precludes artistic effects. Probably this is why so few jewelers advertise in newspapers—the most practical advertising.
But if newspapers cannot show superb half-tones, most of them can set up ads that, as far as type and borders are concerned, should satisfy advertisers. "Line cuts," skillfully drawn and cut deep, are used to-day in newspaper advertising by thousands of jewelry advertisers.
Taste should be given the greatest latitude consistent with straightforward selling qualities. The advertising of all articles of luxury should appeal to the refined desires that are subdued, if not entirely eliminated, when buying everyday needs. The writer's pen, the artist's brush and the printer's type should, therefore, aim to produce advertising that fitly reflects the beauty, richness and exclusiveness of the articles advertised.
How To Accomplish It. 139
These two ads probably give a better expression to the pre-ceding ideas on jewelry advertising:
Writing jewelry advertising is a most difficult task to the beginner. To many at no time is it an easy task. But to those who "get the swing of it" it is delightfully congenial work. The mind is occupied with the contemplation of the beautiful. The richest and rarest of this world's riches are subjects of the writer's consideration. If he has imagination it is exercised-often inflamed-by the great influence possessed by this material wealth—the part it has played in history-the part it will play in history—the endless and far-reaching effects it has had and will have upon human passions. Jewelry is an emblem of wealth that the world promptly recognizes. The possessor of jewelry shows conclusive, concrete evidence that he or she is a somebody—so far as distance from poverty and all its disadvantages are concerned.
The finest gold chronometers —the inexpensive silver and nickel case watches, all sorts, all prices—are represented in our splendid watch assortments.
Ladies will be interested in our attractive arrangement of Chatelaine watches, comprising a showing pleasing alike to the eye, taste and purse.
How does this item please your purse?
Ladies' Silver Chatelaine Watch, fancy enameled dial, assorted colors, and enameled chatelaine to match, worth $9.00, but here at $6.50.
Whatever is worth honing ma jewelry store is in this store. Its appointments are in harmony with the exquisite and meritorious merchandise we carry. Our expert knowledge is always at your disposal.
T. T. THOMPSON & SON.
Exclusive--exquisite— trustworthy—what an array of adjectives springs to the point of the pen when it writes about our stock!
Holiday and birthday pre& ents—wedding gifts—articles of personal wear or household adornment—all are here in a profusion of varieties.
The market is difficult but we know it as does no other jeweler in town. Years of experience and ample capital bring the cream of the market to us—then to you!
Small profits satisfy us—in proof of which we say;
Ladies' silver Chatelaine Watch, fancy enameled dial. assorted colors, and enameled chatelaine to match. worth $9.00, but here at $6.50.
Our diamonds are of the first water—flawless. Some diamonds are imperfectly cut—" or color "—poor in shape or tarnished, with flaws, but such stones never find their way in the establishment of
W. W. WALSHINGHAM.
As wealth attracts wealth, so does the wearer of diamonds attract riches. Hence it is recognized as good business policy for a person to buy diamonds. Look prosperous and you stand an excellent chance of being prosperous. Should reverses come and you are obliged to hypothecate the diamonds for more necessary greenbacks, you will find that you can raise a loan of larger proportions and with greater alacrity from the gentleman who flourishes under the three-ball sign with jewelry as security than with any other form of collateral. In other words, jewelry stands for money at any and all times.
The preceding paragraph contains points of importance to the writer of jewelry advertising.
If the writer wishes historical data upon jewelry all he has to do is to look into almost any history. Macaulay's history is suggested not only because it mentions jewelry and its influences in several instances, but also because the luxuriant imagery of its captivating style is full of inspiration to the writer upon jewelry. Edgar Allen Poe's remarkable story, "The Gold Bug," is recommended to the writer of jewelry advertising by reason of its splendid descriptions. Moore's " Lalla Roohk" is a poem that should arouse the dullest imagination to a degree where it could express something worthy of jewelry.
Type selections should be dignified-yes, elegant. Borders should be neat and attractive.
Printing, paper, presswork and cuts should be the best procurable.
Newspaper advertising should be given careful consideration by all retail jewelers. In fact many wholesale jewelers can, with great profit, give thought to magazine and booklet advertising as the power of advertising in creating a sale through every channel is rapidly becoming appreciated by wholesalers and manufacturers. See how clothing, shoes and foods are advertised to-day—not only by retailers, but also by manufacturers and wholesalers who recognize the fact that when a demand is created the retailers must supply the goods.
The retail jeweler who has never tried local advertising hardly knows how to begin. Let him do as the most experienced advertisers are doing, viz.: Go in regularly with a three or four inch ad. The advertising appropriation should amount to about three per cent. of his business. At first it may seem money thrown away, but presently the increased business done will prove the soundness of advertising as an investment.