I'm not an expert on Marketing at all, in fact, I will heed the
advice of other people who recommended the books to read on the
I have been trying to rev up my jewelry business as well and have
been talking to PR companies few times. One thing that all of them
feel very strongly about is that you should have a good name for your
company/brand - the easier the name to remember the faster your
customers will remember you. Also, once you sink the money into
advertising and decide that your name is not that great, all that
money will be waisted as you will have to start almost from scratch.
I am actually doing just that right now. Turns out my present company
name "Ateh" is very hard to remember ( which I've discovered after 10
years of using it!) so I am changing it to "Ruslana", which at least
has the advantage of being my own name.
Another good advice - if you have any country clubs in your area -
do lunch talks, choose a topic that is related to your jewelry, it
could be anything historical, technical, etc. You basically sell the
set lunch to the interested people (the catering service gets the
money) and you provide free entertainment in a form of lecture. But
can also bring your jewelry along and collect the name cards from the
people, thus building up your customer base. I will try that too when
I have the time. The advantage is that it doesn't cost you anything
but your time.
I wish you luck in your marketing!