Just like you’re setting up retail appointments, you must also set up press appointments. It’s best for everyone around as attending press understand you’re there to sell.

Communicating with editors isn’t that much different from communicating with a prospective customer. You need to give editors a reason to “buy” your jewelry. Their currency is free editorial coverage for you.

Editors have seen it all. What makes you so special? Why do you deserve to have for free the coveted editorial space for which others are paying $200,000 and more?

A good photographer’s picture will be of a beautiful ring. A great photographer’s picture sends you dashing to your nearest jeweler to demand that ring be put on your finger this instant.

PR is about storytelling and no PR professional worth their retainer would engage you without first understanding your story. Ultimately, PRs are salespeople: we’re selling your story to our customers — the publications.

Never in a million years could one imagine any of the jewelry vendors adorning the Lower Manhattan streets of SoHo on any given Sunday would one day build an empire as vast as Bittar’s. But that’s exactly what’s happened.

Contact the senior marketing executive at your desired company (typically the CMO) and inquire if they have an in-house licensing group or agency, such as Iconix or Beanstalk. Present the group or agency with a nondisclosure agreement and follow with a licensing plan — a financial projection document outlining the net, wholesale and retail price with forecasted volume and reorders. This licensing plan must be formulated within each licensing sector you’re approaching.

You’re looking for engagement. This is the single most important thing that gives a blogger value – not the number of followers they have.

Engagement means people are responding to their posts. Are there conversations being had on their social profiles? If you see an Instagram account with 1.2 million followers, hundreds of likes, but no comments, you’re likely dealing with a faker. Save yourself time and move on.

Federal registration of the trademark with the U.S. Trademark Office does provide you with a number of additional benefits, including nationwide exclusivity, increased powers to enforce your trademark rights and eligibility to receive higher damage awards from the infringer with a successful trademark infringement lawsuit.

Luxury means many things to different people. For some, it means price, for others it means time, and for yet another few, it means experience. To achieve the bottom line for their companies, CMOs and marketing directors at luxury companies are tasked with discovering how to interpret these multiple definitions into a strategy that drives business.