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.
Dear Lilian,
What is your suggestion for hiring photographers to capture publicity photos of jewelry, especially when jewelry photography tends to be outrageously expensive?
Best,
Stuart Berger
Berger & Son Fine Jewelers, Las Vegas
Dear Stuart,
Some will say “a picture is worth a thousand words.” But in the jewelry business, and in PR, a picture is worth thousands of dollars.
The right picture will create an emotional response, and emotions are why a woman happily spends tens of thousands of dollars on a ruby necklace to make her feel like Richard Gere is madly in love with her (while, perhaps, thanking her husband for paying the Amex bill …).
That’s a tall order, which is why jewelry photography can be quite costly.
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.
