For the first time, hear from someone who has worked with several of our most prestigious and successful designer jewelry brands -- David Yurman, John Hardy, Padma Lakshmi, Diamonds in the Rough, Coomi -- and learn how brands like these run and what makes them so successful.
11:10 AM - 12:20 PM - Meeling Wong
The principals learned here are applicable to any size company, including yours. Learn:
- What is a brand and when are you a brand?
- Real life experience on brand building.
We'll start off by differentiating a business from a brand, and then proceed with the process of brand building.
You can have a successful and profitable business designing, manufacturing & selling jewelry and still not be a brand. Building a good brand requires time, capital, and emotional investment and not all of us are prepared or equipped for it. The truly successful brands are the ones that can sustain themselves over time. They evolve and innovate with the times while maintaining the true nature of their brand essence or DNA. There are only a few U.S. jewelry brands that have achieved national brand status.
For the process of brand building we will work through three simple questions :
- Who are you and where are you today? -- Identifying the story and Positioning it
- Where do you want to go and what do you want to become? -- the Vision & Mission
- How do you get there? -- Communication & Marketing
We will also touch on the following:
- Pricing your product correctly
- Merchandise, edit, and stand for something
- When to outsource
- When to advertise
- Utilizing public relations & social media
