Opt for Quality.  We’ve all seen websites where it’s obvious that a storefront was photographed with someone’s low-resolution phone camera. We’ve also seen product that is blurry or photographed at an angle that doesn’t fully show the design.  One of my pet peeves are people, interiors, and products photographed without proper lighting so shadows make them look foreboding or ominous. When using images, it pays to use high quality commercial photography provided either from your supplier or by hiring a freelance photographer.

Show Your Best. Your best may not be the most expensive piece in your store. Your best may not be something you’ve personally designed. Your best should always be the style and quality that represents the selection in your store.  For example, if you’re a silversmith who has made a couple of 14k gold pieces— these are probably not the best representations of your work. Or if you specialize in luxury watches, photos of earrings will only dilute your product line.

Post, Post, Post.  Photos of products don’t just live on websites anymore! Post a photo whenever there’s an opportunity.  If your local Chamber of Commerce is holding a town-wide event, post a photo of your product or store on the Chamber’s Facebook page. When you claim your location in an online business directory… post a photo(s).  When updating your own Facebook page post photos… they’ll show up in the band of photos at the top of your page, to keep the page looking refreshed. There are dozens of opportunities to post photos online, so fire up your computer and get ready to post.

Ask for Photos. It never hurts to ask for a photo opportunity because you can get a wonderful testament to your independent jewelry store and product. Why not ask to take a photo in your store when an engagement ring is purchased? Ask customers to post photos of their purchase gift wrapped, or when it’s opened, or on their wedding day.  If you sell religious jewelry, ask people to post their Bar Mitzvah or First Communion photos. Don’t miss out on making your customers part of the sharing online… just ask!

Tell A Story. Throughout the year you’ll be involved in events that can’t be described in just one photo, but call out for a series of photos or a video.  These are occasions when you can loosen up and use your digital camera or phone to take a series of pictures. Goldsmiths who are commissioned to make a custom piece of jewelry can photograph the process. Gem dealers who make special trips to acquire unique stones can photo the highlights of the trip. A designer jewelry trunk show becomes a story.  A Chamber event hosted in your store. There are probably several events that you take for granted, but would be of interest to your customers.

Engage your customers and prospects with photos. Share the fun and people will look forward to more! Want more? Click here to get Rare Gems: 5 Hot Web Marketing Tips Just for Jewelers. It’s our gift to you during Just for Jewelers Week.

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