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When jewellery storeowners are asked what the biggest challenge in retail is, the answer is often unanimous – standing out in a competitive and crowded market.
So, how do you overcome this challenge? Well, at this year’s International Jewellery Fair (19-21 August), there’s a special presentation from an experienced publicist who claims to have the answer.
Karen Eck has more than 25 years of experience working with brands to increase visibility. She founded her agency in the US in 1999 and relocated to Australia two years later.
Today, her focus is on a masterclass series – The Power of Visibility – and helping professionals achieve success and recognition by building skills and confidence in their personal brands.
“The key to standing out in a crowded market is to commit to stepping up and out of your comfort zone,” she told Jeweller.
“I also believe that using a ‘less is more approach’ is helpful. For many people, the idea of self-promotion is difficult and awkward. And because it can be overwhelming, they choose to do nothing at all.
“The good news is that there are strategies and tips you can learn. The first is to put visibility on the agenda and the second is to create a plan. The third and final step is to see it through!”
On the opening day of the Sydney Fair, Eck will host a special presentation that will detail the mistakes businesses often make when promoting their work, as well as the fundamentals of social media, and how to identify and communicate expertise with impact.
The following day, Eck will host a practical workshop beginning at 8.30AM that will delve deeper into the keys to successful self-promotion; however, numbers are limited so booking early is a must.
“Raising your brand profile and getting cut through starts with you. Challenge yourself to proactively put visibility on the agenda and cultivate a fresh perspective when it comes to showcasing your skills and expertise,” she added.
“Importantly, people tend to buy from those they like. Personalise your product offering, so customers get a sense of who you are and why your products are of value to them.”
This year’s International Jewellery Fair is expected to be the largest of the past decade, with additional special presentations planned to address money laundering legal reform and business building.
Registration and other information available at www.jewelleryfair.com.au.
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