Lapidary Journal Jewelry Artist

Your Best Newsletter

YOU CAN DO A LOT to increase brand awareness via Instagram posts and Facebook ads, but who will access those messages is hit or miss — likely not all the customers you want to reach.

Where free marketing is concerned, many successful designers will tell you there’s nothing like good old-fashioned email. With so many jewelers and their customers stuck at home this year, effective direct marketing was vital. For many small business owners, the shutdown was the push they needed to improve their emails — and make them more of a newsletter.

“The newsletter topic is so relevant right now,” says Kristen Baird. “I’m overhauling

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