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Signature collection - more damage than help ?How is this collection helping sell more C&CM at Helzberg ? How is it helping us get into other large(r) B&M fine jewelry retailers ? If it is not helping with that, it is hurting us. Is it steering (the few) consumers to our website/marketplaces, instead of the large fine jewelry retailers (stores) ? Is it making it difficult for C&CM jewelry to compete in fine jewelry stores (B&M sales being the vast majority of jewelry sales, by a wide margin.......that is where we will win or lose, not online at this stage). <<<“While it’s hard to beat moissanite’s incredible fire and brilliance, durability, and value, .....>>> At least they are putting that out front. But they quickly drop back to the ethical nonsense. <<<...we’ve heard our customers tell us they choose a lab-created gemstone because it’s an environmentally and socially responsible choice>>> Duh ! You hear only the folks that you target. You target the "ethical" folks, well, that is who you will hear from. The problem is that you are not hearing from many (let alone selling to many), because that group is TINY (the group that chooses a forever fine jewel based on "ethical"). Here we go again.......C&C trying to convince us based on a self-fulfilling prophesy. It always mislead them before (if they actually have any data that even they can believe in), or they are just trying to mislead us. <<<designed to represent the special shared beliefs between our brand and our fans, as well as highlight the incredible beauty of our moissanite gemstones.”>>> The priority is backwards in that sentence. And anyway, the shared beliefs nonsense is crap.......and will intrigue a tiny tiny group of people, at best. The floret with a central star is not a horrible design. But trying to promote our jewel based on that jewelry design is something that verges on cheesy.......and with C&C, it will probably end up creating impressions of being cheesy. It kind of mimics a way that CZ would be sold. (On the positive side, it is gold.) <<<four C’s – clarity, cut, color and conscience:>>> That is crap. The four Cs is a D thing........don't try to pretend we have a better 4 Cs. That is cheesy. And they leave out carat.......which for many people is the most important C, and is a key advantage of the C&CM jewel (better, bigger jewel for same dollars). And forget the 4 Cs (five Cs).......that is D stuff......our message needs to be about superior BFL+D first and foremost (and then when necessary, hopefully Color is a C&CM advantage over other M, but conscience will not be, nor is it an advantage over created D). <<<
Sure ?? What is it grown out of, and where did that come from ? Is any energy used, and where did that come from ? What about the facility it was grown in.....is that zero energy, zero construction materials, etc. ? What about the growing machines ? What about faceting facilities and tools ? What about shipping the materials and the finished stones........is that zero emission vehicles, that don't even use electricity that had to be generated ? How did the manufacturing and finishing employees get to work....walk or bicycle ? The impact might be less (than mined D), but it isn't nothing. Don't go around pretending there is no impact. Don't go around pretending to be ethical, when you do have an impact. Why not tell people to be ethical by not buying any jewelry at all ? And log off facebook and the marketplaces, because they are using energy. And what about the B&M store employees jobs that you might kill (and construction jobs,....) , if you get people to buy online ? (I am not saying it isn't inevitable. Just saying there are ethics issues with killing people's jobs.) <<<searches for moissanite gemstones were up 294% in 2017,>>> There we go again. Large percentages of still tiny numbers. Meaningless. And certainly not an accomplishment. The effort has failed, since the absolute numbers are still tiny. (Want proof......what is the quarterly sales number ? They aren't saying awareness is up but nobody is interested in buying C&CM, are they ?) <<<“It’s clear the market is interested in moissanite due to its incredible beauty and value, as well as its ethical sourcing. >>> Again, got the order of priority correct (beauty, then value, then ethical if anybody actually cares about ethical, which I doubt). <<<an open-minded approach to the world that we share with our customers.”>>> WTF ? So people who don't use ethical as a main criteria for choosing a forever jewel, are not open-minded ??? (C&C insulating the vast majority of people again....people of all ages, including millennials ?) I will tell you who is open-minded......the people (all ages) that are open to a new fine jewel being the best at being a fine jewel (BFL+D). And most of those folks don't want to be told by C&C when they should be considered "ethical". And if that all isn't bad enough, here is the kicker (in company description): <<<As an e-commerce-driven business>>> STOP saying that. It is frightening to share holders. The key to success is to get our jewel into the large (B&M) fine jewelry retailers. Period. C&C is never going to sell much by being an e-commerce-driven (jewelRY) business. Never. Suzanne (and team), feel free to prove me wrong....start selling $10 MM per MONTH of this signature collection, online. Show me that you can grow that to $100 MM per month, over a few years time. A million a month is meaningless, a wasted effort. Ten million dollar quarters are pathetic, and continuing at that level is failure. Bottom line, unless they use this signature line to get into huge (B&M) fine jewelry retailers/stores, this is just another distraction and expense. At this point, these initiatives don't even give anybody a blip of hope anymore. They need to increase sales by orders of magnitude. And everybody knows they cannot do that themselves, they have to get into the big league game (with big league retailers). |
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Msg # | Subject | Author | Recs | Date Posted |
36121 | Re: Signature collection - SSR will be even more damage than help ? | moissanite_jewel | 1 | 9/19/2018 4:33:32 PM |