Small is the next big story in retail—small as in independently owned businesses that often make America’s ‘Main Streets’ their home. This trend will reshape the retail landscape for the next decade, fueled by the desire of the highest- spending customers for new shopping experiences that they can’t find at the mall, in the national chains or in big box stores. The most successful among these specialty retailers will be those who have shops that POP! Their secret: Success in retailing today is LESS about what you sell, and MORE about how your sell it. It’s this understanding that shops that POP! use to create extraordinary shopping experience for the customers. Rather than just a store set up to sell stuff, it becomes a stage on which the shop owner tells their special story to and for the customer. It combines a unique vision with carefully curated products and services delivered in a personal and personalized way to people who are not just customers, but true friends. Main Street retailers must play to their number-one competitive advantage: their personal touch. In this presentation, Danziger delves into the opportunities and challenges for jewelry stores to create extraordinary shopping experiences by drawing upon examples in Danziger’s new book, Shops that POP! 7 Steps to Extraordinary Retail Success. For jewelry store owners and jewelry marketers to help their businesses grow.

1. And how three extraordinary
jewelers did just that
By Pam Danziger, Unity Marketing and panelists
• Jennifer Gandia & Christina Gandia Gambale, Greenwich St.
Jewelers
• Marisa Perry, Marisa Perry
• Kara Ross, Diamonds Unleased by Kara Ross

2. 2
© Unity Marketing, 2016
28,336
28,625
27,745
23,47723,328
28,580
43,604 44,014
-
10,000
20,000
30,000
40,000
50,000
60,000
1997 2002 2007 2012
SOURCE: U.S. 2012 ECONOMIC RETAIL CENSUS & UNITY
MARKETING
JEWELRY STORE TRENDS
Number of Jewelry Stores w/employees
Number of jewelry businesses w/o employees
Self-employed
jewelers up 89%
Jewelry stores down
nearly 20%

3.  It’s a stage where shop owner tells
special story to customers
 Not just a space set up to sell “stuff”
 Offers a unique vision with carefully
curated products and services delivered
in a personal and personalized way to
people who are more than customers,
but friends
 Appeals to customer’s five senses

4. Time
Inter-
action
$$$
4
© Unity Marketing, 2016

5. Shops that POP! share these qualities
 Customer involvement and interaction
 Shopper curiosity
 Contagious, electric quality
 Convergence among atmosphere, store
design, and merchandise
 Authentic concept
 Priced for value
 Accessible, non-exclusive, and free from
pretensions
5

6. 6
© Unity Marketing, 2016

7. 7

8. Jewelry displayed
eye level as works of
art
Hangs as it would on
the person
Limits exposure for
thieves…
Maximum exposure
for customer
8

9. Double-locking
door entrance is
security feature
But it’s beautiful,
transition space,
not man-trap
Communicates
something exciting
is going inside

10. Looks like an art
gallery, but sells
jewelry
Uptown jewelry
with downtown
vibe
Publicity, social
media spreads
the word to
make people
want to go and
see for
themselves
10

11. Electricity
must come
from within
Can’t be dialed-
in
Starts with staff,
spreads to
customers
11

12. Atmosphere,
store design,
merchandise
creates a single
experience
Art-gallery
setting selling
great-
grandmother’s
jewelry in ultra-
modern style
12

13. Elizabeth &
Irene Pamela
Doyle’s story is
the real thing
The product
they sell is the
real thing
The way they
sell it is the real
thing
13

14. Something for
everyone, at
every price point
Heirloom,
antique, vintage
and new
contemporary
collection cuts
across all price
ranges
14

15. No uptown
pretensions
Downtown vibe
15

16.  Create a new unique vision for the store
 Change to be relevant to the customer
 Imprint owner personality in the store
 Use all the tools available
 Active on Facebook, Pinterest, Instagram
 Website sells few carefully selected items
 Engage with the local community
 Vibrant, not static
 Business is not just selling products – Tell stories for
customer so they can become part of the story
Keep your focus on
what makes your
store special,
different,
distinctive
Lead with your
specialness
That specialness
becomes your
‘brand’
16

17. 17
© Unity Marketing, 2016

18. • Jennifer Gandia and Christina Gandia
Gambale, Greenwich St. Jewelers
• Marisa Perry, Marisa Perry
• Kara Ross, Diamonds Unleased by
Kara Ross
18
© Unity Marketing, 2016

19. Today’s consumer marketers face an increasingly competitive
environment with many business and marketing challenges.
Unity Marketing leads with research to help businesses gain
insights into their core customers and their best target customers
– the affluent who have discretionary income to spend.

20.  Affluent Consumer Tracking Study
 Two waves
 Spring Shopper Track
 Fall Product & Services Track
 Consumer Gifting Study
 In-depth investigation into gift choices and shopping
behavior among middle-income to upper-income
consumers.
 Special investigation into how consumers use the internet
for their gift research, planning and buying needs.
 Survey completed April 2015 (n=1,649 consumers HHI
$97,900)
 Art, Framing & Wall Décor Study
 The ‘selfie’ culture has created a new market for frames
and wall décor. In addition, affluent consumers are
collecting more original, one-of-a-kind artwork to display
on their walls.
 An in-depth study is planned in 2016 to investigate the
new art, framing and wall décor market, with a special
section devoted to how consumers use the internet in
their pursuit of new art and frames to display.
 Millennials on the Road to Affluence
 This new study has important implications for every
brand that wants to connect with the next generation of
luxury consumers: the Millennials
To deliver more actionable
insights to marketers about
the best potential
customers in the U.S.
consumer market today –
the affluent top 20%.
Copyright Unity Marketing, 2015 20

21.  Qualitative expertise
 Focus groups, IDIs
 Expert, influential & channel partner studies
 Quantitative expertise
 Survey design
 Data analysis including statistical data analysis
 Analyzing survey results for key take aways
 Marketing & branding consulting
 How to use research to create more powerful brands
and more compelling marketing
 Speaking experience
 Presentations that deliver the most important
information and insights that the audience can take
away and put into action
We are a boutique
marketing research and
consulting firm.
We lead with research to
advise businesses that need
insights into mind of
affluent consumer with
incomes $100k and above.
4/24/2016Copyright Unity Marketing 2015

22.  Greater access to new AFFLUENT
consumer SAMPLES
 In-depth data about HIGH-END & LUXURY
customers
 Understanding of BRAND USAGE &
AWARENESS
 Key COMPETITOR BRAND usage &
awareness
 Purchase & usage TRACKING STUDIES
 CUSTOMER SURVEYS and studies to
identify new opportunities
Unity Marketing can
provide more data about
the affluent consumers,
combining both qualitative
and quantitative research
strategies.
4/24/2016Copyright Unity Marketing 2015

23.  UNDERSTAND your best prospective CUSTOMERS’ needs
and desires
 Get the COMPETITIVE EDGE
 Develop more effective MARKETING STRATEGIES
 RESEARCH your market
 SHARE customer KNOWLEGDE & INSIGHTS
 Evaluate NEW PRODUCTS
 Find best CHANNELS OF DISTRIBUTION
 Track TRENDS in the market
Unity Marketing can help you
use the research data you
have on hand to greater effect
to drive growth for your
business.
We consult with companies of
all sizes, from small to mid-
sized to large multi-nationals.
We support retailers,
manufacturers and marketers
in both B2C and B2B
marketing strategies.
4/24/2016Copyright Unity Marketing 2015

24.  Presentations CUSTOMIZED to specific needs of your
group
 PREPARE your marketing and sales teams for the
competitive landscape of tomorrow
 Gain “All Access” into the mind of today’s most
influential shoppers – the AMERICAN AFFLUENT
 Turn research-based INSIGHTS into ACTIONABLE
STRATEGIES for reaching your most profitable
customers
For over a decade Pam
Danziger has studied the
changing preferences,
shopping habits, attitudes, and
lifestyles of affluent consumers.
Her presentations, speeches,
seminars, webinars &
workshops are customized to
the needs of each audience.
Each presentation is designed
to give the audience news they
can use to understand the mind
of today’s most influential
shoppers – the American
Affluent.
The goal is to deliver research-
based insights that can be
turned into actionable
marketing strategies for each
member of the audience to
reach their most profitable
customers.
4/24/2016Copyright Unity Marketing 2015

25. Unity's research-based
approach can help
marketers and retailers find
new opportunities for
growth in their businesses.
Email Pam188@ptd.net or
call 717.336.1600 to discuss
your marketing challenges.
4/24/2016Copyright Unity Marketing 2015
Pam Danziger and the Unity Marketing team offer a range of
tools and resources to help marketers and retailers identify
their best customers and channel partners and how to reach
them most effectively with targeted marketing strategies
and tactics.

26.  Speaker, author, and market researcher Pamela N.
Danziger is internationally recognized for her
expertise on the world's most influential
consumers: the American Affluent. Her new mini-
book, What Do HENRY's Want?, explores the
changing face of America's
consumer marketplace.
 As founder of Unity Marketing in 1992, Pam leads
with research to provide brands with actionable
insights into the minds of their most profitable
customers.
 Leadership in luxury marketing recognized
through Global Luxury Award presented by
Harper’s Bazaar, London May 2007.
 She was named to Luxury Daily's Luxury Women to
Watch in 2013. She is a member of Jim
Blasingame: The Small Business Advocate’s Brain
Trust and a contributing columnist to The Robin
Report.
 Currently Pam is working on a new book : Meet
the HENRYs: Millennials on the Road to Affluence
 Her most recent books are What Do HENRYs Want?
and Shops that POP! 7 Steps to Extraordinary Retail
Success.
 Previous books, Putting the Luxe Back in Luxury:
How New Consumer Values Are Redefining the Way
We Market Luxury; Shopping: Why We Love It, Let
Them Eat Cake: Marketing Luxury to the Masses as
well as the Classes & Why People Buy Things They
Don’t Need
4/24/2016
© Unity Marketing, 2015
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27. © Unity Marketing, 2015