Targeting Higher Income Women/Fine Jewelry
According to Hill & Co.’s 2025 Business of Jewelry Report, there are approximately 17,000 independent retail jewelers in the United States, representing 50% of all jewelry sales. This statistic underscores that a substantial portion of consumer spending is concentrated in the hands of local shops.
Additionally, Dojobusiness.com indicates that independent jewelers maintain the largest retail share within the U.S. jewelry industry, further emphasizing the strength and significance of locally-owned stores.
Read below to see how one of our client stations used Marshall Marketing to profile higher-income women to secure an annual buy from a local Fine Jewelry store.
CLIENT: A Marshall station located in a market ranked 150+ working with a local fine jewelry retailer
TARGET AUDIENCE: Women with a household income of $75K and above
STRATEGY: Proposing an annual television advertising campaign
TACTIC: Presenting a Marshall deck detailing media usage, including both broadcast and digital platforms. Findings indicated that women with a household income of $75K+ are above average in the following five ways:
1. These women are influenced by TV and Internet Searches for awareness of local businesses and services.
THE RESULT:
Our client successfully finalized the agreement for the proposed annual campaign and also took advantage of multiple upsell opportunities with Marshall Marketing!
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