It's hard work! I've been doing my very best to get Dunitz & Company fair trade jewelry some visibility in this season's magazines and holiday guides. I had no idea what a challenge it would be. I also know as consumers change the way they make their purchases (more often than ever people are shopping online) it is imperative that Dunitz & Company grows a, however small, online retail presence. Without developing an additional arm to our business, maintaining the business and sustaining our artisans becomes more difficult.
Perhaps some of my ideas will help you in your business. Perhaps you'll have some ideas for us! In May, I signed up for several months with a service called Media Leads. For $99.00/month, this service provides editor and blogger requests for pitches. It's easy to use and many quality reporters use this service. I also signed up for HARO (Help A Reporter Out) which now emails me three times per day with requests for information. Most aren't applicable to a fair trade jewelry business. Every once in a while, a blogger requests information and/or samples where I know Dunitz & Company will be perfect. Since May, I've emailed over 200 pitches (each requiring a follow-up). Unfortunately, just writing editors and bloggers doesn't result in publicity. It's a BIG numbers game. Often bloggers and editors ask for samples or high res photos and never use them. You can see the nods we've received in the Press sections of our websites. The Press section of the retail "Shop Dunitz" site only shows our consumer press nods. The Press section of our wholesale "Dunitz" site also includes trade nods. My head swells as I add the accolades we've received.
Earlier this year, I initiated contact with several Instagram fashionistas and bloggers. Many asked for samples. Many kept them as gifts and never posted or wrote about our work. Of course, this frustrated me to no end. If you check out the Blogger Posts on our website, you'll see that several women came through for us!
I'm determined. Keep watching us. The jury is out whether all of this hard work translates to sales. In the meantime, our web press sections are growing. And don't forget to shop for fair trade jewelry on our website! -ND