The other day I was window-shopping in my neighborhood and dropped into King Jewelers in Aventura. I happen to have been born with a “Jewelry Gene”. All of the sparkle and glitter of the jewelry, shining through the glass cases, made my eyes light up!

As I walked around the store, I picked up a couple of brochures. They were beautifully made, with a glossy finish and cardstock. I couldn’t help but wonder…why were they sitting on a counter? Why don’t they mail them to their top customers?

One of the brochures I picked up was for Chanel; it featured their J12 Chromatic watches. The cost to make a brochure of this caliber is not cheap. The high gloss, heavy paperweight, with folds inside AND a sleeve… not a cheap project at all.

Another one I picked up was for King Jewelers. It was a book really, with 70 pages of Harry Winston, Chopard, Judtih Ripka, and Jaeger-LeCoultre gracing the pages.

Printing brochures and catalogs like this is expensive. The way I see it, they’re missing an opportunity to send them to their best customers. Read the rest of this entry →