Penny Wise and Pound Foolish

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Spending marketing dollars wisely

By Andrea Hill

It’s a simple rule of business: If you want to grow, you must invest in advertising. But too many companies in the jewelry industry take for granted the fact that even the most differentiated, well-crafted jewelry designs that wow every person who owns them won’t make headway in the market without marketing dollars behind them. Consider this scenario:

Me: “It looks like you are seriously under-spending in marketing.”