Independent jewelry retailers are turning to ASHI for an impressive array of services designed to market their products and maximize sales.
ASHI is a family-owned company started more than 33 years ago by partners Sanjay and Rajeev Pandya. Founded and headquartered in Midtown Manhattan, ASHI over the decades has expanded its sourcing and supply chain by establishing offices and factories overseas. This vertically integrated company - with offices and manufacturing facilities in the United States, China and India - today partners with more than 1,000 independent retail jewelers across North America.
ASHI offers a wide choice of finely crafted and distinctive collections. Over the years, ASHI has become known to their retail partners as a jewelry house that provides beautiful engagement rings and wedding sets in its I DO Collection, innovative designs and fast turning styles such as the Lovebright Diamond Collection, as well as trend-setting fashion jewelry. Bigger, bolder, one-of-a-kind pieces define the ASHI Couture Collection, which many retailers believe are exquisite in their details and breathtaking in their look.
ASHI’s commitment to jewelers throughout the United States has helped the company develop an extensive array of multichannel Print to Digital Marketing Programs that are uniquely designed to establish a retail partner’s store as the premier bridal and fashion jewelry destination in their market. Marketing tools offered by ASHI include customized brochures and flyers, ecommerce websites and digital flipbooks, social media-ready content and images, online sweepstakes through its cloud-based JewelSweep platform, POS display trays, TV and print ads, postcards and direct mail, posters and billboards, duratrans, window clings, instore DVD loops and much more.
ASHI is continually working to enhance the jeweler-customer buying experience, not only through its products and marketing, but also analyzing its customer needs. Beginning this year, Al Minor was brought on board as ASHI’s National Sales Director. With more than 35 years of experience in the jewelry industry, Al now guides ASHI’s team of sales representatives as they consult with customers and help implement strategies at the store level to maximize retailers’ return on investment, as well as provide critical feedback to management for continuous improvement. Diben Chatterjee, ASHI’s Director of Marketing, also personally goes out to meet with retailers in their stores to discuss new strategies that will assist them with growing their business and utilizing ASHI’s extensive marketing programs to engage their customers.
Most recently, the company released a fully responsive update for its free Lovebright Collection and I DO Collection micro-websites. This update features a new responsive theme, product filter and enhanced search functions. These micro-websites can be customized and integrated with the retailer’s existing website. The micro-websites offer the retailers the opportunity to showcase thousands of beautiful ASHI styles along with an integrated array of features including high-quality images, wish list and shopping cart. Retailers already on board with these micro-websites will benefit from the traffic that will be generated by the Social Media Marketing Campaign that ASHI is undertaking.
Last year, the company launched its proprietary cloud-based Social Media Sweepstakes solution, JewelSweep. Eligible independent retailers across the United States were able to sign up for a National Sweepstakes exclusively promoted by ASHI, in which they gave away one Lovebright diamond pendant to a winner that was chosen from the retailer with the greatest number of participants. Retailers were asked to promote the sweepstakes on all forms of digital social media so their customers could enter for a chance to win the dazzling pendant.
This was not a once-in-a-lifetime event. So far, ASHI has conducted three sweepstakes, with winners coming from Kelly’s Jewelry in Nebraska, Van Cott Jewelers in New York, and Dunkin’s Diamonds in Ohio. ASHI recently announced the launch of its Fall Lovebright Sweepstakes and also plans to do another sweepstakes for this winter holiday season.
The ASHI Sweepstakes Program is just one part of an effort to help retailers take advantage of the growing digital media space. Social Media plays a crucial role these days for businesses to be able to effectively engage with their customers, showcase their new products, educate people about their existing products and encourage them to make a purchase.
Marketing is a multichannel approach that ideally should include high-quality print brochures and catalogs distributed by the retail jewelers to their key customers and prospects via direct mail or U.S. Postal Service – Every Door Direct Mail (EDDM). The three crucial programs that all retailers should consider as part of their branding strategy are the Bridal Collection, Lovebright Fashion and Christmas Holiday Programs. ASHI provides various options to select from, the upscale to the value driven. All programs can be customized according to the retailer’s requirements and integrated with the latest print and digital marketing.
In the 2017 Christmas Holiday Program, ASHI has included exclusive jewelry from its Couture line, along with best sellers and new styles from its Diamond and Color Fashion styles, Lovebright and I DO Bridal collections. Along with extensive customization options, ASHI offers the following benefits to its retail partners: 4% co-op subsidy to offset the cost of printing; large In-Stock Program; 5 Day Preview; Matching VIP Memo Program; brand customization; print and digital e-coupon; global or custom Sweepstakes; online Flipbook and Holiday micro-websites, along with a full complement of point-of-sales and digital marketing tools and services.
Something for Everyone
ASHI’s collections are wide-ranging to suit a variety of tastes and spending levels.
“Our extensive jewelry collection embodies classic and contemporary styles that are combined with the finest craftsmanship and highest quality expected by the most discriminating consumer,” says Mr. Pandya. “At ASHI, we believe the ‘Love of Giving’ is not a seasonal statement, but our year-round commitment towards the success of your business and building your brand.”