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The multiple award-winning jewelry marketing expert, Sally Morrison talks about receiving the prestigious Jewelers of America 2018 GEM Lifetime Achievement award.
Sally has held top-level marketing positions with Miramax films, J. Walter Thompson, De Beers, Forevermark, the World Gold Council, the Diamond Producers Association, and Gemfields.
She shares stories about being the publicist for Elizabeth Taylor, working with Harvey Weinstein at Miramax films, as well as, her illustrious career and insights into marketing jewelry today.
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Question #1 – Let me first take a moment to personally congratulate you on this prestigious, well-deserved, lifetime achievement award. I think Norman Miller, the chair of the GEM award said it best, and I quote, “Sally’s work in developing iconic marketing campaigns furthers the Gem Awards’ mission of raising the visibility and status of fine jewelry and watches, making her the perfect recipient of the award.” End of quote. That had to be a special night for you. What were your first thoughts when they told you they wanted to honor you for your lifetime of achievement, and what emotions were running through you that night on stage in front of your peers? Timestamp: [4:10]
Question #2 – Sally, you’re the quintessential “behind the scenes” powerhouse. When someone forgoes the spotlight as you have through your incredible career, it’s sometimes difficult to get the credit you deserve for your accomplishments. In a historically “Mad Men” dominated profession, how were you able to stand out in your own way, and do you see the playing field being more level for women in marketing today? Timestamp: [6:29]
Question #3 – We really try to be thorough in our research before a guest comes on the show. So we ran across an obscure reference to you having once been the publicist for Elizabeth Taylor. Is that true? If so, you know how rabid the jewelry trade is about any crumb or morsel about Elizabeth Taylor and her jewelry. Any stories or experiences you could share here? Timestamp: [10:08]
Question #4 – In 1998 you took on the role of Senior Vice President of International Publicity at Miramax studios. While there you worked to promote films like “Cider House Rules,” “Kids” and “Scary Movie 2.” Are there differences between promoting a new jewelry product launch and a new feature film, and what insights did you acquire that would help you later in your career? Timestamp: [14:10]
Question #5 – When you were Director-In-Charge of the Diamond Information Center, you led the team responsible for putting together many of De Beer’s ads. Some of those ads included the iconic tagline “A Diamond is Forever”. Is there a need for an umbrella slogan again for the jewelry industry to raise awareness in the luxury market, and as a follow-up, do see a correlation between De Beers pulling out of generic marketing and the fall of jewelry as an aspirational purchase for the middle class? Timestamp: [18:20]
Question #6 – While at the World Gold Council, you became the Managing Director of Jewelry and Marketing. You launched, what has unequivocally become one of the most recognized digital marketing campaigns in the jewelry industry. Of course, I’m referring to the amazing “Love Gold” campaign which had over one million followers. Can you take us behind the scenes into the creative process and goals you had for this beloved campaign? Timestamp: [22:18]
Question #7 – Sally, many would say that marketing has changed more in the past 10 years than it has in the previous 100. In the past few years, we’ve seen the rise of content marketing, big data mining, social media influencers, mobile, and so on. What do you see on the horizon for this year? Where areas should marketers be paying attention to today and why? Timestamp: [27:49]
Question #8 – Putting together an impactful jewelry marketing campaign in today’s world seems almost like an impossible task, especially given all the digital clutter we invite into our lives through social media. What advice can you give jewelry brands trying to break through the digital din to get their message heard? Timestamp: [32:22]
Question #9 – While you were with Gemfield as Director of Marketing for the Americas, you were quickly able to get Hollywood actresses on the red carpet to proudly wear your jewels. One of the questions we often hear bantered about among jewelers is, “How did they get that actress to wear their jewels?” Without revealing your best-kept secrets, anything you could share with our listeners? Timestamp: [34:46]
What You Need To Know About Sally Morrison’s Career:
Graduated from Wadham College, University of Oxford.
Marketing Position Held:
- Vice President of amFAR which is a non-profit organization devoted to AIDS research.
- Senior Vice President of Miramax films.
- Senior Partner of J. Walter Thompson marketing communication company.
- Chief Marketing Officer for Forevermark which is the diamond brand for The De Beers group of companies.
- Managing Director, Jewellery, for the World Gold Council.
- Managing Director of Marketing for DPA, the Diamond Producers Association which is an international organization comprising the world’s leading diamond mining companies.
- Director of Marketing and Sales for Gemfields.
Contact Sally Morrison
Our “Inside the Jewelry Trade” Radio Show Episodes
The host of “Inside the Jewelry Trade” Radio Show – Jewelry Business Strategist – President of Four Grainer LLC. Author of the business books “A Reason To Chant,” and “A Reason to Chant – Jewelry Trade Edition.” Rod lives in Atlanta with his wife and two almost-human cats.