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This Is What We Make

Jamie Hollier’s business cards for Balefire Goods in Arvada, CO, show off the goods. Several different versions of the cards depict Balefire’s custom jewelry creations. “We like the square and smaller shapes because they fit into our boxes that way and they also stand out,” Hollier says. “The jewelry we carry and make tends to be more unique, so our cards should be as well!”

Artistic Streak

At Green Lake Jewelry Works in Seattle, owned by Jim Tuttle, an easy-to-read business card is accented with a colorful brush stroke of a flourish that represents the business’s emphasis on art and custom design.

BYO Title

The business cards at Alara Jewelry in Bozeman, MT, all have creatively concocted titles attached to staff names, including that of owner and “ring leader,” Babs Noelle. “I ask them to come up with their own,” she says of the staff. “If they get stuck, we’ll often sit down as a group (whoever is working that day) and bat ideas around until one sticks.”

Glam Slam

Jillian Hornik at Jae’s Jewelers in Coral Gables, FL, says the foil, raised texture and quality of their card reflect a memorable and elevated experience. The back includes each employee’s contact information and room at the top for product details.

Pop Ups

Mark Loren’s round business card for Mark Loren Designs in Fort Myers is actually a drink coaster/ring size gauge that he buys by the thousands to distribute in bars and restaurants owned by friends. “The ring at the bottom actually pops out, and they can put it on their finger!” For a more formal feel, he has also used a distinctively expensive, oversized black square card for over 35 years.

Eye Candy

Jill Jarmel, owner of JBJ by Jill in Walnut Creek, CA, says the evil eye design on her business card is a symbol of protection that reflects the variety of evil eye charms and necklaces available for purchase in her jewelry boutique. “My customers love the evil eye and the symbolism,” she says.

All in the Details

Jeremy Auslander of Roxbury Jewelry in Los Angeles wants whoever receives his card to know he thought about all of the details, just like he’ll think about every aspect of the ring he makes for them. “My paper is a thick (but not too thick) card stock; my font is a classic block print, easy to read. The front of my card is white with the font in gray that matches the back. I put my cell, office, email, website and address on my card and one line under my name featured dead center: LA’S PREMIER PRIVATE JEWELER. No title. Simple, elegant, classic and timeless, very much in line with everything I stand for.”

Handcrafted

Betsy Barron, owner of Love & Luxe in San Francisco, hand=stamps her business cards to reflect that the jewelry she represents is all handcrafted. “Our card is also an unconventional size to further the concept that what we offer stands out and is different than the norm,” she says.

Symbol of Quality

Joseph Villarreal of Villarreal Fine Jewelers in Austin, TX, says the first thing people notice about his business cards is the company logo, which is his family crest. The second noticeable thing is the distinctive weight and thickness of the cards. “Your business cards are an extension of your business and should make a good first impression. Our business cards symbolize quality. Cheaply made or poorly printed business cards do NOT leave people with a good impression. Perception is everything.”

Ice Breaker

Craig Husar’s title as “Chief Romance Officer” was born in 2010 during a jewelry show in Italy, to which he’d been invited by the Italian Trade Commission. Only three U.S. jewelers made it, due to a volcano in Iceland affecting air travel. During a press conference, seeking to hold his own among the heads of the trade commission with their fancy titles, he introduced himself as chief romance officer of the U.S., a title that accompanied his photo in the local newspaper. “It’s become a pretty hilarious icebreaker at parties,” he says.

It’s Wearable

Katrina Sustachek, whose family owns Rasmussen Diamonds in Racine, WI, says their customers love their wearable business card. “We get regular comments on the ring, and most people play with it and try it on when they receive it. We each have to punch out the holes (they do not come pre-punched), so our cards are tactile and personal in a fashion.”

Amazing!

At J Hollywood Designs, Jen Hollywood takes the opportunity to show off both her her unique signature and her intriguing title: “President and Chief Amazement Officer.”

Chocolate, Anyone?

Trevor Williams, owner of Leitzel’s Jewelry in Myerstown, PA, has a classic yet trendy brand he wants his card to reflect. “We also print on thick colored stock. We use a vertical business card that is thick, chocolate paper — don’t you have to when you have a store in Hershey??”

Timeless

The art for Jo Goralski’s business card, for the Jewelry Mechanic in Oconomowoc, WI, was doodled by a friend of hers one night in a neighborhood pub 20 years ago. It symbolizes that she and her husband are “both in this together, although one of us has a super long list of duties, and one gets to make jewelry.” In 20 years, nothing has changed on the card except the hours they are open.

Write on White

The card stock is thick and textured for Eliza Page in Austin. “While the front is black, the back of the card is white, which gives the ability to write on it. (i.e., ring size, additional info, etc.),” says manager Kathleen Shaw.

Keeping Up with the Times

“Our business cards reflect our timeless, almost 50-year-old business while keeping up with the styles of today. Our landline is textable, which is an important addition to our card,” says Julie Walton Garland of Walton’s Jewelry in Franklin, TN.

Personalized

“We brand ourselves,” says Tim (Happy) Sherrer of Lou’s Jewelry in Mobile, AL, “including a picture of the salesperson. The customers feel like they know you when they walk through the door.”

Custom

“I like the rounded corners,” says Chris Snowden of Snowden’s Jewelers in Wilmington, NC. “It’s on heavier stock than most business cards, and each employee chooses which piece of jewelry they want on their card”

QR Code

“My card states who we are, what we do and has a QR code with our logo that goes directly to our website,” says Garry Zimmerman of Windy City Diamonds in Chicago.

Get the Message Out

“Tuxedo paper with heft, raised ink for richness and the winner is Manufacturing Goldsmiths. WE MAKE JEWELRY! Customers know for 40 years I’ve curated a toolbox of design options to fabricate fine custom jewelry,” says Denise Oros of Linnea Jewelers in La Grange, IL.

Design Driven

“Being a family store with a lot of history, I wanted a card that had some old and some new design ideas,” says Vance Reusch of Reusch Jewelers in Cheboygan, MI

Eye-Catching

“The color of the font is one of our main colors; our bags are burgundy and gold. The text is all raised and a bit glossy on heavier stock paper. Our logo is easily recognizable to anyone in our area. Eye catching and quality, definitely reflects our brand!” says Kim Hatchell of Galloway & Moseley in Sumter, SC.

Smooth as Silk

“We care about the look and feel of the cards,” says Gloria Horn of Donaldsons Jewelers in Topeka, KS. “The paper has a silk feel and is heavy. There is a matching diamond shape on both sides to tie it together, and of course the necessary information to find us and our website!”

Avatar

Stacey P. Horcher’s card for SYNERGEMS was designed by P.J. Vyhanek. “The card depicts my signature pearl cowl sweater with real pearls on it and my gold and diamond eyeglasses (custom made for me by Michael Nashef) and my favorite coffee cup.” The back of the card depicts her Hall of Fame medallion for her admin work and membership in Jewelers Helping Jewelers, the private Facebook group for the trade.

24 Jewelers Show Off Their Distinctive Approach to Business Cards
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24 Jewelers Show Off Their Distinctive Approach to Business Cards

This Is What We Make

Jamie Hollier’s business cards for Balefire Goods in Arvada, CO, show off the goods. Several different versions of the cards depict Balefire’s custom jewelry creations. “We like the square and smaller shapes because they fit into our boxes that way and they also stand out,” Hollier says. “The jewelry we carry and make tends to be more unique, so our cards should be as well!”