Best Advertising Strategy: J.F. Kruse Jewelers

Client Overview

Founded in 2000, J.F. Kruse Jewelers has been a local destination ever since. Because of this, they’ve earned their spot as the eighth entry in our Best Advertising Strategy series.

Jim Kruse is the “founding father” of the company. The term is fitting because he’s since passed the business along to his daughter, Melissa. She started working there in 2003 and quickly learned the trade with help and encouragement from her father. Both Jim and Melissa are certified gemologists from the Gemological Institute of America, a distinction very few jewelers achieve because of the rigorous schooling, on-site training, and high testing standards.

J.F. Kruse Jewelers LogoJ.F Kruse Jewelers’ purpose and vision is captured by three words: Spirit, Story, and Sparkle:

  • Embody Spirit - speaks to the caring and genuine approach of the J.F. Kruse team, their commitment to integrity and the Christian principles they were founded on.
  • Become part of the Story - means they believe every person has a story, and they are honored to have the opportunity to learn and become a part of each story through the jewelry created or chosen, and the experience they deliver.
  • Be the Sparkle - in the lives of each person they meet, no matter how brief the encounter. They strive to be fun, funky, and accessible.

There’s nothing in there about jewelry, which is what makes it so powerful. J.F. Kruse Jewelers is a business about people, their stories, and their families. Then, they bring those unique stories to life through beautiful custom designed jewelry.

When it’s Forever

For their advertising strategy, J.F. Kruse needed a message that was concise and focused. Their positioning statement focuses on the family aspect of their business, while each of their ads contain a single idea, and talks about various aspects of their vision and purpose in a way that people can begin to feel the true J.F. Kruse difference.

From how they pay their salespeople, to their warranty, to their custom design work, and even their regular sales events, all plays into J.F. Kruse Jeweler’s vision and values.

“When it’s forever, it’s J.F. Kruse Jewelers.
Honored to be your family jeweler.”

The Local Family Jeweler

It’s one thing to say you’re local. It’s another thing to be local. By that I mean to be present and engaged in the community where you live and work. J.F. Kruse Jewelers doesn’t just talk the talk. They walk the walk. They’re involved in the St. Cloud Area Chamber of Commerce and the Forum of Executive Women’s St. Cloud Chapter. They support Youth for Christ and Habitat for Humanity.

The True Custom Jeweler

Plenty of jewelry stores do “custom” jewelry. But it’s custom to the extent that you can swap out a number of pre-made parts - like the gemstone, ring style, or metal type - into a “custom” piece. J.F. Kruse Jewelers, on the other hand, does true custom. As in, expert designed, made from scratch, metal smelted, and molded just for you custom.

They have full-time designers on staff whose only job is create custom jewelry for their customers. From rings to necklaces and pendants, they can create anything your mind can dream up. If you’ve got a rough sketch on a notepad, or just a general idea in your head, J.F. Kruse’s custom designers can make your dreams come to fruition. Or, if you just want a piece that’s uniquely yours, they can design that for you, too.

Why the Advertising Strategy Works

There are a lot of choices for jewelry in our community. From local retailers to big chains, the competition is steep. It can be a challenge to differentiate when each of your competitors carry pretty much the same products as you. J.F. Kruse Jewelers took a different approach. Instead, they focused on their values, the stories of their customers, their custom design work, and their local presence in the community.

Each of their ads are voiced by a consistent, friendly female voice, and tagged with a complementary male voice.

All of these elements combine to make J.F. Kruse Jewelers the premiere, local destination for buyers. Want something custom? Go to J.F. Kruse. Want to shop local? Go to J.F. Kruse. Want a warranty that’s second to none? Go to J.F. Kruse. Want impeccable customer service? Go to J.F. Kruse Jewelers.

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