Managing a brand with over 120 years of history requires a delicate balance between preserving traditions and evolving marketing strategies to stay relevant in today’s fast-paced landscape. Under the leadership of Mike and Candy Oakes, the 4th generation jewelers and clockmakers, Nick T. Arnold Jewelers has continued to evolve while staying true to its roots.
Since the day they first opened their doors, the jeweler has been dedicated to providing every customer with a positive, personalized experience—a commitment they've upheld for over 12 decades, making them Owensboro's longest-running jeweler.
“We have the ability to help the everyday person that’s been coming in for 120 years and just simply doesn’t want to go to someone they can’t trust to take care of them. That’s the biggest thing that makes us stick around — we care about every job.” — Candy Oakes, Co-Owner, Nick T. Arnold Jewelers
A key element of Nick T. Arnold’s strategy is that they specialize in custom design, taking pride in doing 100% of their work in-house. They also offer in-house repairs. “We know the people we work with,” Oakes adds. “I’ve seen pieces I sold 20 years ago come back for care, and I know exactly how to help.”
Kate Horning, Media Marketing Manager at Nick T. Arnold Jewelers, understands the important balance between honoring the past and embracing the present. She oversees all media and digital marketing for the store, ensuring the brand evolves without losing its core values.
"We don’t usually follow trends," Kate explains, "but we attract followers by posting static images of our custom jewelry and sharing details about our sales."
Nick T. Arnold’s branding has remained consistent throughout the years — committed to making every single person who comes into their stores feel special. However, what has changed is their methods of marketing. They have shifted to almost entirely digital in their marketing and promotional efforts. Though they still use a few traditional advertising channels, the majority of their efforts now focus on social media—a stark contrast to their approach just ten years ago.
Kate credits their growth to a strong, long standing reputation, enhanced by an omnichannel marketing strategy that includes consistent branded content and daily social media posts (thanks to Planoly!). Early in her jewelry industry career, Kate quickly realized that success involved more than just understanding diamonds, metals, and gemstones—it also required navigating the legal complexities of accurately representing diamonds on social media, which is central to her job. She had to adapt swiftly, especially when her first Q4 at the company saw more engagement sales in December alone than the entire previous year!
Kate advises fellow marketers to leverage data to deeply understand clients and their purchasing patterns. She segments her clients into seven distinct groups, a tailored approach that has led to an impressively low 0.2% unsubscribe rate. While creating these Preferred Customer Groups requires effort, Kate insists it’s well worth it.
Also, specifically for brands with decades—or even centuries—of history, staying true to traditions while embracing modern marketing and growth strategies is key to preserving an authentic and trusted brand.
