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Sponsor Relationships

Based on my experience, I offer the following advice for other jewelers seeking similar sponsor relationships:

Operate your business with integrity and professionalism. As a well-known Bucks County resident, Lynn Doyle would never have walked into my store was it not for my professional reputation within the community. Continually educate and update your gemologist and appraiser certifications with professional organizations.

Be visible and involved in your community. Many celebrities are involved with local charitable associations and civic activities. Become involved with these associations in meaningful ways to increase your visibility and build your reputation.

Take the direct approach. If your prospective celebrity is not a customer or you are not mutually involved in any other activities, send a letter or e-mail proposing the sponsor relationship and how it could be mutually beneficial. Include detailed biographical information and explain how you distinguish yourself among other jewelers. Follow up with a phone call and an invitation to your store to look at your collections and discuss a potential arrangement.

Consider a contract. My arrangements were cemented on a handshake and a promise, which has worked out well for us. However, if you're dealing with the celebrity's agent or other representative, or if you feel uncomfortable not defining each party's responsibilities and limitations, you might want to consider developing a legal contract. Items to include might be timing and duration of the jewelry loan period, how you would be credited or promoted as the sponsor jeweler, arrangements for non-televised appearances and events, etc.

Once the relationship is defined, some extra things to keep in mind: Make sure the jewelry is big! Modest rings and bracelets don't cut it on the television screen. Choose large, showy pieces, such as necklaces and earrings, which will be noticed by viewers.

Consult with your insurer to make certain you're covered for any significant pieces you're loaning out. If you're worried about losing items of lesser value, than you probably shouldn't be loaning jewelry in the first place.