The New Marketing Playbook for Antiques Dealers

About this episode

Toma Clark Haines and Dawn Moore discuss effective marketing strategies for antique dealers and interior designers with limited time and budget.

In this episode of The Business of Antiques , host Toma Clark Haines, CEO of The Antiques Diva & Co, sits down with luxury marketing expert Dawn Moore of Moore About to tackle the question every antique dealer and interior designer is asking: How do I market my business when I have no time and no budget? Dawn draws on 40+ years of experience with high-luxury brands like Harry Winston, Mikimoto, and Chopard to translate “big brand” strategies into practical, doable steps for small luxury businesses. From why your photography has to be “antique porn,” to how your website and blog feed your SEO, to the surprising truth that email newsletters still convert better than social media, Dawn and Toma walk you through what to prioritize first when every marketing dollar counts. They also dive into storytelling, point of view, and crisis management—including how dealers pivoted during COVID and what that means for selling antiques in today’s uncertain market. Toma shares honestly about authenticity, vulnerability, and her own struggles with consistency, while Dawn explains why done is better than perfect and why your clients now need up to 20 touchpoints before they buy. As they look…

People in this episode

Host: Toma Clark Haines

Guest: Dawn Moore

Topics covered

• marketing strategies
• luxury branding
• antiques sales
• storytelling
• digital marketing
• crisis management
• AI in marketing

Keywords

• antiques marketing
• luxury brands
• SEO
• email newsletters
• experiential marketing
• COVID impact
• AI tools

Mentioned in this episode

Organizations: The Antiques Diva & Co, Moore About, Harry Winston, Mikimoto, Chopard

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• From Budapest to Beverly Hills: How Gábor Újvári Built a Global Antiques Empire · May 28, 2026 · 1h 14m
• Branding, Instagram & Buying Trips: Inside the Antique Business of Tortoise & Hare · May 21, 2026 · 57 min
• Antique Dealer Insurance 101: What Every Dealer, Collector & Designer Needs to Know · May 14, 2026 · 1h 17m
• Season 6: The Recalibration - Building a Business That Supports Your Nervous System · February 12, 2026 · 1h 7m