Episode #18
Sell the Story, Not Just the Antique: Authentic Branding with Dawn Moore
In this episode of The Business of Antiques , host Toma Clark Haines, CEO of The Antiques Diva & Co, welcomes luxury marketing expert Dawn Moore of Moore About Marketing back for a candid conversation about building trust, strengthening your brand, and selling more antiques through authentic marketing. They explore how antique dealers can turn buying trips into long-term content strategies, use storytelling to sell the feeling behind an object, and translate deep expertise into approachable social media that engages rather than intimidates. Dawn shares practical ways to become more comfortable on camera, including interview-style videos, scripts, voiceovers, and B-roll. All while emphasizing why meaningful engagement matters more than likes. Toma and Dawn also discuss the competitive advantage no one can copy: your unique taste, point of view, and personality. Whether you’re refining your antiques business strategy, developing your personal brand, or looking for more effective content ideas, this episode offers actionable advice for showing up authentically, earning customer trust, and turning your passion for antiques into profit. Check out the links from our episode. Dawn: mooreabout.com | Instagram Toma: Instagram | antiquesdiva.com | Substack
