ColumnistsMay 17, 2022
What You Need to Know About the Google Analytics 4 RolloutColumnistsMay 24, 2022
The PR Adviser: 10 Questions to Contemplate
Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Greetings, my beloved readers!
When we last left off, I gave you the rallying cry of “give me evolution or give death,” preparing you for the changes ahead as I help you to become a lean, mean jewelry-selling machine. And then I disappeared for three months!
My sincerest apologies, alas, as the last three months have not been without their challenges, replete with a trifecta of major issues to test my adaptability.
First, there was a sudden and unexpected move from one apartment to another.
Second was an emergency room visit during my move because of excruciating abdominal pain, revealing a kidney infection. This forced me to take a long, hard look at how I treated my body and subsequently led me to a new health-focused lifestyle that has me feeling better than I have in 20 years.
Third, there was an emergency two-week trip to Atlanta to take care of my mother, who had suddenly fallen ill.
My time with her helped renew her spirit after losing me to Miami a year ago and her dog to cancer three months after I left. She is now in good health and back to her fighting self, which, as you can imagine since you know her daughter, was really the only possible outcome.
I share this with you as caveat emptor in preparing for your evolution. Things are going to arise beyond your control as you venture down this path and you’ll have to just roll with the punches. I believe the saying is “man plans, and God laughs.”
I give you permission to punch back, but always strategically. Note how I came out ahead in all the chaos? This is what evolution ultimately is about, being better than you were the day before.
Now, shall we begin?
Where we begin is with the customer journey.
You probably have heard this phrase 1,001 times by now since I first brought it up three years ago. If you haven’t, the customer journey is simply all the steps it took for someone to finally become your customer.
It begins the moment they first hear your name and continues until they finally buy from you.
Some people like to end here but I believe the journey never ends—not if you want to have a ready audience enthusiastically awaiting your next collection. As long as you’re in business, you want your customers to always continue journeying with you.
Related stories will be right here …
When we last left off, I gave you the rallying cry of “give me evolution or give death,” preparing you for the changes ahead as I help you to become a lean, mean jewelry-selling machine. And then I disappeared for three months!
My sincerest apologies, alas, as the last three months have not been without their challenges, replete with a trifecta of major issues to test my adaptability.
First, there was a sudden and unexpected move from one apartment to another.
Second was an emergency room visit during my move because of excruciating abdominal pain, revealing a kidney infection. This forced me to take a long, hard look at how I treated my body and subsequently led me to a new health-focused lifestyle that has me feeling better than I have in 20 years.
Third, there was an emergency two-week trip to Atlanta to take care of my mother, who had suddenly fallen ill.
My time with her helped renew her spirit after losing me to Miami a year ago and her dog to cancer three months after I left. She is now in good health and back to her fighting self, which, as you can imagine since you know her daughter, was really the only possible outcome.
I share this with you as caveat emptor in preparing for your evolution. Things are going to arise beyond your control as you venture down this path and you’ll have to just roll with the punches. I believe the saying is “man plans, and God laughs.”
I give you permission to punch back, but always strategically. Note how I came out ahead in all the chaos? This is what evolution ultimately is about, being better than you were the day before.
Now, shall we begin?
Where we begin is with the customer journey.
You probably have heard this phrase 1,001 times by now since I first brought it up three years ago. If you haven’t, the customer journey is simply all the steps it took for someone to finally become your customer.
It begins the moment they first hear your name and continues until they finally buy from you.
Some people like to end here but I believe the journey never ends—not if you want to have a ready audience enthusiastically awaiting your next collection. As long as you’re in business, you want your customers to always continue journeying with you.
Over the next few months, we’re going to cover your role in every part of the customer journey.
You have a lot more influence over how someone first learns about you than you think. This is where PR and publicity come in and act as, perhaps, the strongest accelerators in the customer journey.
Here is when the future customer first reads about you in a magazine or blog.
It could also happen via the original PR—they learn of you from a friend. (Technically, it’s called word-of-mouth, but I am claiming it as the “original PR” for public relations professionals everywhere.)
Another route is through social media, which has become the most domineering source when used correctly.
Simply setting up an Instagram account is not going to flood your business with orders. But applying creativity in your posts and a bit of advertising will. We’ll cover this.
But first, before you run off to layer yourself in every last piece of your jewelry and film yourself doing the Humpty Dance in hopes of going viral, let’s take a huge step back.
Whenever I begin working with new clients, I make them complete a 12-page questionnaire. They hate it.
Everyone hates it, except for me of course. I love it because the answers always give me deep insight into not just how the client thinks, but also why they need me in the first place.
“You can literally put words in the mouth of people who write or talk about your brand. [So] you must be crystal clear on how you want others to talk about you.”
Take, for instance, this question: Why should someone buy from you?
If I had a dollar for every time the answers begin “because we only use high-quality materials” or “our customer service is white glove” or some variation of being the best, I’d have a villa in Tuscany. And if I got a dollar for how many of you thought these things when you first read the question a moment ago, I could probably challenge Elon Musk for the rights to Twitter.
If you can’t give me an original reason as to why I should buy your jewelry or shop in your store, why should a potential customer bother?
I’m feeling some eye rolls emanating from those who are wondering what any of this has to do with selling jewelry.
Let’s go back to the beginning of the customer journey. How does your customer first learn about you? If they’re reading about you in a magazine or their friends are telling them about you, what do you want them to say?
You know you have control over this, right?
You can literally put words in the mouth of people who write or talk about your brand. With such great power comes the responsibility of knowing exactly what you want them to say. This is the reason for 12 pages of questions. You must be crystal clear on how you want others to talk about you.
Here are more questions for you to contemplate:
• Why was your company started?
• What are your company’s greatest strengths?
• What motivates you to keep going with the company?
• What must change for your company to become a leader in the marketplace?
• How are your company’s products different than others? What needs do they meet that make it a must for consumers to have?
• Describe your ideal customer, the person who wears your jewelry. Who are they? What are they like?
• What do they see in your jewelry that makes them want to own one of your pieces?
• What do you want prospective customers to think about your company?
• Why should they believe it?
I know, I know! You immediately want to jump into how I’m going to help you make Harry Winston jealous of your success.
But, as I’ve learned in my years of racing cars as a hobby, we must slow down in order to speed up.
Take this next month to really answer these questions. And if you’re a teacher’s pet type, feel free to email me your answers at lilian@lmrpr.com.
We’ll continue the customer journey in my next column.
However, I might just squeeze one column in between to directly address anyone who emails me their answers. Don’t worry, no names or identifying information will be revealed. I only want to help.
Until next month, my friends!
• Why was your company started?
• What are your company’s greatest strengths?
• What motivates you to keep going with the company?
• What must change for your company to become a leader in the marketplace?
• How are your company’s products different than others? What needs do they meet that make it a must for consumers to have?
• Describe your ideal customer, the person who wears your jewelry. Who are they? What are they like?
• What do they see in your jewelry that makes them want to own one of your pieces?
• What do you want prospective customers to think about your company?
• Why should they believe it?
I know, I know! You immediately want to jump into how I’m going to help you make Harry Winston jealous of your success.
But, as I’ve learned in my years of racing cars as a hobby, we must slow down in order to speed up.
Take this next month to really answer these questions. And if you’re a teacher’s pet type, feel free to email me your answers at lilian@lmrpr.com.
We’ll continue the customer journey in my next column.
However, I might just squeeze one column in between to directly address anyone who emails me their answers. Don’t worry, no names or identifying information will be revealed. I only want to help.
Until next month, my friends!
More on Columnists
The Latest
MajorsMay 20, 2024
Studs Opens Luxury Piercing Pop-Up in NYC“Fancy Studs” will feature revamped branding and a new lab-grown diamond fine jewelry collection.
SourcingMay 20, 2024
2 Business-to-Business Platforms Secure Millions in Funding Nivoda and Liquid Diamonds both have big plans for the new capital.
MajorsMay 20, 2024
Stuller Issues New Packaging & Display CatalogThe 2024-2025 edition features new colors and styles, as well as storytelling elements.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionGIA®’s most advanced microscope has new features to optimize greater precision and comfort.
SourcingMay 20, 2024
State of the Diamond Industry: Botswana Beyond DiamondsFrom moringa to ecotourism in the Okavango Delta, the country and its leaders are exploring how Botswana can diversify its economy.
Weekly QuizMay 16, 2024
This Week’s QuizTest your jewelry news knowledge by answering these seven questions.
SourcingMay 20, 2024
Anglo American Confirms It Is Looking to Sell De Beers The mining giant also wants to offload its platinum business as part of an overhaul designed to “unlock significant value.”
FinancialsMay 17, 2024
Richemont Appoints Van Cleef & Arpels’ Nicolas Bos as New CEOThe announcement coincided with its full-year results, with growth driven by its jewelry brands.
Brought to you by
Record Gold Prices Have Consumers Undeterred. Here’s Why.Despite the rising prices, consumers continue to seek out the precious metal.
FinancialsMay 17, 2024
Watches of Switzerland’s Fiscal-Year Sales Flat Looking ahead, the retailer said it sees “enormous potential” in Roberto Coin’s ability to boost its branded jewelry business.
Recorded WebinarsMay 17, 2024
Watch: Preparing for Trade Show SuccessJewelry trade show veterans share strategies for engaging buyers, managing your time effectively, and packing the right shoes.
AuctionsMay 17, 2024
Piece of the Week: Cartier’s Ring-Tailed LemurThis little guy’s name is Ricky and he just sold for more than $200,000 at Sotheby’s Geneva jewelry auction.
AuctionsMay 16, 2024
Christie’s Holds 2 Sales Despite CyberattackThough its website has been down for a week, Christie’s proceeded with its jewelry and watch auctions on May 13-14, bringing in nearly $80 million.
AuctionsMay 16, 2024
Sotheby’s Withdraws 101-Carat Yellow Diamond from AuctionDespite the absence of “The Allnatt,” Sotheby’s Geneva jewelry auction totaled $34 million, with 90 percent of lots sold.
SourcingMay 16, 2024
Lucapa to Shed Stake in Lesotho Diamond Mine The mining company wants to divest its 70 percent holding in the Mothae Diamond Mine in an effort to streamline its portfolio.
AuctionsMay 15, 2024
Red Diamond Breaks Records at Phillips GenevaThe “Argyle Phoenix” sold for more than $4 million at the auction house’s second jewels sale.
Events & AwardsMay 15, 2024
See Who’s in JA’s 2024 ‘20 Under 40’ ClassThe annual list recognizes young professionals making an impact in jewelry retail.
IndependentsMay 15, 2024
David Mann Jewelers in Upstate NY to Close After 35 YearsOwner David Mann is heading into retirement.
FinancialsMay 15, 2024
Brilliant Earth’s Sales Fall Flat in Q1 While overall sales were sluggish, the retailer said its non-bridal fine jewelry was a popular choice for Valentine’s Day.
AuctionsMay 14, 2024
2 Huge Yellow Diamonds Are Heading to AuctionChristie's is selling one of the diamonds, moving forward with its Geneva jewelry auction despite the cyberattack that took down its website.
MajorsMay 14, 2024
Platinum Born Taps ‘Born Leaders’ for New CampaignThe ad aims to position platinum jewelry as ideal for everyday wear.
GradingMay 14, 2024
Instappraise Adds Trifold Brochure to Appraisal OfferingsRetailers can customize and print the appraisal brochures from their store.
Lab-GrownMay 13, 2024
Lab-Grown Diamond Brand Lightbox Cuts Prices by 25 to 40%The move follows a price-drop test run in Q4 and comes with the addition of a “quality assurance card” from GIA for some loose diamonds.
TechnologyMay 13, 2024
Christie’s Website Brought Down by Hackers, Watch Auction Postponed The site has been down since Thursday evening, just ahead of its spring auctions.
AuctionsMay 13, 2024
Madeleine Albright’s Jewelry, Pins a White-Glove Sale at Freeman’s | HindmanThe late former U.S. Secretary’s collection went for quadruple the sale’s pre-sale estimate.
IndependentsMay 13, 2024
Zachary’s Jewelers Names Mother’s Day Jewelry Contest WinnersThree fifth graders’ winning designs were turned into custom jewelry pieces in time for Mother’s Day.
IndependentsMay 10, 2024
Frank Adams Jewelers Names New CEOKimberly Adams Russell is taking over the role from her father, David Adams, marking the third generation to hold the title.
CollectionsMay 10, 2024
Piece of the Week: Carina Hardy’s ‘Birth of Venus’ NecklaceAs a token of womanhood, this necklace depicts when Venus was born from the sea.
