First-generation jewelers Dan and Hope Wixon are retiring and will close their Minneapolis-area jewelry store in May.
12 Quick Tips for Maximizing Your Social Media This Season
Social media success for the holidays will depend on proper messaging and getting consumers engaged. Here’s how, according to a few industry insiders.

But a successful social media campaign doesn’t just come from pretty pictures or making sure posts are going up regularly. It’s also about making sure that the right messaging is getting out and that shoppers are responding to and engaging with what is being posted.
National Jeweler reached out to a number of industry insiders to ask for their tips and advice for social media success this holiday season: Rod Worley, president of Four Grainer; Lauren Strohmeier, content manager at Likeable Local; Shane O’Neill, vice president at Fruchtman Marketing; and Jenna Fish, marketing coordinator at J.R. Dunn Jewelers.
Here’s what they had to say.
1. Make a Connection. Focus on creating highly relatable, human-interest content that will draw consumers in, evoke sentiment or make them laugh. As Worley says, if your content isn’t shared, then nobody cared.

2. Observe the 80/20 rule. Eighty percent of social postings should focus on driving interactions with your followers, such as with comments, retweets, likes and favorites. Only 20 percent should link back to products or special promotions.
A connection has to be made before attempting the sale, Worley said.
According to Strohmeier, those majority posts meant to engage and entertain can be done in a number of ways: be educational and help followers learn about the things for which they have a passion, such as the best jewelry styles to wear during the holidays; inspire followers to create discussions around why everyone loves jewelry; and be entertaining and fun, highlighting local holiday events, asking imaginative questions or trivia questions and more.
3. Repurpose and reuse. Don’t hesitate to use engaging content multiple times on different platforms, especially if a post is getting shared or liked, Worley says. It’s not about the quantity of content created; it’s about making engaging, highly relatable content.
4. Use visuals to grab attention. Visual content is king on social media; the right image, video or GIF makes all the difference and stops followers mid-scroll. There are a number of great sources to use here, including Canva to freely and easily create posts or StockSnap for photos.
5. Work with non-profits in your community. Tis the season of giving, and jewelers should be sure to be a part of that. Recent studies show that 90 percent of consumers would switch to a charitable brand given similar price and quality.
Consider a local charity or cause to which a percentage of revenue can be donated or with which you can partner for the season. Once you pick a cause, Worley recommends finding opportunities to add a social spin to your efforts and encourage your followers to share your posts with special promotions.
6. Help followers with gifting. Think of great gift ideas going into the holidays and feature them in posts. O’Neill says it’s best to feature the hot sellers with price points that fit customers’ gift-giving range.
Always link back to the product or gallery of featured products on the store’s website, particularly if it allows consumers to buy online. If you’re doing digital marketing, you can also re-target those users who visit your site to see these products.
Along the same lines, Fish said J.R. Dunn Jewelers is incorporating “giftable” ideas into the store’s Instagram feed of various price ranges to inspire gift giving.
She also suggests making new gift guides catered to individual interests and brand-loyal customers and targeting them specifically to optimize conversion.
7. Try a flash sale on Facebook. Create a compelling offer to buy online for a day. This could mean using a coupon code or placing select products in a sale gallery on the website. And don't forget to push your flash sale post with Facebook advertising, O’Neill says.
This kind of thing isn’t for all retailers and should be limited in scope. He says Fruchtman doesn’t recommend sales during the holidays as it can needlessly eat into margin, so consider doing it sometime between Dec. 15 and 20.
9. Run contests. J.R. Dunn is using giveaway contests with season specific on-trend jewelry pieces on preparation for the holiday gift guides and promotions, and Fish says they’re seeing a lot of success with it so far.
10. Feature their stories, too. Fish says that showcasing images and real-life stories of clients getting engaged almost always receives high engagement on social media accounts. It’s also great for helping people connect with the store on an emotional level, especially during the holidays when engagements peak.
11. Show your gratitude. Take some time to let the community around the store know how much it appreciates them. This can be through a thank you to followers and fans for their support, giving shout-outs to loyal customers and showcasing testimonials or sharing support for customers who are giving back.
12. Consider your hashtags carefully. They increase the visibility of posts and campaigns and should be used. Include popular and trending jewelry hashtags in posts the store wants to amplify on Facebook, Twitter and Instagram. For special events or campaigns, invent a unique hashtag, then ask people to spread the word or share their thoughts using the same hashtag, Strohmeier suggests.
The Latest

The limited-edition collection, a nod to the Year of the Snake, is Ukrainian brand Guzema’s first partnership with a U.S. brand.

After more than 50 years, Jeff Roberts is handing over ownership of the organization to IJO President Stephen Barnes.

Emergencies can happen anytime, anywhere , and Jewelers of America has what you need to be prepared for it all.

Senior Jeweler Jay Wolff was named employee of the year.


The 111-year-old store will close following a dispute among Saks Global, a landlord, and the City of Dallas over a small piece of land.

The upcoming “Area_51” watch sale is a collaboration with heist-out, featuring vintage and modern timepieces with futuristic designs.

The jewelry industry faces challenges from lab-grown diamonds. A diamond ETF can restore natural diamonds' value and drive investor demand.

The trade organization, which will mark 120 years of service next year, has a refined focus and a new mission statement.

The application period is now open for established and emerging jewelers and metalsmiths to apply to the month-long residency program.

Uc Thí Vo, who co-owned Kim Tin Jewelry in Sacramento with her husband of 40 years, was killed during the November 2024 robbery.

Manashe Sezanayev pleaded guilty to grand larceny and is expected to receive five years’ probation when he’s sentenced in May.

The March birthstone pairs perfectly with hues of Mocha Mousse, Pantone’s Color of the Year for 2025.

Emmanuel Raheb shares strategies to prepare for, publicize, and engage the audience during events on platforms like TikTok and Zoom.

From Doja Cat to Mikey Madison and Selena Gomez, many of this year’s Academy Awards attendees donned drop necklaces.

Originally slated to take effect in April, official U.S. Customs and Border Protection documents now show the implementation date as “TBD.”

The recent jump in the prices of household staples, like eggs, and the potential impact of tariffs worried consumers.

The application period for the program is now open for aspiring gemologists around the world.

The work of Indigenous designer Joe Big Mountain, these earrings are similar to the pair Lily Gladstone just wore to the SAG Awards.

A metal detectorist uncovered the ring created in memory of Sir Richard Rainsford, who presided over some of England’s last witch trials.

Fine jewelry consultant and publicist Francesca Simons joins Amanda Gizzi and Natalie Francisco to discuss the trends set to rise this year.

Harlow’s partner, NBA player Kyle Kuzma, worked with Vobara to design the ring, which features oval and pear-shaped diamonds.

The Danish jeweler released the next chapter of its “Be Love” campaign, which celebrates love in all its forms.

The 13 lots on offer were comprised of material that previously went unsold at the miner’s November auction.

The learning workshop and the convention are both scheduled to take place April 26 and 27 in Montgomery, Alabama.

The EU, like the U.S., also now will require diamond importers to provide information about where exactly the diamonds were mined.

The formal signing of the agreement comes nearly two years after De Beers and Botswana initially announced they had reached a new deal.