ColumnistsNov 10, 2021
The Smart Lab: 5 Marketing Mistakes to Avoid This Holiday SeasonColumnistsNov 16, 2021
Reddit 101: How Jewelers Can Engage With Younger Customers
In their latest Creative Connecting column, Duvall O’Steen and Jen Cullen Williams share tips for using the popular discussion site.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
Founded in 2005 as a community-based sharing platform, Reddit now boasts more than 430 million monthly active users and 52 million daily active users.
According to Backlinko, it is ranked among the most popular social networks worldwide. There are more than 100,000 active communities on Reddit in which people share ideas, expertise, opinions, videos, images, recommendations, and more.
With such a large and captive audience, Reddit is a perfect platform for jewelers to begin to build relationships and brand awareness among the younger demographics.
While it may not be the most important place for jewelry marketing, there are lots of information-seekers and e-commerce consumers on Reddit every day.
Here, we will look at some simple ways that jewelers and jewelry brands can effectively engage on Reddit.
What Is Reddit?
Reddit is a social news aggregation, web content rating, and discussion website. The site’s name is a play on “read it.”
Registered members submit content to the site, like links to stories, texts, images and videos, that are then voted “up” or “down” by other members.
The community aspect of information sharing and the content rating on Reddit makes it a more trusted and reliable source for younger generations.
As digital natives, Gen Z and millennials are well aware that online information is not necessarily accurate. Rather, it tends to be full of marketing speak (or, worse, wholly inaccurate or fabricated), and therefore, not necessarily the most reliable source.
Reddit has become the place where Gen Z and millennials get more and more of their information.
How to Reddit
First, like all social media networks, you must create an account and register to become a member.
As a Reddit member, you can search for communities of interest or topics of interest. Jewelers might consider joining communities about fashion (watches, jewelry design, artisan gifts) or about special events (weddings, gifts, ask Reddit).
The primary functions on Reddit, beyond searching, are posting, commenting, and voting.
Users can post, sharing content in the form of stories, opinions, links, images, and/or videos.
Users can also comment on other people’s posts. Comments create discussion and sometimes add humor to the user experience.
Lastly, users can upvote or downvote the posts and the comments as they read. More interesting content rises to the top of the feed, and to the top of other people’s search results.
Related stories will be right here …
According to Backlinko, it is ranked among the most popular social networks worldwide. There are more than 100,000 active communities on Reddit in which people share ideas, expertise, opinions, videos, images, recommendations, and more.
With such a large and captive audience, Reddit is a perfect platform for jewelers to begin to build relationships and brand awareness among the younger demographics.
While it may not be the most important place for jewelry marketing, there are lots of information-seekers and e-commerce consumers on Reddit every day.
Here, we will look at some simple ways that jewelers and jewelry brands can effectively engage on Reddit.
What Is Reddit?
Reddit is a social news aggregation, web content rating, and discussion website. The site’s name is a play on “read it.”
Registered members submit content to the site, like links to stories, texts, images and videos, that are then voted “up” or “down” by other members.
The community aspect of information sharing and the content rating on Reddit makes it a more trusted and reliable source for younger generations.
As digital natives, Gen Z and millennials are well aware that online information is not necessarily accurate. Rather, it tends to be full of marketing speak (or, worse, wholly inaccurate or fabricated), and therefore, not necessarily the most reliable source.
Reddit has become the place where Gen Z and millennials get more and more of their information.
How to Reddit
First, like all social media networks, you must create an account and register to become a member.
As a Reddit member, you can search for communities of interest or topics of interest. Jewelers might consider joining communities about fashion (watches, jewelry design, artisan gifts) or about special events (weddings, gifts, ask Reddit).
The primary functions on Reddit, beyond searching, are posting, commenting, and voting.
Users can post, sharing content in the form of stories, opinions, links, images, and/or videos.
Users can also comment on other people’s posts. Comments create discussion and sometimes add humor to the user experience.
Lastly, users can upvote or downvote the posts and the comments as they read. More interesting content rises to the top of the feed, and to the top of other people’s search results.
According to Neal Patel of the “Marketing School” podcast, episode 1549, “How to Make Content Go Viral on Reddit (Without Getting Banned),” the Reddit community does not like self-promotion or marketing speak, and they tend to downvote self-promotional content.
They recommend that you sign up, look at communities of interest to your target audience and contribute first before posting. Comment or vote on posts with related topics to build credibility in the Reddit algorithms and within the community.
After becoming a respected member of the community, then you can begin to post meaningful content and gauge the reaction via votes.
Every Reddit user has a number next to their name and the word “Karma,” which reflects how much good the user has done for the community.
A new user will begin with 1 Karma, and this will increase as people like and vote on the user’s contributions and posts.
“The higher that number gets, the more people who will see your comments and subreddits,” according to Patel.
How Jewelers Can Use Reddit Effectively
Start by spending a half-hour or so reading content and comments.
According to marketing consultant Michael Walsh, “Authenticity is the key for any marketing based on the Reddit platform. Reddit’s username is all about being transparent. A jeweler needs to be upfront about who they are while on the platform.”
Walsh recommends jewelers present themselves as an authority on the subjects related to fine jewelry.
“You want to show you’re a human, and not some bot lurking, trying to sell gemstones from overseas.” — Dan Moran, Concierge Diamonds
“Knowledge is a great way to become an established source on Reddit and with that can come traffic/sales. Answering questions and helping people on related subs can get you attention/fans without running into common rules against self-promotion/commercialism.”
Dan Moran of Concierge Diamonds in Los Angeles is a good example.
He goes by u/diamonddealer on Reddit and is perhaps the single most successful jeweler on the site, having made more than 3,000 bespoke pieces for Redditors, he said.
“It’s important to understand that you’re not selling to a community, you’re participating in a community,” the jeweler said of using Reddit.
“You want to show you’re a human, and not some bot lurking, trying to sell gemstones from overseas. It’s also important to have a strong presence off Reddit, as well, so people doing their homework can independently vet you on other websites and platforms.”
As an example, shoppers might put in a subject like “lab grown vs. natural diamonds” to read what real people are saying about that topic.
A jeweler could comment on inquiries related to this topic, noting that, “I am a certified graduate gemologist, G.G., and recently published a blog post about lab-grown diamonds. What I have found in my experience is …”.
If people comment that they would like to read your blog post, then you would post the link, but only if asked. If your comment comes across as promoting your blog or your website, it will get downvoted quickly.
As jewelers, you can share educational content from your blog, particularly popular topics surrounding jewelry purchases.
Consider that the age of the Reddit user tends to skew younger, with 75 percent of users ages 39 and under, and provide content relevant to their age group.
Examples include things to keep in mind for surprise proposals (ring sizing, packaging, etc.) or how to read a diamond grading report. As an example, here is a post about where to start when shopping for an engagement ring.
You can also offer trend content like this great list of 10 Jewelry Trends You Should Try, keeping it unbiased by showing a variety of different brands in the examples you give.
And if your store sells gifts, crystals, or tableware, you can also join the popular discussions with home decorating tips on Reddit.
Reddit communities can also be a digital focus group for new products you are considering launching or new ad campaigns. Post it with a sincere request for feedback and be prepared for both positive and negative commentary. Use the input to further refine your ads or your product selections.
Reddit Dos and Don’ts
Here are some simple dos and don’ts when engaging on Reddit.
DON’T
• Be promotional. Of all the platforms out there, Reddit is the least commercial. Avoid promotional or direct sales content like percent off, upselling incentives (BOGO), etc.
• Post more than you comment or vote.
• “Get into an argument with other vendors or jewelers on the site,” cautioned Moran. “It’s not a good look and the internet is forever. Plus, you never know when you might need one of those other jewelers’ help.”
DO
• Become a member and pick a name that reflects what your brand or company is about rather than your exact business name.
• Explore and be part of the community by answering questions in other Reddit threads.
• Be authentic and honest. Establish yourself as a trusted and reliable source of good information.
• Ask honest questions to learn more about Redditors and your potential target audience.
• Stay engaged and respond to comments and questions from your posts. Thank users for responding to your questions or posts.
• Have fun. Users come to Reddit to get information and be entertained. If you have a funny meme or story related to your business, consider sharing it.
“You need to be honest, first and foremost,” Moran said. “If someone comes to me and has a legitimately good deal on a diamond from another vendor, I will advise them to take it. If I get an inquiry, and I don’t think I'm well-suited to help, I say so.
“I regularly spend a lot of time answering questions that I know for sure will not lead to business for me. I just try to help. And by not always trying to work with everyone on the site, you prove that you’re actually looking out for people’s best interests.”
Like any forum or social network, it takes time and effort to understand and immerse yourself within the community.
To be embraced by Redditors, simply put, you need good Karma!
So, go out and become a member of the community, avoid being overly promotional, be honest, and add value.
Here are some simple dos and don’ts when engaging on Reddit.
DON’T
• Be promotional. Of all the platforms out there, Reddit is the least commercial. Avoid promotional or direct sales content like percent off, upselling incentives (BOGO), etc.
• Post more than you comment or vote.
• “Get into an argument with other vendors or jewelers on the site,” cautioned Moran. “It’s not a good look and the internet is forever. Plus, you never know when you might need one of those other jewelers’ help.”
DO
• Become a member and pick a name that reflects what your brand or company is about rather than your exact business name.
• Explore and be part of the community by answering questions in other Reddit threads.
• Be authentic and honest. Establish yourself as a trusted and reliable source of good information.
• Ask honest questions to learn more about Redditors and your potential target audience.
• Stay engaged and respond to comments and questions from your posts. Thank users for responding to your questions or posts.
• Have fun. Users come to Reddit to get information and be entertained. If you have a funny meme or story related to your business, consider sharing it.
“You need to be honest, first and foremost,” Moran said. “If someone comes to me and has a legitimately good deal on a diamond from another vendor, I will advise them to take it. If I get an inquiry, and I don’t think I'm well-suited to help, I say so.
“I regularly spend a lot of time answering questions that I know for sure will not lead to business for me. I just try to help. And by not always trying to work with everyone on the site, you prove that you’re actually looking out for people’s best interests.”
Like any forum or social network, it takes time and effort to understand and immerse yourself within the community.
To be embraced by Redditors, simply put, you need good Karma!
So, go out and become a member of the community, avoid being overly promotional, be honest, and add value.
More on Columnists
The Latest
Supplier BulletinOct 30, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
CrimeOct 30, 2025
29-Year-Old Man Charged in Multiple Seattle-Area Smash and Grabs The suspect faces charges in the August robbery of Menashe & Sons Jewelers and is accused of committing smash and grabs at two pawn shops.
Lab-GrownOct 30, 2025
Alison Lou’s New Collection Uses Lab-Grown Diamonds and ResinThe “Lumière Fine” collection was born from designer Alison Chemla’s interest in the transformative power of light.
TrendsOct 30, 2025
Amanda’s Style File: A Haunted HalloweenShow off your spooky side with these 12 festive jewels.
Weekly QuizOct 16, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsOct 30, 2025
Jewelers Mutual to Host Jewelry Panel at Frazier History MuseumThe “Brilliant & Beyond” panel coincides with the “Love & Marriage” exhibition curated by Davis Jewelers in Louisville, Kentucky.
Events & AwardsOct 29, 2025
October Brings Little Change to Consumer Confidence Consumers are feeling more optimistic about their present situation while the short-term future remains a little scary.
Brought to you by
DESERT DIAMONDS: The Newest Trend in Natural Diamond JewelryFrom sunlit whites to smoky whiskeys, introduce your clients to extraordinary diamonds in colors as unique as their love.
Events & AwardsOct 29, 2025
Couture Partners With Time to WatchesThe company, which organizes a watch show in Geneva every spring, will bring a selection of watch brands to the 2026 Couture show in Vegas.
TrendsOct 29, 2025
Beth Bernstein Releases Vintage Jewelry Guide“The Modern Guide to Vintage Jewellery” follows the evolution of jewelry design from the ‘30s to the ‘80s with buying and styling advice.
EditorsOct 29, 2025
Why Creepy, Crawly Bugs Inspire Beautiful JewelryFor her annual Halloween story, Senior Editor Lenore Fedow explores the symbolism behind spiders, beetles, and other eerie insects.
Events & AwardsOct 28, 2025
Meet the 2026 Gem Award NomineesNotable jewelry designers, members of the press, and retailers are up for an award at next year’s gala.
Recorded WebinarsOct 28, 2025
Watch: The State of the Jewelry Industry Leaders from Jewelers of America and National Jeweler discuss the gold price, tariffs, and more in this one-hour webinar.
CollectionsOct 28, 2025
Eriness Reflects on Life in ‘One of One’ CollectionAfter experiencing motherhood, growth, and loss, founder and designer Erin Sachse has created 10 irreplaceable jewels.
AuctionsOct 27, 2025
Napoleon Left This Brooch Behind, And Now It’s Up For AuctionIt is part of Sotheby’s “Royal & Noble Jewels” sale along with an ornate hair ornament and an old mine-cut light pink diamond ring.
CrimeOct 27, 2025
Arrests Made in Louvre Jewel Heist One of the individuals was apprehended at the airport as he was trying to flee the country.
MajorsOct 27, 2025
Target to Cut 1,800 Corporate JobsThe retailer, which has faced struggling sales in recent quarters, is looking to streamline its operations.
Events & AwardsOct 27, 2025
Hill Management Group Hired to Help Atlanta Jewelry ShowHill Management Group will oversee, market, and produce next year’s spring show.
AuctionsOct 24, 2025
Bonhams Under New Ownership, Top Executives ReplacedLondon-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
GradingOct 24, 2025
DMIA to Hold Diamond Testing Instrument DemoThe workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.
CrimeOct 24, 2025
Video Emerges of Louvre Jewelry Robbers Fleeing the Scene The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.
CollectionsOct 24, 2025
Piece of the Week: Wyld Box Jewelry’s ‘Ray of Light’ EarringsFounder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.
FinancialsOct 23, 2025
Jewelry Sales Resilient Despite Struggles at LVMH, KeringThe luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.
SourcingOct 23, 2025
Petra Diamonds Turns to Shareholders to Raise Capital The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.
WatchesOct 23, 2025
‘Million Dollar Hip Hop Watches’ Recounts Watch HistoryThe book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.
AuctionsOct 23, 2025
Freeman’s | Hindman Names New VP, Senior Specialist for Jewelry & WatchesAlexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.
TrendsOct 22, 2025
The Taylor Swift Effect: Antique Diamonds EditionThe superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.
