ColumnistsJan 11, 2022
Creative Connecting: Social Media Listening Tips & Tools for Jewelers ColumnistsJan 18, 2022
The PR Adviser: Getting Back Up After You Fall
National Jeweler’s resident PR adviser Lilian Raji returns with thoughts on the importance of never giving up and continuing to evolve.
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Dear Readers,
Can you ever forgive me?
I now sit in my new writing salon at the St. Regis Bal Harbor after saying farewell to my former writing locale, St. Regis Atlanta, following my move to Miami earlier last year, one of many changes since we last connected.
I wonder how to begin again after abandoning you for so long, dear readers. I can only beg your forgiveness then share with you all my newly gained wisdom from my 24-month absence.
Truth be told, Dan Scott of Luxe Licensing is to credit for my return. Remember him?
He and I were speaking about the challenges of being a business owner. I told him I’m fond of dissuading people from entrepreneurship just to see what will happen.
Those who take my terrible advice to forget it aren’t meant to be in business. But those who rightfully spit in my eye and tell me, “To hell with you and your negativity!” might just have a chance.
Well, that is, until they fail the first time. It’s what they do after that first failure that determines if they will make it.
Until, of course, they fail again. And then, that will determine if they’ll make it. Until, well, the next failure. And the one after that. And then the one after that.
If you don’t have many failures under your belt, then you’re not really trying to succeed in business.
I told Dan my company is now on its 11th reincarnation. Yes, my company has died and been resurrected 10 times, but few people know this because I never gave up. I just figured out why I failed, evolved my business model accordingly and made sure not to make the same mistake again.
To be clear, dear readers, I cried thousands of tears and ate many a pint of Ben & Jerry’s as I figured this out.
After ugly-crying for days or weeks or months, depending on the failure, I wiped away my tears, got out of bed, and started again.
Dan suggested that some in the jewelry industry may need to hear about the possibility for resurrection, reincarnation and evolution right now.
Can you ever forgive me?
I now sit in my new writing salon at the St. Regis Bal Harbor after saying farewell to my former writing locale, St. Regis Atlanta, following my move to Miami earlier last year, one of many changes since we last connected.
I wonder how to begin again after abandoning you for so long, dear readers. I can only beg your forgiveness then share with you all my newly gained wisdom from my 24-month absence.
Truth be told, Dan Scott of Luxe Licensing is to credit for my return. Remember him?
He and I were speaking about the challenges of being a business owner. I told him I’m fond of dissuading people from entrepreneurship just to see what will happen.
Those who take my terrible advice to forget it aren’t meant to be in business. But those who rightfully spit in my eye and tell me, “To hell with you and your negativity!” might just have a chance.
Well, that is, until they fail the first time. It’s what they do after that first failure that determines if they will make it.
Until, of course, they fail again. And then, that will determine if they’ll make it. Until, well, the next failure. And the one after that. And then the one after that.
If you don’t have many failures under your belt, then you’re not really trying to succeed in business.
I told Dan my company is now on its 11th reincarnation. Yes, my company has died and been resurrected 10 times, but few people know this because I never gave up. I just figured out why I failed, evolved my business model accordingly and made sure not to make the same mistake again.
To be clear, dear readers, I cried thousands of tears and ate many a pint of Ben & Jerry’s as I figured this out.
After ugly-crying for days or weeks or months, depending on the failure, I wiped away my tears, got out of bed, and started again.
Dan suggested that some in the jewelry industry may need to hear about the possibility for resurrection, reincarnation and evolution right now.
“People don’t stop shopping because there’s a plague, especially when retail therapy is often more valued than valium in challenging times.”
Since my last column in December 2019, the world has descended into madness. We’re dealing with a plague that is giving us a sequel of a sequel of a sequel, a menage-a-trois-quel, if you will.
In that time, some retailers and brands have folded, unable to bear the weight of what COVID has wrought. It’s no mystery what happened and why. What happened was inevitable.
The why is that many in our industry closed their eyes and stuck their fingers in their ears, singing “la la la la la,” when advisers such as myself told them they needed to strengthen their ecommerce business.
“The future is online,” the most prescient of us warned. But very few listened.
So when ecommerce companies like my client ShopWorn.com began reporting a 40 percent increase in sales month-over-month since the pandemic began, I wasn’t surprised. People don’t stop shopping because there’s a plague, especially when retail therapy is often more valued than valium in challenging times.
The companies still standing today are here because a) their ecommerce site was up and open for business, or b) they realized the inevitable had finally arrived and quickly pivoted to strengthening their website.
When I speak of evolution, it’s because this is what’s necessary for the industry’s continued survival. The future is digital.
If you’re one of the unfortunates battered by COVID, take my return to the PR Adviser and your reading my first column in two years as your invitation to reincarnate and evolve your business.
Two weeks ago, I got into a heated debate with someone who couldn’t possibly believe people were buying $40,000 jewelry online.
“Believe it!” I demanded because it happens. Ask Tiffany, Cartier, Boucheron or any of the clients I’ve worked with in the past five years how much ecommerce drives their business.
“But PR Advisor,” you might say, “I’m not Tiffany!”
I hear your protest. And to that I say, poppycock!
You’re only as big as your imagination allows. You’re not Tiffany today, but if you would one day like to be, then continue following this column because this is the reincarnation and evolution that I will be leading you toward.
Even if you don’t aspire to be Tiffany and simply want to build a decent business doing what you love, stick around too. You can get off the ride when we start discussing how to get Beyoncé and Jay-Z to be your spokespeople!
It’s good to be back, dear readers. And I’m back with a wealth of new information and case studies to share with you over the coming months.
I’m back to answer all of your questions on how to transition to ecommerce and how to develop a communications strategy to attract those customers willing to spend $500, $5,000 or $50,000 with you online.
Before I leave you, the lovely people at Halstead have invited me to speak again at their annual Jewelry Business Forum on Jan. 20.
I’ll be sharing my secrets on how to land your jewelry in a movie or television show to achieve maximum publicity. It’s free to participate and I’ll be taking questions after my presentation.
Until next month, my dear readers, I wish you a tremendously happy new year and send warrior spirit energy to push you forward in 2022. In the next column, we go to work on your reincarnation.
More on Columnists
The Latest
AuctionsMar 21, 2023
Marlene Dietrich’s Van Cleef & Arpels Bracelet Going Up for AuctionExpected to earn up to $4.5 million, the “Jarretière” bracelet is the star of Christie’s “The Magnificent Jewels of Anne Eisenhower” sale.
Events & AwardsMar 21, 2023
ASJRA’s May Conference Examines ‘Iconic’ Jewelry CompaniesJewelry historians, authors, and experts will explore the works of Tiffany & Co., Oscar Heyman, Verdura, and more.
IndependentsMar 21, 2023
Borsheims Executive Jennifer Johnson RetiresJohnson joined the retailer in 1987, establishing its first human resources department.
Brought to you by
Full Disclosure at Your FingertipsDistinguishing natural diamonds from laboratory-grown stones – now more available than ever – has been difficult for jewelers. Until now.
Recorded WebinarsMar 20, 2023
Watch: Lab Grown Diamonds: What's Now? What's New? What's Next?Supplier Spotlight Presented by IGI
Weekly QuizMar 17, 2023
This Week’s QuizTest your jewelry news knowledge with this short test.
Events & AwardsMar 20, 2023
Gem Awards Shine Spotlight on Design, Dedication, and FamilyThe industry gathered to celebrate those who elevate the jewelry and watch industries.
CrimeMar 20, 2023
Jewelry Crime Reached Record Level in 2022, JSA SaysAt JSA’s annual luncheon, President John J. Kennedy said the organization recorded more than 2,000 cases last year.
Brought to you by
Bringing Over 130 Years of Diamond Expertise to Modern GradingDe Beers Institute of Diamonds provides the very best in diamond verification, education and diamond services.
CollectionsMar 20, 2023
A New Book on Chanel Is a High Jewelry Lover’s DreamIt highlights Gabrielle “Coco” Chanel’s lasting influence on modern design.
Recorded WebinarsMar 17, 2023
Watch: Lessons From GemsJewelers of America’s Amanda Gizzi explores the qualities and accomplishments that make this year’s Gem Award nominees shine.
Events & AwardsMar 17, 2023
JCK Industry Fund Announces Grant RecipientsHere’s what the nine chosen organizations plan to do with the funds.
TrendsMar 17, 2023
Piece of the Week: Anita Ko’s Award-Ready EarringsThe designer is nominated for a Gem Award for Jewelry Design.
FinancialsMar 16, 2023
Winter Weather, Declining Engagements Weigh on Signet’s Results The jewelry giant’s full-year sales were essentially flat, brought down by fourth-quarter declines.
FinancialsMar 16, 2023
Brilliant Earth Took a Record Number of Orders in 2022In its recent results, the company highlighted non-bridal jewelry sales and said its “inventory-light” showroom model may change.
Events & AwardsMar 16, 2023
Amanda’s Style File: Sparkling Gems See 15 fabulous pieces from the 2023 Gem Award for Jewelry Design nominees: Anita Ko, Kirsty Stone, and Ron Anderson and David Rees.
WatchesMar 16, 2023
Citizen’s New Eco-Drive Watches Run for a Full YearThe new Cal. E365 movement doubles the running time of the current Eco-Drive models.
SourcingMar 15, 2023
Amid Uncertainties, India’s Diamond Industry Continues to Adjust The mood among diamantaires is fairly optimistic despite the challenges brought about by sanctions and a cloudy economic outlook.
Lab-GrownMar 15, 2023
India’s Lab-Grown Diamond Industry Is Growing UpThe mood is bullish as more companies get into the business despite the dramatic drop in lab-grown diamond prices.
SourcingMar 15, 2023
Q&A: GJEPC Chairman Vipul ShahShah talks with National Jeweler about diamond demand, lab-grown, and why it’s difficult to make predictions about the U.S. market.
Policies & IssuesMar 15, 2023
When Diamonds Replenish the EarthHari Krishna Exports and the Dholakia Foundation’s “Mission 100 Sarovar” aims to create 100 lakes to help revive an area of Gujarat.
TechnologyMar 15, 2023
Sarine’s New Website Schools Consumers on TraceabilityThe educational resource will highlight the positive impact diamonds can make on their journey from mine to market.
SourcingMar 15, 2023
Canada’s Ekati Diamond Mine to Get a New OwnerAustralian mining company Burgundy Diamond Mines announced plans to buy the mine in a deal valued at $136 million.
AuctionsMar 15, 2023
Antique Rings Discovered by Retirees Perform Well at AuctionA 17th-century gold seal ring and an 18th-century memento mori ring met or exceeded estimates at a recent Noonans auction.
Events & AwardsMar 15, 2023
JSA Announces Award RecipientsThey will be recognized at the organization’s annual luncheon this weekend in New York City.
MajorsMar 14, 2023
Dutch Historian Discovers Medieval JewelsThe 1,000-year-old find is now on display in the Dutch National Museum of Antiquities.
Events & AwardsMar 14, 2023
GemGenève Is Gearing Up for Its Biggest Show YetMore than 200 exhibitors are scheduled for the May 11-14 event.
SourcingMar 14, 2023
Bonas Group’s Jimmy Gove Joins OpsydiaGove, who has more than a decade of experience in the diamond industry, is Opsydia’s new sales and marketing director.
