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.
Editors' Picks
Sponsored by
More on Columnists
The Latest
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry StoreAuthorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.
SourcingMar 28, 2025
19th-Century Jade Book Now Available in EnglishLotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ RingThe ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They DeserveBench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ OutlookThe Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.
Weekly QuizMar 27, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand AmbassadorThe Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.
Brought to you by
Natural Diamonds Should Mean MoreNatural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent JewelerThe family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco WatchesThe “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.
MajorsMar 26, 2025
QVC Group Appoints New PresidentAlex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat RubyThe ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft RecoveredThe two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic DesignFrom striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid TurnaroundThe jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.
WatchesMar 24, 2025
Sotheby's Now Offers Watch Repair ServicesThe auction house's partnership with online watch servicing platform WatchCheck makes repairs convenient and accessible, it said.
FinancialsMar 21, 2025
Swarovski Says Its Lab-Grown Diamond Sales Doubled in 2024The company also noted record sales in the United States and a strong performance in its jewelry category.
SourcingMar 21, 2025
BrankoGems To Hold Conference in MontanaThe event, set for June 13-15, will feature educational presentations and guided visits to the state’s sapphire mines.
TrendsMar 21, 2025
Piece of the Week: Marrow Fine’s ‘Til Death’ RingAfter the black enamel band became a best-seller for the brand, it has now launched an enamel ring personalization program.
IndependentsMar 20, 2025
Korman Fine Jewelry’s New Store Is Double the Size The Austin, Texas, jeweler’s new 11,000-square-foot store is set to open this summer.
Events & AwardsMar 20, 2025
JCK Rocks to Feature Snoop Dogg, Jason DeruloThe rapper and singer-songwriter will perform at Tao Beach on June 8.
TechnologyMar 20, 2025
Chris Ploof, Severine Ferrari Launch YouTube Video Series“Conversations with Chris Ploof” covers tips for men buying wedding bands, behind-the-scenes footage of Ploof in his studio, and more.
Lab-GrownMar 20, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond SectorAs lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.
FinancialsMar 19, 2025
Signet Jewelers to Close Stores, Cut Staff Amid Declining SalesThe moves are part of the retailer’s new turnaround plan, “Grow Brand Love,” which also includes emphasizing brand loyalty over store banners.
CollectionsMar 19, 2025
Jessica McCormack’s New Collection Elevates Office WearThe “Rush Hour” campaign stars Zoë Kravitz in bold, wearable pieces designed to make a statement in the workplace.
