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
EditorsOct 24, 2024
From a Witch to Wednesday: The Best Jewelry to Wear With Your Halloween CostumeFor her annual Halloween story, Associate Editor Lenore Fedow pairs fine jewelry with classic and contemporary Halloween costumes.
FinancialsOct 24, 2024
Kering’s Jewelry Brands ‘More Resilient’ Than Other Luxury Goods in Q3 Sales fell 15 percent for the luxury conglomerate in the third quarter, led by a 26 percent drop in sales for flagship brand Gucci.
Events & AwardsOct 24, 2024
JA New York Fall Show Announces Education LineupThe education offerings include a diamond cutting demonstration, a session with JVC President Sara Yood, and a seminar on AI.
Brought to you by
Navigating Cybersecurity: Essential Guidance for JewelersFrom protecting customer data to safeguarding inventory records, it's crucial to learn how to tackle cybersecurity challenges.
MajorsOct 24, 2024
Phillip Gavriel Releases 2024-2025 Catalog The book features new styles and revived favorites.
Weekly QuizOct 24, 2024
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingOct 23, 2024
De Beers, Signet Lean Into Finding ‘The One’ in New Natural Diamond Campaign Aimed at a generation that emphasizes self-care and mental health, “Worth the Wait” breaks new ground in the world of diamond advertising.
EditorsOct 23, 2024
The Modern Bride’s Approach to Wedding-Day JewelryEditor Lauren McLemore immersed herself in New York Bridal Fashion Week to better understand the role fine jewelry plays on the big day.
Brought to you by
Enhance Your Expertise with IGI’s In-Person Courses in NYCThis fall, sharpen your skills in jewelry grading, quality control and diamond assessment.
Lab-GrownOct 23, 2024
Q&A: Constance Polamalu on Selling Natural and Lab-Grown DiamondsThe jeweler shared her change of heart on lab-grown diamonds and why she keeps them separate from natural diamonds in her business ventures.
IndependentsOct 23, 2024
Jade Trau Sails OverseasThe New York-based brand is expanding outside of the U.S., with a pop-up shop in London and plans to distribute internationally.
CollectionsOct 23, 2024
See Scott West Jewelry’s ‘Kryptonite’ and ‘Joker’ RingsThey’re available through a retailer that sells luxury products inspired by the lifestyle of Batman’s billionaire civilian persona.
WatchesOct 23, 2024
How to Get a Timex Watch for $1The watchmaker is selling 1,000 “Waterbury” watches for $1 each in celebration of its 170th anniversary.
SourcingOct 23, 2024
GemFair Buys 10,000th DiamondLaunched by De Beers in 2018, the program aims to develop a responsible sourcing model for the artisanal/small-scale diamond mining sector.
CollectionsOct 23, 2024
Robinson Pelham Releases New Jewels Just in Time for the Holidays The new “Ouche” collection brings sculptural designs to the brand, while the expanded “Daystar” collection brings a rainbow of colors.
AuctionsOct 22, 2024
Phillips to Auction Rare 18-Carat Burmese Ruby The auction house said the gemstone could fetch up to $5.5 million at next month’s sale.
Events & AwardsOct 22, 2024
WJA Foundation Names First Winner of Hedda Schupak Scholarship Journalist Priya Raj plans to use the scholarship funds to further her media qualifications and amplify marginalized communities.
MajorsOct 22, 2024
WNBA Champions New York Liberty Take Home Tiffany & Co. TrophyIt marks the first championship win in the team’s 28-year history.
IndependentsOct 22, 2024
Sissy’s Log Cabin To Open Seventh StoreThe Arkansas-based jeweler’s first store in the state’s northwest region is set to open next year.
SourcingOct 21, 2024
De Beers to List Single Country of Origin for Some of Its Diamonds It will start with rough diamonds that are larger than 1.25 carats and later expand to rough diamonds that are above 1 carat.
CollectionsOct 21, 2024
Pandora Turns Things Upside Down in New ‘Stranger Things’ CollectionThe capsule collection is inspired by friendship and connection, with a nod to ‘80s fashion.
AuctionsOct 18, 2024
Piece of the Week: Babe Paley’s Clip-Brooch NecklaceThe New York socialite’s elegant, transformable piece from the 1960s is headed to auction later this month.
Recorded WebinarsOct 18, 2024
Watch: 2 Experts on the Challenges of Appraising Lab-Grown DiamondsTexas jeweler Susan Eisen and NAJA’s Gail Brett Levine discuss how lab-grown diamonds have altered the landscape for jewelry appraisers.
CrimeOct 18, 2024
The End of an Era: John Kennedy Reflects On 32 Years at JSA On the verge of retirement, Kennedy recounts the most stressful stretch of his time at JSA and reveals what he’ll miss about the industry.
MajorsOct 17, 2024
Retailer Hall of Fame 2024: Gina DrososSignet Jewelers CEO Gina Drosos’ secrets to success are listening to her team and leaning on data to make decisions.
AuctionsOct 17, 2024
Shirley Bassey’s ‘Baignoire’ Breaks Auction Record Part of the Welsh singer’s extensive jewelry collection, the bathtub-shaped Cartier watch went for nearly $72,000 at Sotheby’s Paris.
GradingOct 17, 2024
Renowned Gemologist and Author Alan Hodgkinson Dies at 87 He dedicated his life to researching, writing, and speaking about gemstones in the hope he could inspire others to share his passion.
Policies & IssuesOct 17, 2024
Ethical Gem Fair Returns to BrooklynThe event is slated for Oct. 17-19.
