Columnists

The PR Adviser: 10 Questions to Contemplate

ColumnistsMay 24, 2022

The PR Adviser: 10 Questions to Contemplate

Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.

2021_Lilian Raji.jpg
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Greetings, my beloved readers! 

When we last left off, I gave you the rallying cry of “give me evolution or give death,” preparing you for the changes ahead as I help you to become a lean, mean jewelry-selling machine. And then I disappeared for three months!  

My sincerest apologies, alas, as the last three months have not been without their challenges, replete with a trifecta of major issues to test my adaptability. 

First, there was a sudden and unexpected move from one apartment to another. 

Second was an emergency room visit during my move because of excruciating abdominal pain, revealing a kidney infection. This forced me to take a long, hard look at how I treated my body and subsequently led me to a new health-focused lifestyle that has me feeling better than I have in 20 years.  

Third, there was an emergency two-week trip to Atlanta to take care of my mother, who had suddenly fallen ill.

My time with her helped renew her spirit after losing me to Miami a year ago and her dog to cancer three months after I left. She is now in good health and back to her fighting self, which, as you can imagine since you know her daughter, was really the only possible outcome. 

I share this with you as caveat emptor in preparing for your evolution. Things are going to arise beyond your control as you venture down this path and you’ll have to just roll with the punches. I believe the saying is “man plans, and God laughs.”

I give you permission to punch back, but always strategically. Note how I came out ahead in all the chaos? This is what evolution ultimately is about, being better than you were the day before. 

Now, shall we begin?

Where we begin is with the customer journey. 

You probably have heard this phrase 1,001 times by now since I first brought it up three years ago. If you haven’t, the customer journey is simply all the steps it took for someone to finally become your customer. 

It begins the moment they first hear your name and continues until they finally buy from you.  

Some people like to end here but I believe the journey never ends—not if you want to have a ready audience enthusiastically awaiting your next collection. As long as you’re in business, you want your customers to always continue journeying with you. 

 Related stories will be right here … 

Over the next few months, we’re going to cover your role in every part of the customer journey.

You have a lot more influence over how someone first learns about you than you think. This is where PR and publicity come in and act as, perhaps, the strongest accelerators in the customer journey. 

Here is when the future customer first reads about you in a magazine or blog.

It could also happen via the original PR—they learn of you from a friend. (Technically, it’s called word-of-mouth, but I am claiming it as the “original PR” for public relations professionals everywhere.)

Another route is through social media, which has become the most domineering source when used correctly. 

Simply setting up an Instagram account is not going to flood your business with orders. But applying creativity in your posts and a bit of advertising will. We’ll cover this. 

But first, before you run off to layer yourself in every last piece of your jewelry and film yourself doing the Humpty Dance in hopes of going viral, let’s take a huge step back. 

Whenever I begin working with new clients, I make them complete a 12-page questionnaire. They hate it. 

Everyone hates it, except for me of course. I love it because the answers always give me deep insight into not just how the client thinks, but also why they need me in the first place. 

“You can literally put words in the mouth of people who write or talk about your brand. [So] you must be crystal clear on how you want others to talk about you.”

Take, for instance, this question: Why should someone buy from you? 

If I had a dollar for every time the answers begin “because we only use high-quality materials” or “our customer service is white glove” or some variation of being the best, I’d have a villa in Tuscany. And if I got a dollar for how many of you thought these things when you first read the question a moment ago, I could probably challenge Elon Musk for the rights to Twitter. 

If you can’t give me an original reason as to why I should buy your jewelry or shop in your store, why should a potential customer bother?

I’m feeling some eye rolls emanating from those who are wondering what any of this has to do with selling jewelry. 

Let’s go back to the beginning of the customer journey. How does your customer first learn about you? If they’re reading about you in a magazine or their friends are telling them about you, what do you want them to say? 

You know you have control over this, right? 

You can literally put words in the mouth of people who write or talk about your brand. With such great power comes the responsibility of knowing exactly what you want them to say. This is the reason for 12 pages of questions. You must be crystal clear on how you want others to talk about you. 
Here are more questions for you to contemplate:
• Why was your company started?
• What are your company’s greatest strengths?
• What motivates you to keep going with the company?
• What must change for your company to become a leader in the marketplace?
• How are your company’s products different than others? What needs do they meet that make it a must for consumers to have?
• Describe your ideal customer, the person who wears your jewelry. Who are they? What are they like?
• What do they see in your jewelry that makes them want to own one of your pieces?
• What do you want prospective customers to think about your company?
• Why should they believe it?

I know, I know! You immediately want to jump into how I’m going to help you make Harry Winston jealous of your success. 

But, as I’ve learned in my years of racing cars as a hobby, we must slow down in order to speed up. 

Take this next month to really answer these questions. And if you’re a teacher’s pet type, feel free to email me your answers at lilian@lmrpr.com

We’ll continue the customer journey in my next column. 

However, I might just squeeze one column in between to directly address anyone who emails me their answers. Don’t worry, no names or identifying information will be revealed. I only want to help. 

Until next month, my friends!

Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Stock image of the U.S. Supreme Court
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

Patrick Mahomes Hublot campaign
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand Ambassador

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

Weekly QuizSep 04, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Lucara pink diamond
SourcingSep 04, 2025
Lucara Unveils Unusual 37-Carat Pink Diamond

The Type IIa stone, recovered from Botswana’s Karowe diamond mine last month, features unique coloration.

A street in Carlsbad California
Events & AwardsSep 04, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Shot from Breitling new NFL campaign
WatchesSep 04, 2025
Breitling Takes Its NFL Game to the Next Level

Breitling is now the NFL’s official timepiece partner, a move that puts the brand in front of the millions of Americans who watch football.

NYC Jewelry, Antique, & Object Show Autumn 2025
Events & AwardsSep 04, 2025
The NYC Jewelry, Antique, & Object Show Returns in November

NYCJAOS is set for Nov. 21-23 in New York City’s Chelsea neighborhood.

Fabergé x Gemfields Malaika Egg
SourcingSep 03, 2025
Gemfields Confirms Completion of Fabergé Sale

U.S.-based investment company SMG Capital LLC is the new owner of the luxury brand.

Claire’s storefront
MajorsSep 03, 2025
These Are the Nearly 300 Claire’s Stores Set to Close

A new court filing details the locations of the stores that will close, as well as the 830 that will remain open.

Stuller’s Tools, Equipment, & Metals and Findings & Metals Catalogs
MajorsSep 03, 2025
Stuller Releases 2 New Catalogs

The new catalogs are “Tools, Equipment, & Metals” and “Findings & Metals.”

Effy Jewelry Multicolor Sapphire Bangle
TrendsSep 03, 2025
Amanda’s Style File: A Perfect Birthstone

Sapphire’s variety of colors make it the perfect birthstone for September.

Woman with hands crossed wearing jewelry
FinancialsSep 02, 2025
Lab-Grown Diamonds, Lower-Priced Fashion Jewelry Drive Signet Jewelers’ Q2 Sales

The retailer has raised its guidance after seeing total sales increase 3 percent in the second quarter, beating expectations.

Jean-Christophe Bédos Birks
MajorsSep 02, 2025
Birks CEO Jean-Christophe Bédos Steps Down

Niccolò Rossi di Montelera, executive chairman of the board, was appointed as interim CEO.

Harry Winston Ginza Flagship Exterior, Interior
MajorsSep 02, 2025
Harry Winston Opens Its Largest Flagship in Japan

The three-floor space also features the jeweler’s largest VIP salon in Japan and offers an exclusive diamond pendant.

All Hours: Stephanie Gottlieb Fine Jewelry x Oak and Luna Campaign Imagery
CollectionsSep 02, 2025
Stephanie Gottlieb Debuts Silver Designs in ‘All Hours’ Collab

The collection is a collaboration between Stephanie Gottlieb Fine Jewelry and Oak and Luna, focusing on understated essentials.

Sothebys The Desert Rose orangy pink diamond collectors week
AuctionsAug 29, 2025
Sotheby’s UAE Sale to Feature 32-Carat Fancy Vivid Orangy Pink Diamond

The highlight of a single-owner jewelry and watch collection, it’s estimated to fetch up to $7 million at auction this December.

Calvin Klein watch and jewelry campaign
FinancialsAug 29, 2025
Movado’s Q2 Sales Rebound Despite Tariff Impact

CEO Efraim Grinberg noted a resurgence in the fashion watch market.

Mark Davis Bullseye Necklace
CollectionsAug 29, 2025
Piece of the Week: Mark Davis’ ‘Bullseye’ Necklace

The “Bullseye” necklace, with vintage bakelite and peridot, August’s birthstone, is the perfect transitional piece as summer turns to fall.

Image #1_Resized.png
Supplier BulletinAug 28, 2025
Clientbook Is Helping Jewelers Turn Clienteling Challenges into Wins with Hands-On Training and Coaching

Sponsored by Clientbook

GIA’s new report for lab-grown diamonds
GradingAug 28, 2025
GIA’s New ‘Quality Assessment’ for Lab-Grown Diamonds Is Coming

It will classify lab-grown stones into one of two categories, “premium” or “standard,” in lieu of giving specific color and clarity grades.

Botswana President Duma Boko
SourcingAug 28, 2025
Botswana Declares Public Health Emergency Amid Diamond Sales Slump

President Duma Boko addressed the country’s medical supply chain crisis in a recent televised address.

Afton Robertson-Kanne Borsheims
MajorsAug 28, 2025
Borsheims Names New Jewelry Buyer

Former Free People buyer Afton Robertson-Kanne recently joined the retailer.

Sissy’s Log Cabin Back to School and Bling
IndependentsAug 28, 2025
Sissy’s Log Cabin Donates School Supplies to Memphis Students

The jeweler teamed up with two local organizations for its inaugural “Back to School and Bling” event.

Taylor Swift Engaged
EditorsAug 27, 2025
Taylor Swift’s Engagement Ring Is a Fairy Tale for Vintage Diamond Cuts

The singer’s new bling, reportedly a natural old mine-cut diamond, is no paper ring.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy