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

Daymond John
Events & AwardsApr 18, 2025
Daymond John to Give Keynote at JCK Las Vegas

The entrepreneur and “Shark Tank” star will share his top tips for success.

Dukachi Easter Bread Pendant
CollectionsApr 18, 2025
Piece of the Week: Dukachi’s ‘Easter Bread’ Pendant

The Ukrainian brand’s new pendant is modeled after a traditional paska, a pastry often baked for Easter in Eastern European cultures.

Bremer Jewelry
IndependentsApr 18, 2025
Bremer Jewelry to Reveal Renovated Store

The jeweler has announced a grand reopening for its recently remodeled location in Peoria, Illinois.

gia-topimage 0325.jpg
Brought to you by
A Brilliant Future Is Here

Get online education from GIA experts.

Tiffany & Co. Strong Like Mom campaign
MajorsApr 18, 2025
Tiffany & Co. Employees Star in Mother’s Day Campaign

The “Strong Like Mom” campaign features moms who work at Tiffany & Co. and their children.

Weekly QuizApr 18, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Athena Calderone x John Hardy Collection
CollectionsApr 17, 2025
John Hardy, Athena Calderone Partner on Art Deco Decor-Inspired Collection

Interior designer Athena Calderone looked to decor from the 1920s and 1930s when crafting her first fine jewelry collection.

Movado Connect 2.0 watches
FinancialsApr 17, 2025
Movado Group to Increase Prices to Offset Tariffs Impact

During a call about its full-year results, CEO Efraim Grinberg discussed how the company is approaching the uncertainty surrounding tariffs.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

Natural Diamond Council Diamond Learning Center Graphic
Lab-GrownApr 17, 2025
NDC Launches Its Diamond Learning Center

The free program provides educational content for jewelry salespeople and enthusiasts to learn or refresh their diamond knowledge.

Jewelers of America logo
Policies & IssuesApr 17, 2025
Jewelers of America Requests Tariffs Testimonials from Members

The feedback will be used to prepare other jewelers for the challenges ahead, the organization said.

Technology Therapy Group logo
TechnologyApr 17, 2025
Technology Therapy Group Expands AI Training for Jewelry Retailers

The online sessions are designed to teach jewelers to use AI tools like ChatGPT and Claude to grow their business.

Catbird Chicago
IndependentsApr 16, 2025
Catbird Expands to Chicago

The opening marks the jewelry retailer’s first location in the Midwest.

Foundrae United in Love Campaign
CollectionsApr 16, 2025
Foundrae’s First Commitment Jewelry Collection Unites Through Love

The “United in Love” collection offers tangible mementos of hearts entwined with traditional and non-traditional commitment heirlooms.

Robert and Rose-Marie Goodman outside Robert Goodman Jewelers
IndependentsApr 16, 2025
Indiana Jeweler to Host Black Jewelry Designer Pop-Up

Robert Goodman Jewelers will hold a “Black Jewelry Designers and Makers” event on April 27.

Womens Jewelry Association WJA logo
MajorsApr 16, 2025
WJA Announces Board Members, New Chicago Chapter President

The announcements follow a tumultuous start to 2025 for WJA, which saw a wave of resignations following controversial statements about DEI.

Stock image of shipping containers
EditorsApr 15, 2025
Tariffs: What We Know Right Now

Editor-in-Chief Michelle Graff answers questions about how the new taxes levied on countries like India and China will impact the industry.

Botswana Minster of Minerals and Energy Bogolo Joy Kenewendo
EditorsApr 15, 2025
Q&A: Bogolo Joy Kenewendo on Making Deals, Marketing Diamonds

Kenewendo, Botswana’s minster of minerals and energy, discusses closing the deal with De Beers and the work that was missed along the way.

The Golconda Blue
AuctionsApr 15, 2025
23-Carat ‘Golconda Blue’ Heads to Auction

The historic fancy vivid blue diamond set to headline Christie’s Geneva sale next month could sell for up to $50 million.

Bulgari Eden the Garden of Wonders ad
FinancialsApr 15, 2025
LVMH’s Q1 Sales Slip 2 Percent

LVMH CFO Cécile Cabanis also discussed the effects of tariffs so far.

Screenshot from new Jon Hamm series on Apple TV+, Your Friends and Neighbors
CrimeApr 15, 2025
Jon Hamm Plays a Jewel Thief on Apple TV+

The “Mad Men” and “The Morning Show” star steals jewelry, art, and handbags from his wealthy neighbors in “Your Friends & Neighbors.”

Kalpesh Jhaveri
SourcingApr 15, 2025
Diamond Club West Coast Names 2025 Board

The organization has reelected Kalpesh Jhaveri as president.

Two Movado Connect 2.0 watches
FinancialsApr 14, 2025
Movado to Restate Years of Financials Due to ‘Misconduct’ in Dubai

An investigation found that the former managing director of Movado’s Dubai branch overstated and prematurely recorded sales.

Sauer Balance Earrings in Ma Campaign
CollectionsApr 14, 2025
Sauer Embraces Emptiness Through ‘Ma’ Collection

The collection pays tribute to the Japanese philosophy of Ma, studying balance, stillness, and the interplay between presence and absence.

Mari Lous Fine Jewelry
IndependentsApr 14, 2025
Illinois Jeweler Closing After 45 Years

Mari Lou’s Fine Jewelry in Orland Park, a suburb of Chicago, is closing its doors.

GIA logo
GradingApr 14, 2025
GIA Expands Overseas Services as Tariffs Kick In

GIA’s labs in Dubai and Hong Kong are now accepting larger diamonds in light of the “logistical challenges” presented by the new tariffs.

Van Cleef & Arpels Pearl and Diamond Earrings Similar to Princess Grace’s Wedding Earrings
AuctionsApr 11, 2025
Piece of the Week: A Replica of Princess Grace’s Wedding Earrings

These earrings by Van Cleef & Arpels, featuring the same design as a pair worn by Princess Grace, are up for auction at Woolley & Wallis.

My Next Question webinar graphic
Recorded WebinarsApr 11, 2025
Watch: Top Tips for Saving Time With AI

Two experts share how artificial intelligence tools can help retailers run a more efficient business.

×

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