ColumnistsJun 21, 2022
State of the Majors 2022: Reflections on ResilienceColumnistsJun 28, 2022
The PR Adviser: Why Should Someone Buy From You?
If you’re having trouble answering this question, columnist Lilian Raji can help you get a started with a few fill-in-the-blank statements.
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 from the Ritz Carlton Resort in Naples, Florida, where I am currently attending the Glossy Future of Fashion & Luxury conference! I am learning so much here, some of which I’ll be sharing with you as we continue the customer journey.
Right now, though, I want to collectively address the responses I’ve gotten from people who have no clue where to start with last month’s questions.
Since I crossed my heart and pinky swore, I will not be revealing who said what. However, you’re all perfectly welcome to be vain and think this article is about you.
Let’s start with my first question from last month: Why should someone buy from you?
If you were sitting across from me and asked me this, I would begin with my process. And that process begins with you as a company.
You see, before you graced me with your physical presence, I would have scoured the internet for your digital presence. I would arrive to our meeting already knowing why you wanted to meet with me.
By the time our meeting concluded, you’d be convinced you need me by your side. Not because of my vast experience and success with other companies, but because you feel like I get you and understand your company.
You would buy from me because I make you feel special. I make you feel understood. I make you feel heard.
How are you making your customers feel special, understood and heard?
Answering this question well is how you capture the hearts, minds and loyalty of luxury consumers. But this is a broader discussion for a future article.
In this article, I’m trying to trick you.
Related stories will be right here …
Right now, though, I want to collectively address the responses I’ve gotten from people who have no clue where to start with last month’s questions.
Since I crossed my heart and pinky swore, I will not be revealing who said what. However, you’re all perfectly welcome to be vain and think this article is about you.
Let’s start with my first question from last month: Why should someone buy from you?
If you were sitting across from me and asked me this, I would begin with my process. And that process begins with you as a company.
You see, before you graced me with your physical presence, I would have scoured the internet for your digital presence. I would arrive to our meeting already knowing why you wanted to meet with me.
By the time our meeting concluded, you’d be convinced you need me by your side. Not because of my vast experience and success with other companies, but because you feel like I get you and understand your company.
You would buy from me because I make you feel special. I make you feel understood. I make you feel heard.
How are you making your customers feel special, understood and heard?
Answering this question well is how you capture the hearts, minds and loyalty of luxury consumers. But this is a broader discussion for a future article.
In this article, I’m trying to trick you.
Yes, this is a trick question, because I know your mind immediately goes to how you think your customers feel about your brand.
Let me make an utterly shocking revelation—it really isn’t about your customers. It comes back to you.
I personally enjoy helping people; I’ve always been like this.
In college, when students were having problems with a particular department or teacher, they came to me.
I relished in my Marlon Brando/”Godfather” moment as I told them exactly how to fix the problem, while imparting upon them that on a day that may never come, I may call upon them to do a service for me. If I ever did call in that service, it was usually to help someone else.
If I could pay my rent, my Amex bill and fund my biannual international travels with gratitude, I would probably work for free. So, when I meet with you and make you feel special, understood and heard, it’s because nothing brings me more joy than being able to help. It’s why I write this column.
Your customers aren’t connecting with your brand because you have the best customer service, or the highest quality product, or blah, blah, blah, snooze.
When you as a designer sat down to create those drop-dead gorgeous drop earrings, your design inspiration came first and foremost from wanting to create something to make the person who wears them feel exceptional.
This desire, your desire, is what makes a customer buy from you.
So go back to why you started your business. And don’t be lazy and tell me you wanted to help people, that’s my thing. (Actually, my thing is I feel a deep sense of purpose when I help people, and more spectacularly, when I see the results of my work for them.)
Whether you’re a jewelry brand or a jewelry store, something motivated you to start your company. That motivation is what has kept you in business and it’s also what got you your first set of customers.
I find most clients have long buried this motivation under a pile of stuff.
Stuff includes the challenges of building a business, the headaches, the long nights, the P&L statements, balance sheets, and employee manuals, and lions, and tigers and bears, oh my! Stuff blinds us to our original reason, our original motivation, and subsequently makes us forget we were really on to something when we started. If you hadn’t been, you wouldn’t now be here, reading this column.
So, I ask you again: Why should someone buy from you?
To help, let’s do a few fill-in-the-blanks.
I decided to start this company because _______________ .
While there already are so many jewelry designers or stores in existence, I felt they were missing _______________ .
I proved my concept and was able to grow my business to this point because my original vision yielded _______________ within the first year.
Since then, I’ve had to tweak my original vision by _______________ to meet market demands.
When I look back at where I started, what I created, and how customers have responded to my vision, I realize people buy from me because _______________ .
Insert prayer emoji here. As in, I’m praying for you to have screamed “Yahtzee!” after completing that last statement.
If you’re still struggling, alas, I’m here to help! Schedule a completely complimentary call with me and let’s find out one-on-one why customers buy from you.
For the Yahtzee screamers, we’ll pick back up with another confounding question in the next column.
To help, let’s do a few fill-in-the-blanks.
I decided to start this company because _______________ .
While there already are so many jewelry designers or stores in existence, I felt they were missing _______________ .
I proved my concept and was able to grow my business to this point because my original vision yielded _______________ within the first year.
Since then, I’ve had to tweak my original vision by _______________ to meet market demands.
When I look back at where I started, what I created, and how customers have responded to my vision, I realize people buy from me because _______________ .
Insert prayer emoji here. As in, I’m praying for you to have screamed “Yahtzee!” after completing that last statement.
If you’re still struggling, alas, I’m here to help! Schedule a completely complimentary call with me and let’s find out one-on-one why customers buy from you.
For the Yahtzee screamers, we’ll pick back up with another confounding question in the next column.
More on Columnists
The Latest
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers DownsizesRocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.
IndependentsJun 26, 2025
Penny Ruston Dies at 80 The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired JewelsThe “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.
Weekly QuizJun 26, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 EventThe event is set for May 16-19 in Detroit, Michigan.
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight ContinuesThe Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef JewelryAgents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus PerformersThe designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund RecipientsThe trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for EntriesThe organization has also announced this year’s slate of judges.
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local RetailerLori Tucker started at Williams Jewelers when she was 18 years old.
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry CollectionThe “XO Tacori” collection was designed to blend luxury and accessible pricing.
GradingJun 23, 2025
GIA Names New President and CEO Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural DiamondsSignatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry DesignersThe winning designs captured the “Radiance” theme.
Events & AwardsJun 23, 2025
Gem Awards Now Accepting Nominations for 2026Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement RingThe singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ BraceletThe bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.
CrimeJun 18, 2025
7 Men Indicted in $100M Brinks Jewelry HeistThe heist happened in Lebec, California, in 2022 when a Brinks truck was transporting goods from one show in California to another.
AuctionsJun 18, 2025
Historic ‘Marie-Thérèse Pink’ Diamond Fetches $14M at Christie’sThe 10-carat fancy purple-pink diamond with potential links to Marie Antoinette headlined the white-glove jewelry auction this week.
EditorsJun 18, 2025
Q&A: Caryl Capeci Dives Into Cruise Jewelry ShoppingThe Starboard Cruises SVP discusses who is shopping for jewelry on ships, how much they’re spending, and why brands should get on board.
AuctionsJun 18, 2025
16th-Century ‘Gresham Grasshopper’ Ring Sells for $56KThe historic signet ring exceeded its estimate at Noonans Mayfair’s jewelry auction this week.
