ColumnistsJul 05, 2022
Navigating the Headwinds: Is Your Business Ready?ColumnistsJul 12, 2022
The Smart Lab: 7 Steps for Building a Brand Advocacy Program
They include identifying people who genuinely like what you’re selling and creating easy-to-share content, Emmanuel Raheb writes.
Emmanuel Raheb is the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner. Contact him at eraheb@smartagesolutions.com.
To grow your jewelry business, consider utilizing a powerful marketing method not too many jewelry retailers use—brand advocacy.
Similar to word-of-mouth, brand advocacy is a much higher level of promotion.
When you have a brand advocate, you create an evangelist for your jewelry store. They go above and beyond to share their experiences with you and actively tell others. Brand advocates can be your customers, suppliers, and even your own employees.
A simple example of brand advocacy is a jewelry company ready to launch a new summer collection.
They find Instagram influencers who are fashion experts and fit their demographic, establishing a relationship with them and providing free jewelry to style with their wardrobe. The influencer posts about it and now the new collection is in front of 300,000 potential buyers.
Brand advocacy can happen organically when you have an influencer who is already a fan, or it can happen over time through relationship building.
Here are some recent statistics that prove the value of brand advocacy.
• Word-of-mouth marketing drives 20-50 percent of all purchasing decisions, according to McKinsey & Company.
• Nielsen, a consumer tracking agency, stated that 83 percent of consumers completely or somewhat trust the recommendations of family and friends.
• A recent study by Bazaar Voice found that earned media (including press, referrals and word-of-mouth) drove four times the amount of brand lift when compared with paid media.
• Adweek magazine found that 91 percent of millennials would consider buying a product if a friend recommended it.
• Media Venue states that 48 percent of millennials say word-of-mouth marketing is so powerful it influences them more than television.
• According to Forbes, only 16 percent of millennials trust traditional advertising.
The numbers don’t lie; however you measure it, brand advocacy is a powerful way to influence consumers and grow jewelry sales.
Here’s a simple seven-step plan to build your own custom brand advocacy program for your jewelry business.
1. Uncover who your brand advocates are.
Brand advocacy can’t be left to chance. You have to uncover who your brand advocates are. Who’s posting about your jewelry store online? Who’s loyal to the styles you sell? Who engages on your social media posts? These are all clues as to who can become a brand advocate for your jewelry business.
2. Set measurable and attainable goals.
Having a clear and concise goal is key to succeeding with brand advocates. Do you want more likes, comments, or shares on your posts? More website or foot traffic? How will you measure the success of your brand advocates? Decide what’s most important to you.
Related stories will be right here …
Similar to word-of-mouth, brand advocacy is a much higher level of promotion.
When you have a brand advocate, you create an evangelist for your jewelry store. They go above and beyond to share their experiences with you and actively tell others. Brand advocates can be your customers, suppliers, and even your own employees.
A simple example of brand advocacy is a jewelry company ready to launch a new summer collection.
They find Instagram influencers who are fashion experts and fit their demographic, establishing a relationship with them and providing free jewelry to style with their wardrobe. The influencer posts about it and now the new collection is in front of 300,000 potential buyers.
Brand advocacy can happen organically when you have an influencer who is already a fan, or it can happen over time through relationship building.
Here are some recent statistics that prove the value of brand advocacy.
• Word-of-mouth marketing drives 20-50 percent of all purchasing decisions, according to McKinsey & Company.
• Nielsen, a consumer tracking agency, stated that 83 percent of consumers completely or somewhat trust the recommendations of family and friends.
• A recent study by Bazaar Voice found that earned media (including press, referrals and word-of-mouth) drove four times the amount of brand lift when compared with paid media.
• Adweek magazine found that 91 percent of millennials would consider buying a product if a friend recommended it.
• Media Venue states that 48 percent of millennials say word-of-mouth marketing is so powerful it influences them more than television.
• According to Forbes, only 16 percent of millennials trust traditional advertising.
The numbers don’t lie; however you measure it, brand advocacy is a powerful way to influence consumers and grow jewelry sales.
Here’s a simple seven-step plan to build your own custom brand advocacy program for your jewelry business.
1. Uncover who your brand advocates are.
Brand advocacy can’t be left to chance. You have to uncover who your brand advocates are. Who’s posting about your jewelry store online? Who’s loyal to the styles you sell? Who engages on your social media posts? These are all clues as to who can become a brand advocate for your jewelry business.
2. Set measurable and attainable goals.
Having a clear and concise goal is key to succeeding with brand advocates. Do you want more likes, comments, or shares on your posts? More website or foot traffic? How will you measure the success of your brand advocates? Decide what’s most important to you.
3. Make it easy to share your content.
To succeed, you need to make it as simple as possible for brand advocates to share your content. Always include share buttons on your website and place them prominently at the top and bottom of every page. You’ll also want to email content to your best brand advocates so they can easily share it with others.
4. Create sales promotions.
Special offers and discounts should be part of your brand advocacy strategy. You’ll want to include contests, reward points, or a referral program to incentivize brand advocates to support you and tell others. It helps get them excited.
5. Be authentic.
It’s important to always be real and approachable. Jewelry can be an expensive item, so no one wants to buy from someone they can’t trust. By remaining authentic to your true self, your real personality can shine through. Your brand advocates should share your same values.
6. Listen to feedback.
It’s important to listen to everyone you interact with, be it consumers, employees, or even jewelry suppliers. Everyone wants to be heard and know that their opinion matters. The best ideas can come from anywhere and anyone can grow into a brand advocate for your store.
7. Stay the course and be consistent.
When building a brand advocacy program for your jewelry store, it’s important to not give up. This is not something that happens overnight. The more time you invest in building relationships and growing your program, the more success you’ll see. Consistency over the long term will yield better results than a scatter-shot approach.
In summary, brand advocacy is one of the most powerful ways to grow your jewelry business. Word-of-mouth marketing builds your reputation and pays dividends over time.
Remember, the more advocates you have telling others about you, the easier it will be for you to sell your customers. Your best fans can become your greatest marketing asset.
It’s important to listen to everyone you interact with, be it consumers, employees, or even jewelry suppliers. Everyone wants to be heard and know that their opinion matters. The best ideas can come from anywhere and anyone can grow into a brand advocate for your store.
7. Stay the course and be consistent.
When building a brand advocacy program for your jewelry store, it’s important to not give up. This is not something that happens overnight. The more time you invest in building relationships and growing your program, the more success you’ll see. Consistency over the long term will yield better results than a scatter-shot approach.
In summary, brand advocacy is one of the most powerful ways to grow your jewelry business. Word-of-mouth marketing builds your reputation and pays dividends over time.
Remember, the more advocates you have telling others about you, the easier it will be for you to sell your customers. Your best fans can become your greatest marketing asset.
More on Columnists
The Latest
MajorsOct 23, 2026
PGI USA Set to Close at Year’s EndThe closure is part of a global restructuring that also includes PGI winding down its operations in Japan, South Korea, and Hong Kong.
SourcingOct 23, 2026
Rachel Chalchinsky’s ‘Survivor Tribute’ RingThe ring, our Piece of the Week, was designed by eight-year breast cancer survivor Rachel Chalchinsky of Color Source Gems.
TechnologyOct 23, 2026
JA Unveils New Website, LogoThe website offers enhanced member benefit access, industry directories, educational resources, a job board, and access to the MJSA Journal.
Brought to you by
A Diamond Is Forever Launches 2026 Holiday Campaign Championing Natural DiamondsA Diamond Is Forever's holiday campaign reimagines natural diamond icons for a new generation celebrating individuality.
FinancialsOct 23, 2026
Kering’s Jewelry Sales Up Double Digits in Q3Boucheron and Pomellato had a strong third quarter, with Kering looking at jewelry as an increasingly important part of its portfolio.
Weekly QuizOct 22, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 22, 2026
Jeweler Shot and Killed in His Suburban Cincinnati Store Tara Sinchuri was the owner of Everest Jewels in Fairfield, Ohio, and a father of three. He was found dead in his store on Tuesday.
MajorsOct 22, 2026
Neiman Marcus Has Gifts for the Jewelry Lover Who Has EverythingBespoke experiences from Buccellati and Verdura are on the retailer’s 2026 “Fantasy Gifts” list.
Brought to you by
Open an Account, Get $50 Off Your First Order. No Code Needed.Built on Relationships. Refined by Craft.
Events & AwardsOct 22, 2026
JIS Fall 2026 Reports Record-Breaking Attendance The number of participants at the fall show was up 12 percent.
CollectionsOct 22, 2026
Billie Eilish, Finneas Co-Design Collection for John HardyThe Academy and Grammy award-winning siblings have collaborated with John Hardy on a new jewelry line inspired by their personal style.
PodcastsOct 21, 2026
Episode 10: This Episode Is Haunted Diana Singer shared the stories of two “cursed” diamonds on this month’s podcast, which was inexplicably riddled with technical issues.
IndependentsOct 21, 2026
Gardner-Collier Jewelry to Close After 9 Decades in BusinessThe family-owned jeweler has three locations across Missouri and Iowa.
SourcingOct 21, 2026
Venetia Mines Final Carats Ahead of 2-Year ShutdownThe De Beers-owned diamond mine in South Africa is being put on ice as part of a round of previously announced cost-cutting measures.
CollectionsOct 21, 2026
Helzberg, Nordstrom Carrying New Jewelry Collection From Off-WhiteThe collection centers designs with clean geometric lines, chunky sculptural pieces, and recognizable details from the luxury fashion brand.
SourcingOct 21, 2026
Gemfields’ Mixed-Quality Ruby Auction Earns $52MThe miner said it saw particularly strong prices for larger, fine-quality rubies at the sale.
CrimeOct 20, 2026
Security Guard Charged With Murder in Shooting at Texas MallThe guard opened fire on a man who was smashing a jewelry display case at La Gran Plaza in Fort Worth last week, police said.
IndependentsOct 20, 2026
David Gardner’s Jewelers Unveils Newly Expanded, Revamped ShowroomThe Texas jeweler added 2,000 square feet to its reimagined showroom, complete with a new design studio and an event space.
SourcingOct 20, 2026
The $50M Victoria’s Secret ‘Fantasy Bra’ By The NumbersJacob & Co.'s diamond masterpiece is the most expensive Fantasy Bra ever worn on the Victoria’s Secret Fashion Show runway.
CollectionsOct 20, 2026
Mignon Faget’s Collection Chooses Handmade Over AIThe “Atelier” collection was inspired by the tools, rituals, and objects in an artist’s studio as a quiet rebuttal to an automated world.
MajorsOct 19, 2026
The Knot to Acquire Rival Wedding Planning Platform ZolaThe pending acquisition is an “exciting opportunity” for wedding vendors to grow their business, said The Knot Worldwide’s CEO.
SourcingOct 19, 2026
Jewelry Design Competition Show Airs in Thailand"The Secret Gems" features eight Thai jewelry brands paired with a team of young craftspeople who create jewelry together to win challenges.
CollectionsOct 19, 2026
John Hardy Enters the Medallion Chat With Talisman Collection The brand’s “Modern Talisman” capsule collection introduces pendants inspired by the mythology, natural world, and spiritual ethos of Bali.
IndependentsOct 19, 2026
The Stories of 5 Jewelers Celebrating Their Centennials in 2026Independent jewelers from New Mexico to New Jersey answer the question: What has kept your store in business for 100 years?
SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
IndependentsOct 16, 2026
Reeds Jewelers Expands, Relocates FlagshipThe New York-based jeweler is moving its Amherst flagship store to a larger location in nearby Snyder.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
