The Smart Lab: 7 Steps for Building a Brand Advocacy Program

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
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 … 

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.

Emmanuel Rahebis the CEO of Smart Age Solutions, a digital ad agency and coveted Premier Google Partner.

The Latest

CollectionsAug 19, 2022
As Its Namesake Sets to Retire, Serena Williams Jewelry Debuts New DTC Website

The company is no longer selling its jewelry at Zales, which first partnered with Williams last August.

CrimeAug 19, 2022
Suspects Use Bear Spray on NY Jewelry Store Employees During Robbery

Ten masked suspects stole $800,000 in merchandise from a jeweler in the Bronx.

WatchesAug 19, 2022
WatchBox Names Jack Forster Global Editorial Director

He was previously editor-in-chief at Hodinkee.

Brought to you by
The American Mined™ Collection: Ethical Sourcing That Matters

Rio Grande provides a pathway to responsibly sourced gemstones.

CollectionsAug 19, 2022
Piece of the Week: Akaila Reid’s ‘Wavy’ Bangle

It’s the hero piece of the emerging designer’s new “Wavy Baby” collection.

Weekly QuizAug 18, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
Supplier BulletinAug 18, 2022
Why Online Auctions Are Ideal For Selling Hard-To-Find Jewelry

Sponsored by HiBid

MajorsAug 18, 2022
Pandora Charms Pet Owners with New Accessories

The jewelry company has also hired a new chief marketing officer.

Brought to you by
Knowledge and Skills for Today’s Hot Topics

From laboratory-grown diamonds to design to country-of-origin, GIA's Alumni Collective™ has a seminar to suite your needs.

CollectionsAug 18, 2022
Hearts On Fire’s Latest Collection Reaches for the Sky

“Aerial” is edgy and glamorous, inspired by nature’s wild forms.

GradingAug 18, 2022
VDB, Lab Grown Source Add 8X to Cut Grade Search Filter

8X is now the top cut grade on both platforms, above Ideal.

CollectionsAug 17, 2022
Playing Doubles: Monica Rich Kosann, Chris Evert Team Up on Tennis Bracelets

It is the first tennis bracelet collab for the legend, whose lost-and-found moment put the term “tennis bracelet” in the jewelry lexicon.

FinancialsAug 17, 2022
Watches of Switzerland’s US Sales Double in Q1

The company posted a strong start to the year but is cautious about the second half.

Events & AwardsAug 17, 2022
6 Things to Know About the Second HardRock Summit

The event will bring gems, minerals, and fossils under one roof from Sept. 8-11 in Denver.

SourcingAug 17, 2022
Diamond Supplier SRK Pledges 750 Solar-Power Rooftops

The charitable mission is in honor of India’s 75 years of independence.

Lab-GrownAug 16, 2022
Pandora’s Lab-Grown Diamond Line Heads to the U.S.

The announcement preceded the Danish company’s release of its second-quarter results.

EditorsAug 16, 2022
Tiffany’s ‘Lock’ Bangle May Be Its Answer to Cartier’s ‘Love’ Bracelet

The unisex style succeeds in several ways while saying a lot about what’s trending in jewelry, writes Senior Editor, Fashion, Ashley Davis.

CrimeAug 16, 2022
3 Packages Containing $6.9M in Fake Watches, Jewelry Seized in Ohio

Customs officers in Cincinnati intercepted the shipments in early August, finding counterfeit Cartier jewels and Rolex watches.

SourcingAug 15, 2022
Q&A: Moyo Gems Celebrates 3 Years and Many Milestones

In honor of the anniversary, Pact’s Mines to Markets Director Cristina Villegas discusses recent expansion and where it goes from here.

Events & AwardsAug 15, 2022
David Webb to Hold an Exhibition of Its Animal Jewelry

“A Walk in the Woods” will open at the brand’s Madison Avenue flagship this fall.

Events & AwardsAug 15, 2022
Plumb Club, JVC to Hold Webinar on Sustainability Marketing

The Jewelers Vigilance Committee’s Sara Yood will give an overview of what the FTC guidelines currently say and what may be changing.

Lab-GrownAug 12, 2022
Report: State Bank of India to Begin Lending to Lab-Grown Producers

The loans will go mostly to the import of machinery rather than working capital, according to a recent article from The Economic Times.

FinancialsAug 12, 2022
Brilliant Earth’s Fine Jewelry a Hit in Q2

The company is also continuing its retail expansion.

AuctionsAug 12, 2022
2 Rolexes Paul Newman Gave to Stuntman Stan Barrett Head to Auction

The sale also will include a third Rolex, with all three watches tied to Barrett’s 1979 attempt to break the world record for land speed.

CollectionsAug 12, 2022
Piece of the Week: İTÄ Jewelry’s ‘Danza’ Ring

It mixes diamond shapes and colors.

Supplier BulletinAug 11, 2022
AGTA GemFair™ Denver – Back and Better Than Before!

Sponsored by AGTA

AuctionsAug 11, 2022
Sotheby’s Is Preparing its First Art Jewelry Auction This Fall

“Art as Jewelry as Art” features works from artists like Salvador Dalí, Alexander Calder, and Max Ernst.

IndependentsAug 11, 2022
Martin Katz Is Moving to a Penthouse

The jeweler is relocating his Beverly Hills store after 20 years and has begun developing a lifestyle brand.


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