ColumnistsJul 12, 2022
The Smart Lab: 7 Steps for Building a Brand Advocacy ProgramColumnistsJul 27, 2022
How to Plan, Promote and Present a Livestream Selling Event
Duvall O’Steen and Jen Cullen Williams share tips on finetuning your audio, making it fun, and the magic number for pre-event promotion.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
Live social selling merges the livestream feature on platforms like Instagram and Facebook with retail selling so consumers can make purchases as they watch a live event.
Business accounts that have social selling enabled can tag products from their Instagram or Facebook shop as they show them in a livestream, making shopping easy and instantaneous for viewers.
Meta, the parent company of Facebook and Instagram, reports that in a survey, 83 percent of users said Instagram helps them discover new products and services, while 80 percent of Facebook users reported they go to Instagram when deciding whether to purchase something or not.
The ability to sell during live events streamlines the process from discovery to conversion, helping brands achieve more sales on social media. It is clearly an excellent tool for jewelers to consider using.
Similar to broadcast retail (i.e., QVC, HSN, etc.), live selling on social media allows sellers to offer full product explanations, present features and benefits, tell stories about the designer or design inspiration, showcase various ways to style a piece, and more.
Here, we’ve gathered some tips from top live social sellers to help you plan and implement the most effective and successful events for your fine jewelry line.
Planning & Promotion
When planning a livestream event, promotion is critical to success.
Alex Weber, director of online sales at Market Square Jewelers, recommends consistency.
“We started doing live show events at the very beginning of the COVID shutdown in April of 2020 and found so much success and an awesome community in it that we set up a schedule that we’ve been sticking to ever since," Weber said.
“That consistency has helped people who want to know when we will be live. We find our night shows on Monday, Wednesdays, and Fridays starting at 8:30 p.m. (Eastern) are definitely our most popular ones. We also set reminders on Instagram for people, so that they can find our live shows.”
“That consistency has helped people who want to know when we will be live. We find our night shows on Monday, Wednesdays, and Fridays starting at 8:30 p.m. (Eastern) are definitely our most popular ones. We also set reminders on Instagram for people, so that they can find our live shows.”
Weber stresses that attendance is key to success, just like in a live event.
“Promote your shows as much as you can, in any way you can. The more followers you have on a social site like Instagram, the larger the audience that will see your promotions and posts about your shows," Weber advised.
“To build your followers, try connecting with others in your community and use common hashtags to help new people find your page. Even try doing a giveaway if you can swing it to encourage people to follow you. Of course, always providing the best customer service you can goes a long way with your customers, and word-of-mouth is your friend too. Finally, have fun with it—the jewelry community on Instagram is an awesome, supportive one.”
Jansen Tew, CEO of marketing and design agency Denim & Velvet, suggests repetition in marketing and promotion.
“You need to tell your customers about your event a minimum of seven times before they will remember it. We like to post twice on Facebook, Instagram, Pinterest, and send two emails and two texts to our customers so they are getting the message a total of eight times, twice per platform. This way, they are very aware of what we are planning and more likely to attend.”
Picking the perfect timing for your event can also be helpful. The time of day that you are going live will depend on your followers, said Tew.
“If you are selling to stay-at-home parents, then 7 p.m. during bed and bath time would not be beneficial, and maybe something like 11 a.m. during nap time would be better. Use your Instagram Insights to understand who your customer is and when they are the most active on the platform.”
Audio/Visual Tips
According to Tew, the most important things to think about when planning a live social selling event are lighting, audio, assistance/help, and devices.
For lighting, Tew suggests using three ring lights to make sure the space is bright and that the product is clearly visible.
Weber, on the other hand, said they set their jewelry in a medium-sized LED lightbox.
“That seems to work great for us and is an easy one-piece setup! Also, because our live shows are solely on Instagram, we use our phone for all the video and audio as the smartphone fits Instagram best. We all have the newer iPhones, 11+, and it really makes a big difference.”
Regarding audio, Tew suggests limiting background noise and making sure the microphone on the phone or computer you are using to stream is clean and picking up your sound perfectly.
Do a soundcheck as part of the rehearsal process. Also, be sure to silence any other devices in the room, e.g., everyone’s cell phone, laptops/computers, tablets, etc.
“If you are going to play music in the background, make sure that in your caption/description, you make it clear that you do not own the rights to the music,” Tew said. “You don’t want your live stream to be taken down or interrupted for copyright infringement.”
“If your business colors are black and white, you do not need a hot-pink backdrop. It will just confuse your customers.” — Jansen Tew, Denim & Velvet
It is also important to have plenty of help to keep you organized, especially when it comes to the product you have already shown and what is to be shown next.
When setting up and preparing for the event, be sure to have the jewelry lined up in an orderly fashion with displays if necessary. With extra pairs of hands, the host can remain still and on-camera while the helpers take pieces away and/or hand in new pieces.
Be sure that you have multiple devices nearby on which you or a team member can watch the livestream and see what viewers are seeing. Tew said it also keeps the host from having to put their face close to the screen to read viewer comments.
Off-camera assistants in the room can read comments and track the progress of the show, how it looks live, etc.
The “set” can be equally important for a live selling show.
Avoid distracting backgrounds to help keep the focus on the jewelry.
Tew advises keeping the backdrop on brand, as well.
“You need to have a clean, branded and pretty backdrop. If your business colors are black and white, you do not need a hot-pink backdrop. It will just confuse your customers. Having your business name in the background will help your customers recognize you quickly, and then also help new customers know who you are.”
Logistics & Fulfillment
If you do a successful event and have customers wanting to buy your pieces instantly on social media, make sure you have a system in place to track sales and fulfill orders.
Weber, of Market Square Jewelers, advises making sure that you, as the seller, set up parameters for how you want your shows to work and have policies in place for handling the sales and logistics after.
“Decide in advance how long you want to allow people to ‘claim’ something before they pay, if you want to offer layaway for purchases, and what you want to charge for shipping."
They added, “If you offer additional services (like ring sizing), be sure to outline all those points and associated costs on your page. It helps to inform your customers ahead of time and avoid frustration for yourself during or after the event.”
According to Tew, service providers like CommentSold, Bambuser or buywith can be helpful but are not necessary for live jewelry selling.
“It just takes a little more planning and hands-on team members. In the apparel industry, CommentSold is amazing because they typically have 6-12 pieces of any given item. That is a lot of invoices to process quickly for just one item. If you are only going to be showcasing 15-20 total items in your show, then you should be able to gather the information and do the invoicing pretty seamlessly.”
Livestreaming
Once your livestream is up and running, make sure to begin with a short introduction about your business and the products you will be showcasing.
You want the audience, especially potential new customers, to feel welcome.
Stay engaged with the audience and be prepared to answer, as well as ask, questions to get valuable feedback on what they are most interested in seeing or hearing.
Keep your livestreams entertaining and fun. Live sales or promotions tend to create a sense of urgency, making the audience feel that there is only a limited time to buy, especially with one-of-a-kind pieces. This can be helpful but avoid making it feel overly stressful, anxiety-inducing, or too “salesy.”
Once your livestream concludes, continue to promote it. This often leads to residual e-commerce sales on products featured during the live sale.
To learn even more about livestream shopping, watch the recent episode of National Jeweler’s “My Next Question” webinar series featuring Associate Editor Lenore Fedow in conversation with Laryssa Wirstiuk, founder of jewelry-focused digital marketing agency Joy Joya.
In conclusion, consumers prefer to purchase from a person rather than a brand.
Livestream shopping allows customers to connect with a designer or with the people behind a company to get immediate feedback on questions and/or the information they need to make an informed buying decision.
It is a way to introduce your company and products but more importantly, it can be a powerful tool to drive revenue for your company.
More on Columnists
The Latest
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
Weekly QuizSep 10, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
AuctionsSep 10, 2026
Massive Matched Pair of Paraíba Tourmalines Head to Sotheby’sThe “Kat Florence Luminas” will be offered together as one lot and could fetch up to $637,000.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
SourcingSep 10, 2026
AGTA Announces 4 Newly Elected DirectorsFour directors were elected to the AGTA board and will serve three-year terms beginning in February.
AuctionsSep 10, 2026
Former Sotheby’s, Christie’s Exec Appointed CEO of Julien’s Auctions Ken Citron joins the celebrity memorabilia-focused auction house ahead of its first week-long series of events in Abu Dhabi.
FinancialsSep 09, 2026
Signet Jewelers to ‘Double Down’ on Blue Nile Amid Strong SalesThe jewelry retailer said it sees opportunity at higher price points, particularly in natural diamonds for bridal and fashion.
IndependentsSep 09, 2026
Sarah Leonard Fine Jewelers Closes After Nearly 80 YearsThe Los Angeles-based, family-owned jeweler was founded by Lenny and Sunny Friedman in 1946.
SourcingSep 09, 2026
Fura Gems Notes ‘Remarkable’ Interest in Larger Rubies at Latest SaleThe auction, held in Bangkok, was 96 percent sold by lot, with nearly 411,000 carats of Mozambiquan rubies sold.
MajorsSep 09, 2026
Stuller’s Latest Catalog Includes Its New Demi-Fine CollectionFine Jewelry 2027-2028 has more than 900 new styles, including silver, gold-filled, gold-plated sterling silver, and vermeil jewelry.
Policies & IssuesSep 09, 2026
8 Key Changes the FTC Made to the Jewelry Guides: A Refresher Learn more about the new terms for lab-grown diamonds and composite gemstones, and the major changes in store for precious metals jewelry.
IndependentsSep 08, 2026
Ricky Bromberg, Longtime President of Bromberg & Co., Dies at 67 Bromberg is remembered as a Southern gentleman who always wore a suit and tie and treated others with kindness.
TrendsSep 08, 2026
Amanda’s Style File: A Hot Take on September’s Birthstone With high durability and a wide range of colors to choose from, sapphires may be the ultimate birthstone, Gizzi claims.
MajorsSep 08, 2026
Former Tiffany & Co. Exec Joins Exemplar Luxury GroupGretchen Koback Pursel is the new chief people officer at the company formerly known as Saks Global.
IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
EditorsSep 03, 2026
Q&A: Simon G.’s CEO on Why He Won’t Use AI for Jewelry DesignZaven Ghanimian discussed the value of human craftsmanship and where the implementation of artificial intelligence does work.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
