Columnists

Creative Connecting: Why Jewelers Should Try Threads

ColumnistsJul 18, 2023

Creative Connecting: Why Jewelers Should Try Threads

Will Meta’s new app move the needle for fine jewelry? It’s too soon to tell but still worth trying, say Duvall O’Steen and Jen Cullen Williams.

Duvall O’Steen and Jen Cullen Williams
Duvall O’Steen and Jen Cullen Williams are two independent communications strategists and senior consultants for the agency Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com and Jen@JenCullenWilliams.com.
Launched on July 5, Meta’s new app, Threads, is creating monumental buzz.

According to various news reports, there were more than 100 million users on Threads as of July 10, and it continues to grow.

With a feed that looks more like Twitter than Instagram or Facebook (Meta’s other social media platforms), the app is currently more text focused.

Due to its newness, it is serving as a welcome reprieve to users who deplore the negativity on Twitter and/or the overtly promotional aspects of Instagram.

At present, hashtags do not work on the app; however, discoverability is one of the leading benefits of the new platform (more on this later).

Threads’ easy onboarding helps as well, offering a low barrier to entry because much of the process is automated and connected to your existing Instagram and/or Facebook account(s).

The excitement tempted us, so we both signed up for Threads within the first 48 hours of its launch. We also did some research and spoke to some experts about how this new platform might benefit our beloved fine jewelry industry.

Experts Agree That Jewelers Should Join Threads Now
Given the toddler stage of the app’s development, some jewelers are taking a wait-and-see approach until we know more about how users are communicating on Threads. The experts we spoke to, however, agree that now is the time to join.

We recommend setting up your account to preserve your unique handle, much like grabbing ownership of a website URL before someone else does.

According to Bebe Bakhshi, jewelry influencer and founder of Champagne Gem, “Your presence on Threads is better than your absence. This app can evolve quickly, and it’s best to jump on this moving train of random thoughts, serious discussions, and personal moments now rather than later.”

Also, don’t worry about having a strategy at this stage. 

According to social media management platform Later.com, “Downloading the app to discover what’s in store is the first step. At this stage, it’s all about being an early adopter, scrolling, and getting to know the interface … Don’t stress about having an Instagram Threads strategy just yet.”

One of the biggest pluses of the new app is that your followers can easily find you. Even widely followed jewelry influencers like Bakhshi were relieved by this.

“The ability for your followers to easily find you was a key factor for me. I personally struggled when I signed up with Twitter back in 2009 and more recently in 2021 when I joined TikTok. This was a huge bonus for me, and I am sure it can make jewelry brands feel much more confident moving to a different app, and not starting their follower base from scratch.”

Authenticity & Positivity
Another reason Threads is gaining traction is that it is perceived as a less “toxic” environment, at least for now. It is rather refreshing to scroll through and find both humor and thought-provoking questions, as well as a sense of experimentation, on this new virtual playground.

As you get started, keep your interactions positive and most importantly, be authentic as opposed to promotional.

Shea Curry, CEO and founder of social media agency Catch Social, explained the need for authenticity.

“What sets Threads apart from other social media platforms is its emphasis on genuine connection, rather than overtly promoting products or services (at least for now),” Curry said.

“Instead of simply showcasing your ring and pushing its features, Threads encourages real engagement with followers and potential followers in an organic manner. It provides a space for conversations, sharing relatable content, exchanging witty comments, or even posing thought-provoking questions to spark discussions. While you can relate the content to your product or service, it should feel natural and less like a sales pitch.”

Bakhshi agrees, stating, “I think the relaxed vibe on Threads can create a more intimate connection with your followers. You can take them on a personal and raw journey to reconnect them with your brand.

“Start discussions on designs, ask their opinions, or talk about ‘behind-the-scenes’ steps of creating a piece, or highlight your employees, your location and/or your working environment—these are all intriguing ways to find new followers.”

We recommend using images whenever possible, as beautiful images of fine jewelry are always eye-catching. Just avoid promotional language; instead, use the images to entertain or educate.

Keep in mind the desire for positivity. Because Threads is still new and fresh, keep the “happy place” vibe with humor and/or goodwill.

Play nice in the sandbox and keep your content lighthearted whenever possible.

Reaching Gen Z
In the past few years, we have heard many jewelers bemoaning the difficulty of reaching younger consumer segments like Gen Z.

One delightful surprise at this inaugural stage of Threads is that members of Gen Z are proving to be early adopters.

Having a non-toxic, non-promotional, educational Threads account could be a fairly easy and cost-effective way to attract more followers from this demographic.

Fohr, a highly respected influencer marketing agency, reports that even influencers are using the new platform to reach Gen Z. 

“Some creators say compared to Twitter, whose audience is a majority non-Gen Z, Threads is helping them reach the Gen Z audience in a text-forward way … What sets Threads apart is its seamless integration with one’s Instagram profile, which serves as a powerful deterrent against hiding behind a screen and propagating hateful or offensive remarks.”  

 Related stories will be right here … 

For Gen Z, the above focus on authenticity is even more critical. Given their constant access to information at their fingertips, education might be a fun way for jewelers to engage with or find new Gen Z followers.

Curry said, “A jeweler or retailer could engage their customers by asking, ‘Do you know the difference between an emerald and radiant cut? Inquiring minds want to know. And what’s your favorite?’ They could accompany the question with a side-by-side image to initiate a conversation thread.”

“However,” she added,” it’s crucial to spend time commenting and responding to others’ threads instead of just posting and walking away.”

Other text-based ideas include asking questions like, “What is most important when buying a new piece of fine jewelry, the design, price, materials, or creator/designer/brand?”

Jewelers could also engage Threads users about the latest fashion or jewelry trends by asking what their favorite new jewelry trend is, or what jewelry they like to wear with their favorite white tank tops, as white tanks are all over the fashion runways for fall/winter 2023-24.

They also could ask something like, “What do you think about the ‘quiet luxury’ trend—yay or nay?”

Key Takeaways
Here are some final thoughts on joining Threads.  

First, there is no need to hesitate. Join now. Explore and have fun. Be sure to listen before you post too much to see what kind of content your followers are responding to.

Bakhshi said, “I think the main factor, for me, is to start a dialogue where everyone can weigh in and voice their opinion. This is how we shape and connect a community of jewelry enthusiasts, designers, and retailers by sharing ideas.”

And Curry said, “Be authentic without sounding too promotional. Share relatable content, even if it’s unrelated to jewelry. Don’t be afraid to show a sense of humor. Ask questions to stimulate conversations. And most importantly, actively engage with others!”


We recommend keeping it simple. 

On Threads, text length is not as limited (500 characters) as it is on Twitter (280 characters), but the vibe is fairly fast-moving as people scroll quickly to find things they want to engage with. Keep your posts and comments brief and occasionally use images or video just to break up the feed and offer some variety. 

Now is the time to explore and test your audience’s engagement and reactions on the app, though users should keep one thing in mind. 

In the next few months, you may discover this is not the platform where your customers are spending their time, and you may want to stop and deactivate. Just remember that as of right now, in order to remove the Threads app you must delete your Instagram account, per Meta policy. (The same does not seem to apply if you link to Threads via Facebook.)

New trending social media apps don’t always “move the needle” for jewelry businesses, but in this case, we feel it is still worth attempting to sew a stitch with Threads.

Lastly, remember your mom’s advice—you can catch more flies with honey than with vinegar. Be nice and help keep the new environment free of toxicity.

Jen Cullen Williamsis an independent communications strategist and senior consultant for the Luxury Brand Group.
Duvall O'Steenis an independent communications strategist and senior consultant for the Luxury Brand Group.

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