Columnists

The PR Adviser: Don’t Be Afraid to Fly

ColumnistsJan 23, 2024

The PR Adviser: Don’t Be Afraid to Fly

True evolution often involves taking a leap of faith, Lilian Raji writes upon her return after a personally challenging year.

National Jeweler columnist Lilian Raji
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Dear readers, can I first begin by saying how much I’ve missed you?

Last time I disappeared and reappeared, I spoke to you about resurrection, reincarnation, and evolution.

This theme still holds true as I return after what has been the darkest year of my life, one that broke me in ways I didn’t think I could be broken before putting me back together and making me more powerful than I ever imagined.

In January 2023, I was hospitalized during my annual birthday trip, this time to Peru, where I discovered that a genetic condition that had never bothered me my entire life was very much bothered by Peru’s high altitudes.

In Puno, 12,555 feet above sea level, my oxygen levels dropped to 65 percent and my body stopped producing red blood cells. With the intervention of a wonderful Peruvian medical team, I survived after a blood transfusion, multiple medical treatments, and a five-day supervised bedrest. 

Alas, I returned to the United States only to discover my mother, whom I’d been taking care of following her stage 4 cancer diagnosis, had taken a turn for the worse in my absence. 

She passed away on Valentine’s Day. I entered Mount Sinai Hospital four days later for internal bleeding.

Mourning, grief, and disappointing behavior by people from whom I expected more aside, I returned to Mount Sinai in August for two weeks, this time for pneumonia and a pulmonary embolism.

After almost dying twice on the table during two separate procedures to determine why my pneumonia wasn’t responding to antibiotics, I was finally discharged only to have my beloved dog of 14 years die in my arms two days later from kidney failure.

I think I’ve depressed you enough, dear readers, so I will skip over the rest of my 2023 and get to the point—after losing everything most important to me yet surviving it all to still be here to give you PR and marketing guidance, evolution has arrived for me once more.

When my brilliant editor, Michelle Graff, and I conceived The PR Adviser a decade ago, I had a vision of being a “Dear Abby” for the jewelry industry. I wanted to be a catalyst for evolution for companies that found new direction through my advice.

Evolution is a theme glossed over in business because it’s too esoteric a word to consider. But growth cannot happen without change and change sometimes requires uncomfortable events.

There’s an untold backstory of how my placing Claudio Pino’s jewelry into the blockbuster film “The Hunger Games: Catching Fire” almost didn’t happen. 

He hesitated as I pushed him to do something truly uncomfortable, yet he took the leap of faith I requested and discovered he could fly. 

It’s been a decade since “Catching Fire” came out, and Claudio continues to benefit from evolution’s effect. 

Another untold story from the “Hunger Games” era involves a second designer to whom I presented the same opportunity. 

She dismissed my instructions and did what she wanted. In doing so, she ignored the demands of the gatekeeper who ultimately let Claudio in and not her. 

Doing what she wanted to do, ignoring evolution’s discomforting demands, was easier for her than taking a leap of faith. 

 Related stories will be right here … 

Evolution, change, is terrifying. This terror can sometimes keep us from taking actions that would ultimately reveal wings able to fly us to where we want to be.

As I return to you now after clawing my way out of hell, I’ll be advising you to take actions that may not make immediate sense. 

To be fair, since I don’t know each of your challenges personally, some of my advice may not apply to you. But since this is still “Dear Lilian: The PR Adviser,” you’re encouraged to email me questions and I will devote an extra column to answering you in-depth.

So now we turn to another kind of evolutionary journey, that of The Customer Journey.

This journey can find your customers evolving from a state of despair to delight as they receive heartwarming compliments from wearing your gems, especially on days when they really need to hear a kind word.

When we last left off, I introduced you to the Four Superheroes of The Customer Journey.

To refresh your memory, they are as follows:

Awareness, who wants to know, “How does your target customer first find out about you?”

Consideration, who asks, “What are you doing to ensure your target customer buys, whether immediately or in the future?”

Decision, who enquires, “Now that your target customer has admitted to liking you, how are you going to seal the deal, my friend?”

Loyalty, who seductively whispers, “Since your target customer is now your actual customer, what are you doing to keep them coming back?”

We’ll address each superhero individually over the next few columns, but let’s take a peek at awareness and its inquiry, the first way a customer finds out about you.

I still haven’t lost my fondness for Cartier, so we’ll start there.

As a Cartier customer, I first learned about the brand when I worked at Tourneau (now Bucherer) in my 20s.

Retailers are often your customers’ first point of awareness, but since our industry is undergoing its own evolution, it behooves you to facilitate other initiating points.

Online magazines, social media, SEO, advertising, and even product placement as in the case of Claudio Pino—with Stanley Tucci prominently displaying his rings throughout the movie—are all touchpoints you can control.

You can shape the first impression a potential customer has with your brand even when none of your representatives are anywhere in sight.

As we continue, I’ll be teaching you how to do this as well as forge your customer’s journey so they eagerly arrive at the lair of our fourth superhero, loyalty, meaning they are ready to champion your brand with as much enthusiasm as I champion Cartier.

In the meantime, my own evolution after a challenging year (is that an understatement?) has led me to create a new division of my company named—you’ll never guess—The PR Advisor!

Dancing multiple rounds with death as I did last year made me ask myself what legacy I want to leave in the world once my music finally stops.

The PR Advisor is a passion project that allows me to share 20-plus years of wisdom and insight in hopes that promising companies that can’t afford my agency retainer find much-needed guidance through my writing.

And that is why I encourage all of you to send me, at lilian@lmrpr.com, your most pressing PR and marketing questions as it is my sincerest pleasure to point you in the direction of your own evolution. 

See you next month, my friends.

Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

“Storied Diamond Desert Sands of Eternity” engagement ring and wedding band
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Emily P. Wheeler Ombré Collection Campaign
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ Collection

The champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.

MRK x MFA Tsuba Charm Necklace Collection Campaign
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New Charms

Kosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.

ja_fall_2024_by_headshot_stories_6824.jpg
Brought to you by
JA New York Fall Is Right Around the Corner

The upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.

Stock image of a gavel and law books
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s Murder

Carlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.

Weekly QuizOct 02, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Zoë Kravitz Wearing Jessica McCormack Tempest Sapphire Pendant and Tempest Diamond Necklace
CollectionsOct 07, 2025
Jessica McCormack Looks to Sea Spirits for ‘Tempest’ Collection

The brand’s first high jewelry collection, “Tempest” plays with movement while calling to mind the folklore of the sea.

Lightning Ridge Rural Fire Brigade
SourcingOct 07, 2025
Columbia Gem House Announces ‘Opals for Outback Heroes’ Fundraiser

Proceeds from its jewelry raffle will go to a volunteer-run fire and rescue group in the Lightning Ridge area of New South Wales, Australia.

gia-edu main image.png
Brought to you by
A Brilliant Future Is Here

Online education from GIA experts.

Stuller 2025 S.E.R.V.E. Star Awards winners
MajorsOct 07, 2025
Stuller Names Its S.E.R.V.E Stars for 2025

Stuller said the recipients embody the company’s core values, which include community participation and personal and professional growth.

All four models of Citizen’s new Rainell watch
WatchesOct 06, 2025
This Fall, Citizen’s Forecast Calls for Rain

Citizen’s new “Rainell” women’s watch has a raindrop-shaped case and is available with a silver-, gold-, purple-, or green-colored dial.

Mercedes Gleitze Rolex Oyster 1926
AuctionsOct 06, 2025
The ‘Rolex That Made Rolex’ Heads to Auction at Sotheby’s

The “Mercedes Gleitze Rolex Oyster,” named for the British endurance swimmer who made it famous, will go up for sale next month.

Amit Pratihari GIA India
GradingOct 06, 2025
GIA India Names Former De Beers Exec as New Managing Director

Amit Pratihari was previously the managing director of De Beers India and Forevermark India.

DCWC 2025 Board of Directors
SourcingOct 06, 2025
SoCal 24 Karat Club Integrates Into Diamond Club West Coast

Members of the Jewelers 24 Karat Club of Southern California will gain access to expanded services, resources, and connections, DCWC said.

Selena Gomez and Benny Blanco Wedding, Jacob & Co. Watch
TrendsOct 03, 2025
Selena Gomez, Benny Blanco Tie the Knot Wearing Diamonds, White Metals

Gomez’s jewelry included Tiffany & Co. drop-style earrings while Blanco stacked diamonds from Jacob & Co. on his wrist.

HRD Antwerp CEO Paul De Wachter
GradingOct 03, 2025
Grading Lab HRD Antwerp Names New CEO

Diamond industry banking veteran Paul De Wachter will take on the role in January 2026.

Taylor Swift Kallati sapphire ring
TrendsOct 03, 2025
Piece of the Week: Kallati’s Pink Sapphire Ring

Taylor Swift flaunts an Elizabeth Taylor-esque gemstone in promo for her new album, “The Life of a Showgirl.”

Boucheron Quatre Sand Collection
CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed Sand

Its “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.

Stock image of crime scene tape
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab

Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.

Neil Lane and Boucheron bow tie brooch
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art

“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.

Just Jules opal necklace
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful Show

The month’s birthstones, tourmaline and opal, complement the palette of autumn.

Plah Black Swan Earrings
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From Vicenzaoro

Associate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.

People shopping in a mall
SurveysOct 01, 2025
Consumer Confidence Hits 5-Month Low in September

Respondents were concerned about job availability and rising prices.

Gemfields rough emeralds
SourcingOct 01, 2025
Gemfields’ H1 Revenue Falls 47%

Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.

Pandora executives Alexander Lacik and Berta de Pablos-Barbier
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO

Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.

Gavel near stacks of books
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store Scam

Two men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.

Billie Eilish and Finneas O’Connell John Hardy Lovestruck Collection
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John Hardy

The “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.

Spinelli Kilcollin Market Highland Park
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in Dallas

The brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.

×

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