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.

The Latest

Mark and Candy Udell
Events & AwardsJul 24, 2025
2 Retailers to Receive 2026 Gem Award for Lifetime Achievement

Mark and Candy Udell of London Jewelers will receive the honor at the 24th annual Gem Awards next March.

De Beers marine mining vessel the SS Nujoma
SourcingJul 24, 2025
De Beers Sees Diamond Production Sink 36% in Q2

While struggles continue at the mining and trading end of the pipeline, consumer demand for diamond jewelry is holding steady.

Francesca Villa Fantasia Collection The Crab Pendant, The Mermaid Pendant, Keep Dancing Seahorse Pendant, Keep Dancing Ladybug Pendant, Secret Dreams Pendant, The Puffer Fish Takes Flight Pendant
CollectionsJul 24, 2025
Francesca Villa Adds Dimension to Her Intaglio Characters

The “Fantasia” jewelry collection turns the intaglio animals from her “Close Encounters” collection into 3D characters.

rio-article photo-diamond.jpg
Brought to you by
Taking the Moment Head On: How Rio Grande Champions the Present & Future of Fine Jewelry

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

Breitling’s special Eagles Super Bowl watch on gold bracelet
WatchesJul 24, 2025
Breitling Drops Super Bowl Watch Honoring the Philadelphia Eagles

The special Classic Avi Chronograph 42 with an Eagles-green dial is limited to 59 pieces, a nod to the Super Bowl Philadelphia just won.

Weekly QuizJul 17, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Stock image of crime scene tape
CrimeJul 23, 2025
JSA Warns of Violent String of Smash-and-Grabs in California

JSA has received reports of mobs swarming jewelry stores, driving cars into the storefront or smashing through the windows.

Silvia Furmanovich Kasmir Collection Carnelian Bracelet and Sketch
CollectionsJul 23, 2025
Silvia Furmanovich’s ‘Kashmir’ Collection Is a Tribute to Northern India

The “Kashmir” collection features centuries-old craft techniques made in collaboration with the region’s master papier-mâché artisans.

an instructor and a student in a bench jewelry classroom
Brought to you by
Investing in the Next Generation of Bench Jewelers

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Bench jeweler holding a bracelet and a tool
IndependentsJul 23, 2025
Montreal’s Ecksand Eyes Move to SoHo

Creative Director Erica Bianchini shared why the jeweler is looking to expand into the U.S. and how it’s putting Canadian craftsmanship on the map.

LAFD Fire Station 44 and Fire Station 16
IndependentsJul 23, 2025
IJO Raises Nearly $37K for LA Fire Relief

Two Los Angeles Fire Department stations plan to use the donations to upgrade their equipment and tools.

A Vanitas by Hannah Martin and Guy Berryman Sothebys
CollectionsJul 22, 2025
Jewelry With a Rock ‘n’ Roll Aesthetic Heads to Sotheby’s London

Next week, the auction house will kick off a selling exhibition of jewelry by British artist Hannah Martin and Coldplay’s Guy Berryman.

Cover of the book “Flawless: Inside the Largest Diamond Heist in History”
SourcingJul 22, 2025
Antwerp Diamond Heist Documentary Coming to Netflix

“Stolen: Heist of the Century” is based on “Flawless,” the book about the middle-of-the-night theft, and will debut on Netflix in August.

NY Now
Events & AwardsJul 22, 2025
NY Now’s Summer Market Returns in August

The wholesale trade show’s Luxury Lifestyle section will showcase established and emerging jewelry designers.

Jeweler setting a diamond into a ring
MajorsJul 21, 2025
Rio Grande Expands Personalization Offerings

As demand for custom jewelry grows, the company is expanding its services to support retailers.

National Associate of Jewelry Appraisers Logo
Events & AwardsJul 21, 2025
NAJA’s 2025 ‘Ace It’ Conference To Go Virtual

The mid-year conference for jewelry and watch appraisers is slated for Aug. 9 to 10 on Zoom.

Jacquie Aiche graduated turquoise beaded necklace
TrendsJul 21, 2025
Amanda’s Style File: Graduated With Honors

Graduated stones make for elevated tennis-style pieces and dramatic statement necklaces.

24th Gem Awards Show Logo
Events & AwardsJul 21, 2025
Gem Awards Now Accepting Nominations for 2026

Nominations in the categories of Jewelry Design, Media Excellence, and Retail Innovation will be accepted through July 30.

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

Gina Ferranti
IndependentsJul 17, 2025
Gina Ferranti of GiGi Ferranti Jewelry Dies at 59

The Brooklyn-based jewelry designer is remembered as a true artist and a rare talent.

Rio Tinto Chief Executive Simon Trott
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at Diavik

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

Jewelers of America Learning Workship Logo
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This Fall

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

×

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