Columnists

The PR Adviser: Leveraging Those Early Victories

ColumnistsFeb 27, 2024

The PR Adviser: Leveraging Those Early Victories

Lilian Raji offers advice to a “small brand with big dreams” that is unsure of what its next step should be.

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.
You’re in for a two-for-one bonus this month, dear readers!

Since my return, The PR Adviser has been bombarded with emails that simply can’t wait.

I’ve learned for every one person with a question, there are three dozen others afraid to raise their hands! Bravo to the bold individuals who emailed me; I’m sure there are legions who stand with you.

We’ll return to our “Superheroes of the Customer Journey” series once I get these questions sorted.

Now to my inbox!

Q. I am a small brand with big dreams but sometimes figuring out where to start is hard. I was blessed to have been selected for the NDC x Lorraine Schwartz Emerging Designers Diamond Initiative in the infancy of my brand. It was an amazing way to start and I garnered a lot of great responses early on.

But as the program continued and I needed to leave the nest, I find myself struggling with what to do next. How can I pick up momentum? How can I find more customers and fans to make it worthwhile and exciting for retailers to carry the brand?

How impactful is placement on a brand’s direct-to-consumer sales? What is the best way to leverage PR successes when they do happen?

Signed,
Dreaming But Not Living the Dream

A. Dear Dreamer,

You remind me of a Montreal jewelry designer for whom I once did consulting work. Well, not exactly; you’re humbler than she was.

The legendary Jean-Paul Gaultier had requested her jewelry for his Paris Fashion Week show.

With this request inflating her head to the size of the Goodyear Blimp, she dismissed my warning that the opportunity wouldn’t turn out how she hoped without proper strategic planning. She believed Jean-Paul had anointed her the Chosen One and everyone else would simply fall in line.

Of course, no one cared about her jewelry against the backdrop of Gaultier’s genius. She never figured out how to leverage the opportunity. All she has now to show for it are bragging rights.

I don’t believe landlords accept rent payments in bragging rights, no?

I don’t want this fate for you, or for other designers who receive such great honors.

So, first things first—whom did you meet in the initiative? Have you reconnected with them?

I once advised twin sisters launching a jewelry collection. I sent them to a Bloomingdale’s open call to help secure their first order.

Following my instructions, they dazzled the Bloomingdale’s buyer, who gave the sisters her card and told them to call her for a formal meeting.

“Fabulous!” I gushed, back when we were still calling everything fabulous. “When is the meeting?”

The fifth of Never at not-gonna-happen o’clock. They’d lost the woman’s business card and couldn’t recall her name.

If I were to psychoanalyze their behavior, as I far too frequently serve as an adviser and a therapist, I’d say these sisters self-sabotaged.  

They didn’t believe they could truly achieve success, so when opportunity came knocking, they treated it like a Jehovah’s Witness, and hid until it finally went away. 

I know this isn’t what you expected, dearest Dreamer, but I must start here. 

I’ve seen many emerging designers sabotage themselves by ignoring opportunities because it was too painfully disguised as risk—the risk of having to discover whether you really have what it takes to achieve your dreams. 

So, my love, we’re going to start with you listing everyone you met through the program. Everyone.  

Contact them all, and as you’ve so eloquently told me, tell them you need guidance on what to do next. 

Be humble. And persistent.  

Whatever promise is made to you, hold that person to it. Even if you think they may be full of it, gently but tenaciously follow up anyway until the promise is kept. 

I habitually offer to help people when they need something easily within my power to grant. 

When I was younger, I would make myself crazy following up with the person so I could do them a favor. I don’t do that anymore. If you need my help, I will help you. But you must send me an email reminding me of what I promised. 

Would you be surprised how rarely I get an email? The few that follow through, however, always find themselves rewarded with my favor. 

Never assume when someone tells you to follow up, they’re just blowing you off. Some are, but only gentle, persistent contact can determine this. Others may just be testing you to see if you’re worth their time. 

 Related stories will be right here … 

I’m often asked how, as a Black woman, I’ve climbed so high to command my fees. I simply answered the door every time opportunity knocked and didn’t assume it might be an illusion.

I have a vision of who I want to be in this world and don’t allow anything or anyone to stop me. Any obstacle put in my way is just a problem to be solved. And as clients can attest, I’m the quintessential problem solver.

Have I been disappointed? Absolutely. I could fill four football fields with my disappointments and two Olympic-sized swimming pools with the resulting tears I shed.

But I continued opening the door to every knock, entering every room to which the door led, and, corridor by corridor, found my way to where I am now. 

That is what I invite you to do, Dreamer, my darling!

While I know you want to leverage the PR coup of landing on Lorraine Schwartz’s radar, that time has come and gone.

But you know what hasn’t? The people you met through the program! They were part of the program for a reason, dearest Dreamer, and it’s the “who you know” that’s going to take you to the where you want to go!

Use those relationships to create a new opportunity for yourself, and then we can talk about a PR campaign for you as a rising star on the heels of the Emerging Designers Diamond Initiative.

Picture it, shimmering in lights boldly like a brilliant-cut diamond, “After captivating the VIP of the Lorraine Schwartz Emerging Designers Diamond Initiative, the talented Dreamer has now launched a new collaboration that proves why she was selected for the initiative in the first place!”

Use your initiative contacts! People will help you if you ask nicely. Don’t be afraid to ask, and keep asking.

In my next column, a designer needs help navigating those insidious time-wasting tire kickers. Tune in as I share my Tourneau-honed skills for closing a sale. 

Your questions, my answers. Email me, friends!

The Latest

Gemist
TechnologyJun 27, 2025
Gemist Raises $6M in Funding to Scale Jewelry Tech Platform

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Jeff Preolo, David Stout, Levi Higgs, David Benavides
IndependentsJun 27, 2025
David Webb Announces New Hires, Promotions

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

Blake Graham and Jessica Kohoutek
Events & AwardsJun 27, 2025
AGS, GIA Announce Beatrice Shipley Scholarship Winner

AGS also named the recipient of its “Women in Leadership” scholarship.

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.

Buddha Mama Monstera Ring
CollectionsJun 27, 2025
Piece of the Week: Buddha Mama’s ‘Monstera’ Wrap Ring

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Weekly QuizJun 26, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Cashier handing Rocksbox bag to customer
MajorsJun 26, 2025
Why Rocksbox Is Opening Stores As Signet Jewelers Downsizes

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

Penny Ruston
IndependentsJun 26, 2025
Penny Ruston Dies at 80

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

Jewelers of America logo with meetup, State of the Majors, giveaway and massages
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Stock image of woman shopping
SurveysJun 26, 2025
After Recovering in May, Consumer Confidence Dips in June

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.

Sorellina Playlist: Electric Dreams Campaign
CollectionsJun 26, 2025
Jam Out With Sorellina’s Jimi Hendrix-Inspired Jewels

The “Playlist: Electric Dreams” collection brings lyrics from the musician’s song, “Little Wing,” to life through fine jewelry.

The Jewelry Symposium event
Events & AwardsJun 26, 2025
The Jewelry Symposium Is Looking for Speakers for 2026 Event

The event is set for May 16-19 in Detroit, Michigan.

Exterior of Marissa Collections’ new store in Nantucket, Massachusetts
IndependentsJun 25, 2025
Marissa Collections Opens in Nantucket as Legal Fight Continues

The Vault’s Katherine Jetter is accusing the retailer of using info she shared for a potential partnership to move into Nantucket.

Counterfeit Cartier “Juste Un Clou” bracelet
CrimeJun 25, 2025
Customs Nabs Another Big Shipment of Fake Cartier, Van Cleef Jewelry

Agents seized 2,193 pieces, a mix of counterfeit Cartier “Love” and “Juste Un Clou” bracelets, and Van Cleef & Arpels’ “Alhambra” design.

Karine Choudhrie Big Splash Circus Starfish and Lantern Fish
CollectionsJun 25, 2025
Splash into Karina Choudhrie’s Collection of Underwater Circus Performers

The designer brought her children’s book, “The Big Splash Circus,” to life through a collection of playful fine jewelry characters.

Jewelers of America
Events & AwardsJun 25, 2025
JA Announces Impact Initiative Fund Recipients

The trade association has chosen the recipients of the funding initiative it formed to foster the growth and sustainability of the industry.

John Dyer Montana Sun Sapphire
SourcingJun 25, 2025
2025 AGTA Spectrum Awards Open for Entries

The organization has also announced this year’s slate of judges.

Khepri Jewels Luna collection fancy color fringe multi-shape drop diamond earrings
EditorsJun 24, 2025
The Best New Jewelry from Couture 2025, Part 2

Associate Editor Natalie Francisco shares 20 additional pieces that stood out to her at the Couture show.

Lori Tucker
IndependentsJun 24, 2025
Colorado Bench Jeweler Celebrates 50 Years With Local Retailer

Lori Tucker started at Williams Jewelers when she was 18 years old.

“Marvel | Citizen Zenshin” watch for the new The Fantastic Four movie
WatchesJun 24, 2025
Citizen’s New ‘Fantastic Four’ Watch Is Literally Super

The “Marvel | Citizen Zenshin” watch is crafted in Super Titanium and has subtle nods to all four “Fantastic Four” superheroes on the dial.

XO Tacori diamond ring
MajorsJun 24, 2025
Tacori, QVC to Launch Exclusive Lab-Grown Diamond Jewelry Collection

The “XO Tacori” collection was designed to blend luxury and accessible pricing.

Pritesh Patel
GradingJun 23, 2025
GIA Names New President and CEO

Pritesh Patel, the lab’s chief operating officer, will take over as president and CEO of GIA.

Graphic for Las Vegas recap episode of “My Next Question”
Recorded WebinarsJun 23, 2025
Watch: Top Trends at Couture, JCK Las Vegas 2025

National Jeweler and Jewelers of America discuss the standout jewelry trends and biggest news to emerge from the shows this year.

Luanda Accord
SourcingJun 23, 2025
Diamond Producers, Organizations to Kick in Money to Promote Natural Diamonds

Signatories to the “Luanda Accord” committed to allocating 1 percent of annual diamond revenue to the Natural Diamond Council.

Penny Preville, Maggie Hess, Stella Song, and Benjamin King
Events & AwardsJun 23, 2025
Jose Hess Design Awards Celebrate 6 Jewelry Designers

The winning designs captured the “Radiance” theme.

24th Gem Awards Show Logo
Events & AwardsJun 23, 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.

Single Stone Bryn Ring and Grace Lee Marquise Demi Demi Ring
TrendsJun 20, 2025
Dua Lipa Stays On-Trend With Chunky Engagement Ring

The singer’s ring ticks off many bridal trends, with a thick band, half-bezel setting, and solitaire diamond.

Yvonne Léon Python Gold Bracelet
TrendsJun 20, 2025
Piece of the Week: Yvonne Léon’s ‘Python Gold’ Bracelet

The bracelet references vintage high jewelry and snake symbolism as a playful piece where a python’s head becomes a working belt buckle.

×

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