Columnists

Creative Connecting: AI Tools and Tips for Social Media

ColumnistsMar 26, 2024

Creative Connecting: AI Tools and Tips for Social Media

Jen Cullen Williams and Duvall O’Steen explore how jewelers can save time and money by using AI to analyze engagement and create content.

National Jeweler columnists Duvall O’Steen and Jen Cullen Williams
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.
With all the buzz about artificial intelligence (AI) lately, the Creative Connecting team has gotten curious about how jewelers specifically can best utilize AI tools and how they can incorporate AI into their social media and email marketing campaigns.

We talked to the experts and discovered some fun AI tools and tips for jewelers, many of which can save both time and money.

Laryssa Wirstiuk, founder of the jewelry digital marketing agency and the podcast Joy Joya, encourages all of her jewelry clients to begin exploring AI.

“AI technology is evolving rapidly, so it’s important to at least be paying attention to what’s out there, even if you haven’t yet fully embraced it in your business. You don’t want to get left behind and suddenly realize that you could have been taking advantage of some amazing tools all along.”

AI for Market Research
One huge benefit of AI is its access to broad sources of data, making it ideal for market research.

Many jewelers cannot afford the costly fees associated with traditional market research, opting instead for trial-and-error marketing strategies.

AI offers particularly strong tools for market research, giving you and your marketing team real-time data that can help you strategize more effectively.

Dewey Taylor, creative director at Loudr-A Bottom Line Agency (formerly Bottom Line Marketing), recommends a variety of AI tools to his jewelry clients, each of which can enhance your social media presence and make it a more effective marketing tool for your business.

He recommends both sentiment analysis and customer insight tools.

“Sentiment analysis tools like Brandwatch will monitor your audience reactions, gauge the sentiment for your brand, and adjust marketing messaging accordingly to enhance your jewelry brand’s public perception,” Taylor said.

“Similarly, AI analytics tools such as Sprout Social or Socialbakers (Emplifi) will analyze customer behavior, preferences, and engagement patterns on your social media platforms to help you tailor jewelry marketing campaigns more effectively.”

For example, if particular types of posts perform better for your brand, e.g., Instagram Reels vs. image carousels or interactive question/dialogue-oriented posts vs. educational content, such AI tools will track that for you so that you can better plan future content.

If certain types of questions or comments appear regularly in your engagement, AI tools can also note that, giving you specific advice related to what your customers want you to feature, more or less.

For example, if price requests are the most common comment, your team can consider the policy for sharing more price information in future posts.   

Taylor also suggests using AI trend analysis on Pinterest and predictive analytics on Instagram.

“Jewelers can also use AI tools like Tailwind to analyze user behavior, identify trending jewelry styles, and generate data-driven insights that will inform future content creation and marketing strategies on the Pinterest platform,” he said. 

“Similarly, you can leverage AI predictive analytics to forecast jewelry trends, analyze audience engagement metrics, and optimize content strategies for increased visibility and performance on Instagram.”

Using AI tools to predict what jewelry styles Pinterest users will be searching obviously can help you post more of that type of jewelry to gain more attention, interest, and ultimately sales.

On Instagram, the entire jewelry industry struggles with the always changing algorithm. AI predictive analytics tools can take some of the mystery out of Instagram marketing.

AI for Social Media Content Creation
One of the biggest benefits of AI for jewelers lies in its ability to help create beautiful content for social media platforms without expensive budget line items for things like photo shoots, video crews, and professional model usage fees.

Esther Ligthart,  jewelry blogger, consultant, and the journalist behind Bizzita.com, said she uses AI regularly to help create content for her own social media platforms. 

“AI is now a feature in both Canva and Grammarly. I use ChatGPT with the Canva app to create content in bulk (only available in the premium version of Canva). In 10 minutes, I can create 50 or more posts for my social media. I also use AI for accuracy and efficiency because I write in different languages.”

As another example, Wirstiuk recommends using AI to insert photos of your jewelry on interesting backgrounds. 

AI video tools can also turn static jewelry images into engaging short videos or Reels. Instagram has automated tools that can turn your story highlights into a reel, for example. 

With proper prompts, AI can also transform your jewelry catalog images into fun or trending memes. 

For example, with the recent “Mob Wife” jewelry trend, AI might take a chunky gold chain photo and add text such as, “Mob Wife must-have” or “You talkin’ to me?? #mobwife.”

“While [AI chatbots] will never replace the ingenuity of humans, they are great for ideas and inspiration and helping the marketing team think outside the box.”— Dewey Taylor, Loudr 

Ligthart also recommends using AI to create social media advertising campaigns. 

“AI creative image generator tools such as Midjourney or the simpler Dall-E help creative artists to create imaginary worlds, scenarios, and, sometimes, mind-blowing art forms. Jewelry designers, brand developers, and jewelry marketing executives might work with AI artists to create unique campaigns for their brand.”

Such campaign creation can save money and time and allow your team to be adaptable to market dynamics. It can also help you stand out in the marketplace, as your ad is likely to be more original and unique than traditional jewelry advertising.

Taylor, of Loudr, recommends using AI for Instagram Stories.

“Jewelers can utilize AI-powered tools like Adobe Sensei or Canva to generate engaging visuals, suggest design elements, and automate the creation of captivating 24-hour stories.”

In addition, Taylor highly recommends using AI content calendars for platforms like LinkedIn or Instagram.

“AI chatbots can help you create content grids with ideas for calendars through advanced prompting,” he said. “While this will never replace the ingenuity of humans, it’s great for ideas and inspiration and helping the marketing team think outside the box.”

AI can also suggest captions for your social media posts.

Cloud Campaign’s Caption AI tool and Grammarly’s writing assistant can help generate better captions for social media. 

If, for example, your buying team has selected eight to 10 specific products to promote in advance of Mother’s Day, AI tools can generate captions with various on-trend mom messaging, as well as the product details about the specific items.

 Related stories will be right here … 

AI for Automated Interactions, Email Marketing, and Social Selling
Another daunting task for many jewelers on social media is keeping up with the comments, questions, and direct messages.

Taylor recommends his clients use chatbots on Facebook and Instagram.

“Integrate AI chatbots such as ManyChat or MobileMonkey (now Customers.Ai) to automate customer interactions, provide instant responses, and offer personalized product recommendations for jewelry inquiries,” he said.

With careful oversight, such tools can be huge time savers and can offer real-time responses to your clients even when the store or office is closed.

Ligthart uses AI in Google to help her be more efficient with email replies as well.

“In Gmail, you’ll find AI responses that could help you get through a pile of emails faster,” she said. 

Many jewelers also regularly use email and SMS marketing to keep in touch with their customers.

According to Wirstiuk, “Email marketing platforms now have AI tools to help you create an email from scratch, including the design and copy.”

This could potentially save both time and money; just make sure to keep your branding consistent with each email blast design.

According to Taylor, AI also can enhance your social selling.

“We recommend our clients implement AI-driven recommendation engines like Barilliance or Nosto to personalize product suggestions, enhance the shopping experience, and boost conversions for jewelry products on social media-linked e-commerce platforms,” he said. 

For example, when a customer sends a DM inquiring about a choker-length pearl necklace, the AI software can offer suggestions from your e-commerce platform.

“It is wise to think of AI like a new employee—it needs training, guidance, and support.”— Jen Cullen Williams & Duvall O’Steen

Importance of Oversight for AI
The use of any AI tools will require careful oversight and training. 

While they do efficiently reduce human labor, these tools do not, and should not, replace human ingenuity. 

It is wise to think of AI like a new employee—it needs training, guidance, and support. 

Using AI chatbots does not mean you never have to visit your DM inbox on Instagram again. Your designated team member should regularly check the conversations, during normal business hours, to gauge the tone, efficacy, and results. Always be ready to step in with human responses when needed.

Wirstiuk warns that you must know your brand identity inside and out and be consistent with it as you draft prompts for ChatGPT and other AI tools. 

“Definitely don’t assume that AI knows best,” she said. “Always review AI output to ensure that it aligns with your brand identity/voice, your audience’s needs, and your goals. AI is an amazing tool, but it’s far from perfect!”

Ligthart offers a similar warning, saying, “Be careful, though. Once you use, for example, ChatGPT, you easily recognize others who have used it and notice that a text might come across as less credible and authentic. 

“The way to go is to give the right prompt and adapt that prompt again and again until you have the best version. I would say that AI has improved my work, but it’s only a tool. It doesn’t take away your own input, knowledge, or authenticity if you use it right.” 

There are many fun new ways to explore AI and let it do some of the heavy lifting for your social media marketing teams. 

Whichever tool you use, keep the above tips in mind and have fun with it, all while staying true to your brand aesthetic. 

Wirstiuk said it best, “No matter what your social media marketing strategy, there’s definitely some kind of AI tool you could be using to enhance your efforts.”

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.

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