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.”

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