Columnists

The PR Adviser: Building Buzz Through Word of Mouth

ColumnistsApr 22, 2025

The PR Adviser: Building Buzz Through Word of Mouth

Lilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.

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.
I must confess this seems like a pattern now, my beloved readers. 

I disappear for a few months, come back, and ask your forgiveness. In full transparency, as you know, I lost my mother in 2023. 

No one prepares you to live in a world without your mother, especially if you’re fortunate to have had an extraordinary mother like mine. One of the many ways she was so extraordinary is that she would have given me a swift kick in the tush, demanded I stop grieving her, and get back to work helping those who need me. 

So here I am, back from yet another reincarnation. Don’t ask what number; I’ve lost count!

What matters most is that I’m returning amidst the turmoil of our current political climate. 

Many of you are stressed over what tariffs and other new policies will do to your business.   

Whichever side of the political spectrum you fall on, we’re all in this together. Our immediate and exclusive powers lie in the choices we make today and today alone.

When the latest breaking news alert hits your phone, email or TV, dear reader, take a deep breath, shut off the announcement source and return to the tasks I’ll be sharing here to strengthen your business. 

The only thing you have control over is creating foundations to secure your position once the smoke clears. Breaking news will continue to break, but your ability to take a deep breath and steer your ship is yours to command.

So now, let’s dive into what you can control. 

I return bearing two gifts, with more coming as we continue our trip along the customer journey. 

The first is my 98-page opus, “The Golden Pillars of Luxury Website Design: A Workbook.” 

If you didn’t get it the first time, here’s your chance now, particularly useful if you suspect your website design is scaring away potential buyers. 

My second gift comes right in time to answer this month’s question.

Dear PR Adviser,

I’ve been reading your column and appreciate the advice you always share. I am building my jewelry business and don’t really have a lot of money to spend on advertising. How can I build word of mouth for my business?

Signed, 
Buzzing on a Budget


So, my brilliant buddy Buzzing, word of mouth is indeed the best way to boost your business when budgets are barren. (Say that out loud three times and fast!) 

Cue our customer journey Superhero, Awareness, whose specialty lies in bragging about your beautiful baubles to bring in those sweet, sweet Benjamins. 

This brings us to my second gift—a blueprint to get journalists bragging about you. 

A few months ago, an organization for independent management consultants asked me to train their members on how to get publicity. 

I’ve since repurposed that training for my YouTube channel, where it awaits you now

It wouldn’t be me, of course, if I didn’t throw in a 142-page supporting workbook for good measure. The training will teach you everything you need to know to start using publicity, that good, old-fashioned word-of-mouth strategy, to stretch your budget.

Today, however, we’re going to discuss that good new-fashioned strategy, content marketing. 

Raise your hand if you thought I was going to say social media!

You’re not entirely wrong; social media plays an important role in content marketing. But it’s not your first step and shouldn’t be your only step if you want to stimulate sales.

Content marketing is part of search engine optimization, or SEO. We’re not going too deeply into the heroes and zeros of SEO, unless, of course, someone emails me nicely with questions.  

This bit of black magic—being intentional with the content on your website—can lure people to your site after the Magic 8 Ball known as Google answers their question, “Who’s the fairest jewelry designer (or jewelry retailer) of them all?”   

“Google loves when you answer questions others are asking.” — Lilian Raji

Here’s your task for whenever a “Breaking News” alert threatens to break your concentration: create a list of brand storytelling questions to answer every week.  

Questions such as the following. 
  • For designers, how did you come up with the name for your recent collection?  
  • For retailers, which collection did you recently add to your inventory and why? 
  • Which celebrity’s outfit really needed one of your pieces, or a piece you carry? Which piece and why?
  • What do you want your customers to feel when they wear your jewelry? Retailers, how do you want your customers to feel when they shop with you? 
  • Was any collection or new inventory inspired by travel? If so, where did you go and what was the inspiration? 
  • What was your first memory of wanting to become a jewelry designer, or wanting to own a retail store? Who or what inspired your journey? 
  • If you could style any historical figure in your jewelry (or jewelry you carry), who would it be and why? Which pieces? 
  • Pick your 3 favorite colors. How do these colors make you feel when you see them? How does this feeling translate into your design process or inventory strategy? 
Here’s an SEO pro-tip. Pop over to Reddit and see what jewelry questions are being asked. Do this in addition to making up your own questions.

Google loves when you answer questions others are asking, but we don’t want your site to become a boring FAQ. The colorful questions I’ve proposed are to help build your brand narrative. 

When answering, think about having a conversation, not simply checking off a box. Let your personality shine through.

Your answers will, first and foremost, go on your website. 

I personally hate the word blog, so I’d find something sexier to call the section where these answers will live. 

Cartier
, for example, uses “Stories” and includes “Cartier Party” and “Stories Encounters” as subsections. 

Ahem. Could I really say I’m back if I didn’t at some point reference Cartier?  

Just to be clear, we’re not creating an FAQ section. We’re developing stories based on your answers.  

 Related stories will be right here … 

Another SEO tip is to update this section weekly to attract Google’s busy crawler bees. Once your website features these stories, you can now turn to social media.  

Since social media is our next stop with our Superhero Awareness on the customer journey, we’re going to take a pause for the cause and pick up next month, because we need an entire column or two to explore social media at length. 

For now, play around with this task, especially whenever “Breaking News” alerts you of things beyond your control.  

Remember, you can only control your decisions and actions. Everything else is in the hands of fate, and faith. 

Until next month! 

The Latest

Stock image of shipping containers
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal

Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.

Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum

“Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.

2025 CASE Award Submission Graphic
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025

The deadline to submit is June 16.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

Lugano Diamonds store in Greenwich, Connecticut
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal Investigation

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Weekly QuizMay 08, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Coeur Percé Scapular Necklace and Love Baby Locket
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s Day

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

Gemfields emeralds
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in Zambia

The miner announced plans to recommence open-pit mining at Kagem.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Stock image of a man’s hands in handcuffs
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss

Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.

2025 Met Gala jewelry
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry Moments

Associate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.

instappraise-1.png
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal Format

Sponsored by Instappraise

Brilliant Earth three stone Sabine diamond engagement ring
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1

CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.

Exterior of Margot McKinney Beverly Hills Location
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New Boutique

The brand’s first independent location outside of Australia has opened in Beverly Hills, California.

Cathy Marsh
IndependentsMay 08, 2025
Verragio Announces New Regional Sales Manager

Cathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.

Pandora gold and silver charm bracelet
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for Tariffs

The company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.

Gemfields rough emeralds
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest Auction

Its commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.

Logo for “In the Loupe,” Punchmark’s podcast
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest

National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.

Harwell Godfrey Met Gala brooch with Mediterranean Blue diamond
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready Brooch

Designer Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”

Jewelers of America 20 Under 40 for 2025
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ List

Expanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.

Sissys Log Cabin Fort Smith Arkansas
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New Store

Located in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.

Gunderson’s Jewelers
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV Series

The episode about the family-owned jeweler will premiere May 17.

Zadok Jewelers Austin store
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in Austin

The Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.

Nancy Astor Cartier turquoise and diamond tiara
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to Auction

The turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.

David DeCook Crater of Diamonds State Park 3.81-carat brown Duke Diamond
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond

“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.

Kraft Mac & Cheese x Ring Concierge Forever Macaroni Necklace
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace

The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.

Angely Martinez emerald Promise ring
CollectionsMay 02, 2025
Piece of the Week: Angely Martinez’s Emerald Promise Ring

Set with May’s birthstone and featuring an earthworm, this ring is a perfect celebration of spring.

Stuller 2025-2026 bridal catalog
MajorsMay 02, 2025
Stuller’s New Bridal Catalog Is Here

“Bridal 2025–2026” includes popular styles and a dedicated section for quick pricing references of lab-grown diamond bridal jewelry.

×

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