SurveysOct 16, 2026
How Inflation, Gas Prices Will Affect Holiday Sales The NRF is expecting holiday sales to increase this year, but consumers and retailers alike are facing Grinch-like headwinds.
IndependentsNov 13, 2017
The PR Adviser: Are Bloggers Here to Stay?
Yes, says Lilian Raji, though her affirmative answer comes with a few caveats.
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers.
Hello My Readers!
This month’s question comes from the lovely Marina Paes de Barros with Brumani.
Q. What do you think of bloggers? Do you think they’re here to stay, or will they go away?
A. Fair warning: I’m going to be incredibly honest, as I wouldn’t be a good adviser otherwise. Tissues and kisses for anyone’s hurt feelings.
That caveat aside, let me first say there are some very good bloggers out there. They started blogging when I was still struggling with a former assistant’s insistence of texting me after I specifically told her email only. She’s no longer my assistant, but I’ve since embraced texting just as many PR professionals have embraced bloggers.
This column is not about the hard-working bloggers who’ve exchanged blood, sweat and tears for their success.
It’s about the bloggers who email me, declaring their 300,000 Twitter followers entitles them to receive free products. Unfortunately for them, I use a free service called Twitter Audit, which tells me what percentage of those followers are actually real.
So, to the blogger that emailed me demanding free jewelry in exchange for “exposure” to her 260,000 Twitter followers, the reason I didn’t get back to you, after I spent two hours laughing at your audacity, is because 82 percent of your Twitter followers are fake.
And herein lies my problem with most bloggers today.
This new crop of bloggers have disregarded the price of admission paid by reputable bloggers. Rather than blood-sweat-and-tear it to the top, they’ve paid companies to generate fake followers on their social media platforms. They then email PR people with their bulls and hits numbers and demand we give them the world in exchange for promoting our clients to what amounts to thin air!
Time for a story from the PR Adviser archives.
In 2012, I was hired by the makers of Elf on the Shelf to assist with their holiday PR campaign. To those who hate that elf: I’m sorry to have been part of the problem.
A blogger called me at the height of the campaign and spent 30 minutes telling me how her vast network of mommy bloggers would initiate the most incredible endorsement campaign this side of Oprah’s Favorite Things! All I had to do was give her 100 elf kits, at $45 apiece, for free.
I applauded her desire to contribute to the elf’s already immense popularity
but, unfortunately, we’d just delivered the last of our available elves to Anderson Cooper’s now-defunct talk show, “Anderson Live;” I had none left to give. I offered some elf accessories instead as an alternative.
Anyone want to venture a guess at her response? No, no, it was nothing like you’re thinking.
It was far worse.
She spent the next 10 minutes berating me, telling me how ungrateful I was, how her network was so huge that it would help an already-sold-out product sell more. I’d never had a conversation like this before, but I learned that should I ever enter a conversation like this again, I should simply hang up the phone.
Does this illustrate how I feel about bad bloggers?
Now, on to your next question: Are bloggers here to stay?
Well, yes, but it will be impossible for bad bloggers to continue their schadenfreude.
First, because I’m going to teach you how not to fall prey to their nonsense. And second, because the Federal Trade Commission has significantly upped their surveillance of blogger activity.
The FTC is a much longer discussion, so I’ll save that for a future column. Let’s talk now about how to approach blogger requests.
When a blogger contacts you with whatever fantasy they have, use Twitter Audit to audit their Twitter account. If the results yield more than 30 percent fake, pass.
Unfortunately, it’s impossible to have 0 percent fake followers as everyone with a Twitter account eventually gets followed by fake accounts. I have fake followers, even though Twitter has long abandoned updating my account and the number of followers I actually have has not increased since 2014. But that’s another story, and one of the many reasons I dislike Twitter.
If their Twitter audit numbers look good, go next to their YouTube, Facebook and Instagram pages.
You’re looking for engagement. This is the single most important thing that gives a blogger value--not the number of followers they have.
Engagement means people are responding to their posts. Are there conversations being had on their social profiles? If you see an Instagram account with 1.2 million followers, hundreds of likes, but no comments, you’re likely dealing with a faker. Save yourself time and move on.
Which brings us to another point--don’t dismiss the blogger with only 1,000 social media followers, and a 30 percent or less Twitter audit. This is a blogger most likely following the tried-and-true path of her successful predecessors. Check out her engagement levels, see if you like what she has to say and, if you do, find ways to work with her now before she becomes a star. She’ll be less expensive.
We’ve come to another end, my dear readers. Let me know what you think of bloggers. Do you think they’re here to stay? Do you have favorites that should be on everyone’s radar? Comment below!
Until next time, lovelies!
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
Anyone want to venture a guess at her response? No, no, it was nothing like you’re thinking.
It was far worse.
She spent the next 10 minutes berating me, telling me how ungrateful I was, how her network was so huge that it would help an already-sold-out product sell more. I’d never had a conversation like this before, but I learned that should I ever enter a conversation like this again, I should simply hang up the phone.
Does this illustrate how I feel about bad bloggers?
Now, on to your next question: Are bloggers here to stay?
Well, yes, but it will be impossible for bad bloggers to continue their schadenfreude.
First, because I’m going to teach you how not to fall prey to their nonsense. And second, because the Federal Trade Commission has significantly upped their surveillance of blogger activity.
The FTC is a much longer discussion, so I’ll save that for a future column. Let’s talk now about how to approach blogger requests.
When a blogger contacts you with whatever fantasy they have, use Twitter Audit to audit their Twitter account. If the results yield more than 30 percent fake, pass.
Unfortunately, it’s impossible to have 0 percent fake followers as everyone with a Twitter account eventually gets followed by fake accounts. I have fake followers, even though Twitter has long abandoned updating my account and the number of followers I actually have has not increased since 2014. But that’s another story, and one of the many reasons I dislike Twitter.
If their Twitter audit numbers look good, go next to their YouTube, Facebook and Instagram pages.
You’re looking for engagement. This is the single most important thing that gives a blogger value--not the number of followers they have.
Engagement means people are responding to their posts. Are there conversations being had on their social profiles? If you see an Instagram account with 1.2 million followers, hundreds of likes, but no comments, you’re likely dealing with a faker. Save yourself time and move on.
Which brings us to another point--don’t dismiss the blogger with only 1,000 social media followers, and a 30 percent or less Twitter audit. This is a blogger most likely following the tried-and-true path of her successful predecessors. Check out her engagement levels, see if you like what she has to say and, if you do, find ways to work with her now before she becomes a star. She’ll be less expensive.
We’ve come to another end, my dear readers. Let me know what you think of bloggers. Do you think they’re here to stay? Do you have favorites that should be on everyone’s radar? Comment below!
Until next time, lovelies!
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
More on Independents
The Latest
CollectionsOct 16, 2026
Christina Puchi’s Earrings Hold the UniverseOur Piece of the Week gathers the planets, represented by a variety of colored gemstones, in a pair of 14-karat yellow gold earrings.
MajorsOct 16, 2026
Katy Chen Appointed Executive Vice President of Graff USA Chen, who worked at Cartier and Tiffany & Co., will lead retail sales and operations for the luxury jeweler’s 11 U.S. stores.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
ColumnistsOct 15, 2026
Peter Smith: What Is the Culture REP?It’s a term Smith coined and felt compelled to share following a bad experience with an aborted flight and an unfeeling flight attendant.
Weekly QuizOct 15, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
WatchesOct 15, 2026
Stephanie Gottlieb’s New Movado Watches Are Made for Your Wrist StackMovado teamed up with the New York-based fine jewelry designer on a new collection of Movado Museum Velura watches.
SourcingOct 15, 2026
Signet Jewelers, Richemont May Join Bidder for De Beers, Report SaysThe two companies are reportedly in talks to join the Global Diamond Consortium, led by former De Beers CEO Gareth Penny, as per Bloomberg.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
CollectionsOct 15, 2026
Wolf x Marla Aaron's New Jewelry Box Is for Some (Not All) of Your ThingsThe “Some of the Things” box follows the two larger “Everything” box designs with the look and function of antique sewing and toolboxes.
IndependentsOct 14, 2026
Retailer Hall of Fame 2026: Coleman and Mitchell ClarkFourth-generation jewelers Coleman and Mitchell Clark exemplify the best qualities of their predecessors: humility, modesty, and confidence.
SourcingOct 14, 2026
Manuel Marcial de Gomar, ‘The Emerald Whisperer,’ Dies at 90The gem hunter, whose 70-year career was defined by adventure and exploration, is remembered for his steadfast faith and sense of wonder.
FinancialsOct 14, 2026
LVMH’s Jewelry Brands Turn in ‘Very Good’ Performance in Q3 Tiffany & Co. continued its full-scale store renovation project while Bulgari’s high jewelry collection generated “record-breaking revenue.”
Events & AwardsOct 14, 2026
Chicago Responsible Jewelry Conference Releases 2026 ProgramThis year’s sessions feature leading voices from human rights, legal, and conservation organizations.
MajorsOct 13, 2026
David Webb Owner Purchases Lugano JewelryThe high-end jewelry retailer was sold to private investment firm Middle West Partners and a group of longtime clients.
Lab-GrownOct 13, 2026
Stephanie Gottlieb Takes Lab-Grown Diamond Collection WholesaleThe jewelry designer has partnered with Sofer Jewelry to distribute her 85-piece lab-grown diamond collection.
IndependentsOct 13, 2026
Retailer Hall of Fame 2026: Sean DunnDunn, this year’s Single-Store Independent inductee, is passionate about innovation and telling the story of natural diamonds.
AuctionsOct 13, 2026
Christie's Geneva To Auction 'Bulgari Pink' DiamondThe 24-carat fancy intense pink diamond ring could fetch up to $18 million at the November sale.
IndependentsOct 13, 2026
Greenwich St. Jewelers’ New Candle Smells Like HomeThe “Island Jewel” candle honors New York City and Puerto Rico and raises money for the island’s water relief efforts.
TechnologyOct 13, 2026
GemFind Is a New JA Member Benefit Partner The partnership will give JA members access to preferred pricing, exclusive benefits, technology solutions, education, and resources.
SurveysOct 09, 2026
These Will Be the 10 Busiest Days for In-Store Shopping This Holiday SeasonStores should expect to see the most customers on Nov. 27, and Christmas week is expected to be hectic too, as Dec. 25 falls on a Friday.
CollectionsOct 09, 2026
Elisa Solomon Collabs With Serendipity 3 on ‘Frozen Hot Chocolate’ CharmThe charm, our Piece of the Week, features brown diamond frozen hot chocolate topped with white diamond whipped cream and a ruby straw.
AuctionsOct 09, 2026
8-Carat Blue Diamond Goes Unsold at UK Jewelry Auction The top lot of Elmwood’s recent fine jewelry sale in London was a 1.84-carat, D color Tiffany & Co. solitaire diamond ring.
WatchesOct 09, 2026
Movado to Sell Majority Stake in Ebel for $66.5MThe watch company agreed to sell a 95 percent interest to a group comprised of F.P. Journe, Chanel, and Swiss watch exec Pierre Jacques.
Policies & IssuesOct 08, 2026
Third Wave of IEEPA Tariff Refunds Begins This round of tariff refunds is for importers that have sued over IEEPA tariffs in the Court of International Trade and won.
CollectionsOct 08, 2026
Brent Neale’s New Collection Goes ‘Back to Basics’It revisits the brand’s most requested silhouettes, from "Pillow"-set necklaces and bracelets to "Signature"-set rings and earrings.
SourcingOct 08, 2026
Ethical Gem Fair Heads Back to BrooklynThe trade-only event includes buying opportunities as well as educational sessions on artisanal mining, the new Paraíba source, and more.
Events & AwardsOct 08, 2026
Pattons Fine Jewelry Sweeps Local Design ContestAra Chanakian, a jeweler at Pattons, took home top honors in every category at Jewelers of Louisiana’s annual jewelry design competition.
