Independents

The PR Adviser: How Do I Mark a Major Milestone?

IndependentsJul 23, 2018

The PR Adviser: How Do I Mark a Major Milestone?

A jewelry store or brand celebrating a major anniversary must go beyond crafting banners and throwing a big bash, Lilian Raji writes.

2018_Lilian-Raji.jpg
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle companies sell more products and build loyalty with luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com.

Hello my beloved readers!

The latest question for the PR Adviser is as follows.

Q: The year 2020 marks our 100th year in business. What should we do to celebrate it?

Elisabetta Molina
Garavelli

A: First, my apologies for missing Las Vegas jewelry week. I missed spending time with all of you, but the PR Adviser was needed in Montreal to assist a fabulous Quebecois husband-and-wife jewelry duo in charting a new course for their business.  

In our two intensive days together, I made them laugh, I made them cry, I made them dig deep into their souls to get to the very truth of their business. They emerged battered and bruised, but reborn with a new strategy and a clear direction. I can’t declare victory until our work together takes hold and they’re raking in the dollars. I’m by their side until this happens.

Now to you, Elisabetta, and the many options you have for celebrating this momentous occasion.

I have no doubt your great-grandfather, Mario Garavelli, is looking down with tremendous pride at the work you and your brother have done to take his vision to new heights. While you absolutely must celebrate what your family has accomplished, Garavelli’s story doesn’t belong to you alone. It also belongs to your customers.

Without your customers—both the retailers that enthusiastically stock your collection and the women who proudly adorn themselves in Garavelli—this centenarian anniversary would never have been possible.

You MUST include them in your celebration.  

Yes, have a party and do everything every brand does to celebrate their 100th year. Run ads in magazines, redo your website with anniversary branding and blah, blah, blah, snooze.

When you’ve gotten all of that out of your system, it’s time to truly and personally acknowledge the role of your customers in this achievement.

Between now and eight months before your official anniversary date, I want you to pull out your Rolodex. Yes, the Rolodex! We’re talking 100 years here! We need to build a comprehensive list and I seriously doubt your great-grandfather Mario, grandfather Aldo or father Averne kept their customers’ lists in Outlook.

You’re going to contact every still-living person who has ever added one dollar, one euro or one lira to the Garavelli coffers, Elisabetta, and tell them why they’re an important part of your celebration.  

You’re going to ask them, per favore, to write a statement, send a picture, make a

video—anything they’d like to do—talking about their relationship with Garavelli.  

Ask for confessions on what Garavelli has meant to them. How did they discover the brand? What made them buy the pieces they own? How do those pieces make them feel when they wear them? What do those pieces mean to them? Why have they kept their relationship with Garavelli all these years?

These people shaped Garavelli into the illustrious, international company of today, and they, too, deserve to feel some personal pride in your company’s 100th anniversary celebration.

These confessions, along with whatever photos and videos you’re able to obtain, should then be used to create a tribute website to your customers. We want the Garavelli story told in their words, not your own.

What makes a better impression—me telling you how great I am, or 1,000 people telling you how great I am?

Exactly.

Launch the website three to four months before your official anniversary date and use social media to tease out the confessions showcased on the site.

And before you throw the greatest centenarian anniversary party Valenza has ever seen, take those confessions, along with photographs of your jewelry throughout the years, and create a limited-edition book. This book is your gift to everyone who offered a confession and those who attend the party.

What do you think of “Garavelli Confessions: 100 Years” as a title? Non importa. We can figure that out later.

It’s one thing to simply thank your customers, and quite another to make them an integral part of your celebration.

What makes a better impression? Me thanking you for being a great customer? Or me thanking you for being a great customer while I’m flying you on a private jet to a secluded island where you will be pampered to your heart’s content?

Exactly.

Without 100 years of fabulous customers, Garavelli would not be what it is now.

If you’re going to say grazie, say grazie mille.

This is where I kindly remind you I have a passport, some yet-unstamped pages, and a yearning to continue my tour of Italy. I’ll be mailing you one euro to contribute to the Garavelli coffers so I, too, can receive an invitation!

Addio, mio caro amico, Elisabetta. I’m excited to see what you do.

And to my dearest readers, until next time! Never forget, I’m available to answer your most pressing PR and marketing questions, either here in my column or in person at your office.

Arrivederci!

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle companies sell more products and build loyalty with luxury buyers. Visit LilianRaji.com to learn more. 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.
Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Lewis Heyman
MajorsJul 18, 2025
Lewis Heyman on Sourcing Gemstones, Post-Retirement Plans

He retired last month after 28 years traveling the world to source the very best gemstones for his family’s jewelry business, Oscar Heyman.

CCWW Designs Multiple Shell Charm Necklace
TrendsJul 18, 2025
Piece of the Week: CCWW Designs’ Shell Charm Necklace

The charm necklace features six nautical charms of shells and coral that founder Christina Puchi collected on Florida’s beaches.

The Plumb Club board members
MajorsJul 18, 2025
Plumb Club Elects New Board Members

The organization elected its youngest vice president as it looks to draw in fresh talent.

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.

Jewelry industry veterans Brad Campbell and John Liebler
TechnologyJul 18, 2025
Brad Campbell, John Liebler Join Clientbook’s Executive Team

Campbell joins the company as vice president of business development while Liebler is the new vice president of operations.

Weekly QuizJul 17, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Silver, Gold, and Bronze Medals for Italy Olympic Winter Games
CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes Unity

The medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.

vimeo screenshot.png
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up!

Sponsored by The INSTORE Jewelry Show 2025

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.

Guinness
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGov

Globally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.

Rio Tinto Chief Executive Simon Trott
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at Diavik

Production at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.

Jewelers of America Learning Workship Logo
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This Fall

A new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.

Gold bracelets and bangles
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers List

The middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.

Buccellati Opera high jewelry bracelet
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1

It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.

Rolex Datejust ref. 16233
WatchesJul 16, 2025
The Top-Selling Rolex Models of the Last 15 Years, According to Bob’s Watches

The reseller’s market trends report, based on its sales data, also shows exactly how much Rolex prices have jumped since 2010.

Jean Dinh Van Orgue Ring
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With Exhibition

The auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.

Boucheron Impermanence Boucheron Dragonfly Earrings and Wisteria Hair Piece
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s Impermanence

The “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.

James Avery Cedar Park
MajorsJul 15, 2025
James Avery Expands to 2 More States

The Texas-based jewelry retailer has set up shop in Tennessee and Arizona.

Eric Ford, Couture’s new brand director and former fine jewelry buyer at Neiman Marcus
Events & AwardsJul 15, 2025
Neiman Marcus Vet Joins Couture as Brand Director

Eric Ford will step into the role, bringing with him decades of experience.

Bench jeweler holding a ring and a tool
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic Manufacturing

In addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.

Guzema Celestial Blue
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone Jewelry

The “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.

Nanis Mykonos Store Exterior and Interior
MajorsJul 14, 2025
Nanis Opens First Store

The seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.

Long’s Jewelers Summer of Love promo
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s Jewelers

The New England jeweler is hosting a bridal event for the month of August.

Ethical Gem Fair
SourcingJul 14, 2025
Ethical Gem Fair Heads to Seattle

The trade-only event will host its debut fair in the Emerald City later this month.

The Edge and The Edge Retail Academy Logos
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in September

Its sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.

Miseno Arco Earrings
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ Earrings

For its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.

James Avery Texas charm
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief Efforts

The jewelry company is one of several contributing to relief efforts in the region after the recent floods.

Kelly Osbourne Engagement Ring
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as Honey

Inspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.

×

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