CollectionsJul 17, 2025
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the Games’ first time being hosted by two cities and the athletes’ journeys.
IndependentsSep 18, 2018
The PR Adviser: Why Aren’t More Retailers Opening My Emails?
National Jeweler’s resident PR Adviser, Lilian Raji, responds to a jewelry designer who is feeling ignored.
Lilian Raji is a strategic marketing and public relations adviser. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com.
Well, hello again readers!
I hope you’ve all been able to keep cool this summer. I’ve spent most of it working with clients in Montreal and have fortunately missed the worst of this steaming weather.
Enjoy the last of the sunshine now, as holiday season is around the corner and a broken air conditioner will be a more welcome problem than UPS’ and FedEx’s eventual holiday delivery delays.
Below, I answer my latest question as National Jeweler’s resident PR Adviser, which comes from a jewelry designer experiencing email marketing frustration.
Dear Lilian,
Q. We’ve been sending emails to our retailers showcasing our press coverage, but only about 25 percent are ever opened, and even fewer are clicked through. What are we doing wrong?
Signed,
Why Am I Being Ignored?
A. First, let me say that 25 percent is by no means a paltry open rate. It is about what marketing emails garner on average, across all industries.
Now, dear readers, please have a seat for this next part of my answer. I’m about to say something shocking and I don’t want you to bump your head should you swoon.
Are you ready?
Dear Ms. Ignored, your retail customers don’t matter.
Wait everyone! Please don’t cancel your National Jeweler subscription! Hear me out.
Who is buying your jewelry?
Don’t tell me the store buyer! Let’s try again!
Who is wearing your jewelry? Who are you thinking about when you design your jewelry?
Let’s name the answer to these questions “Elizabeth Taylor,” with the name of this famous jewelry-loving lady standing in for the end consumer. Because, why not?
You’re making your jewelry for Elizabeth Taylor because she’s the one stockpiling your latest masterpieces. And while you’re doing your best to impress the retail store buyer, the retail store buyer is going gaga for Elizabeth Taylor. All Ms. or Mr. Buyer cares about is what Elizabeth Taylor wants.
It’s good that you want Ms. or Mr. Buyer to see your press coverage, but it makes no difference to her or him. If time is money, how much money is she or he earning by looking at your emails?
Your only value to Ms. or Mr. Buyer is what Elizabeth Taylor wants. As long as she continues wanting your pieces, your relationship with the store continues. If she and her friends, however, stop wanting you, so does Ms. or Mr. Buyer.
When I first started in PR, back when
fax machines were more important than emails, I too thought it was important to show retailers press coverage. I remember dutifully compiling press clips for my jewelry and watch clients and doing monthly mailings to their retailers, thinking they’d get excited about all the press my clients’ products were receiving.
Yeah, no.
They appreciated knowing we were out there creating excitement about their inventory. But unless Elizabeth Taylor barreled into their store, clutching a Vogue magazine page showcasing my clients’ jewelry while throwing her JP Morgan Reserve card at the nearest salesperson, they didn’t give a flying fig.
Ahem.
Don’t stop getting press coverage for your collection. How else is Elizabeth Taylor going to know about your jewelry?
As I continue working with business owners one-on-one, especially business owners whose end customer is not the person the business owner is interacting with directly, it’s clear to me, Ms. Ignored, that you don’t realize who has the most power.
The person taking your jewelry home is the most powerful. This is whom you need to impress.
Absolutely take care of your retailer relationships; make sure Ms. or Mr. Buyer and her or his team burst into song and dance when they hear your name.
But remember: Just as you are beholden to Ms. or Mr. Buyer to order your jewelry, Ms. or Mr. Buyer is beholden to Elizabeth Taylor to purchase it.
My close friend is a senior sales rep for a well-known jewelry company. While everyone reading this understands just how rare it is for Saks to offer anything other than memo for its orders, my friend told me that this particular company’s deals with Saks were mostly cash and very little memo.
Why? Because this well-known company has millions of Elizabeth Taylors, and if Saks wanted to continue swiping those Platinum cards, it needed to play ball.
And, to make sure the jewelry company kept acquiring more Elizabeth Taylors, it would happily treat editors at the major magazines to their very own baubles during the holiday season. And when I say “baubles,” I mean the finest quality VVS diamond-somethings the real Elizabeth Taylor would salivate to possess.
So, to answer your question more directly, what you’re doing wrong, Ms. Ignored, is focusing your energy on Ms. or Mr. Store Buyer instead of the most powerful person in the store—the customer.
Use your press and marketing strategy to acquire more Elizabeth Taylors, then I guarantee you Ms. or Mr. Buyer will program her or his Outlook to emit a special tone exclusively for when your emails come through.
You’re probably now wondering how to acquire more Elizabeth Taylors.
Well, my friend, that’s what I’m here for. Email me your pressing PR and marketing questions to answer in my next column, or better yet, invite me to your office!
Until next time, dear friends, stay cool!
Yeah, no.
They appreciated knowing we were out there creating excitement about their inventory. But unless Elizabeth Taylor barreled into their store, clutching a Vogue magazine page showcasing my clients’ jewelry while throwing her JP Morgan Reserve card at the nearest salesperson, they didn’t give a flying fig.
Ahem.
Don’t stop getting press coverage for your collection. How else is Elizabeth Taylor going to know about your jewelry?
As I continue working with business owners one-on-one, especially business owners whose end customer is not the person the business owner is interacting with directly, it’s clear to me, Ms. Ignored, that you don’t realize who has the most power.
The person taking your jewelry home is the most powerful. This is whom you need to impress.
Absolutely take care of your retailer relationships; make sure Ms. or Mr. Buyer and her or his team burst into song and dance when they hear your name.
But remember: Just as you are beholden to Ms. or Mr. Buyer to order your jewelry, Ms. or Mr. Buyer is beholden to Elizabeth Taylor to purchase it.
My close friend is a senior sales rep for a well-known jewelry company. While everyone reading this understands just how rare it is for Saks to offer anything other than memo for its orders, my friend told me that this particular company’s deals with Saks were mostly cash and very little memo.
Why? Because this well-known company has millions of Elizabeth Taylors, and if Saks wanted to continue swiping those Platinum cards, it needed to play ball.
And, to make sure the jewelry company kept acquiring more Elizabeth Taylors, it would happily treat editors at the major magazines to their very own baubles during the holiday season. And when I say “baubles,” I mean the finest quality VVS diamond-somethings the real Elizabeth Taylor would salivate to possess.
So, to answer your question more directly, what you’re doing wrong, Ms. Ignored, is focusing your energy on Ms. or Mr. Store Buyer instead of the most powerful person in the store—the customer.
Use your press and marketing strategy to acquire more Elizabeth Taylors, then I guarantee you Ms. or Mr. Buyer will program her or his Outlook to emit a special tone exclusively for when your emails come through.
You’re probably now wondering how to acquire more Elizabeth Taylors.
Well, my friend, that’s what I’m here for. Email me your pressing PR and marketing questions to answer in my next column, or better yet, invite me to your office!
Until next time, dear friends, stay cool!
More on Independents
The Latest
Supplier BulletinJul 17, 2025
The INSTORE Jewelry Show 2025: Your Holiday Preparations, All Wrapped Up! Sponsored by The INSTORE Jewelry Show 2025
SurveysJul 17, 2025
The Most Recommended Brands in the World, According to YouGovGlobally, travel and transportation brands reigned, while in the U.S., alcoholic beverage companies and a lingerie brand took the top spots.
Brought to you by
Investing in the Next Generation of Bench JewelersThe Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.
SourcingJul 17, 2025
Rio Tinto Names New CEO, Production Rises at DiavikProduction at the mine in Canada’s Northwest Territories topped 1 million carats in Q2, the third consecutive quarter of growth.
Weekly QuizJul 17, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsJul 17, 2025
JA to Hold Learning Workshops This FallA new slate of Learning Workshops will take place in Oklahoma, Mississippi, and Georgia.
SurveysJul 16, 2025
Signet Jewelers Falls Lower on NRF’s ‘Top 100’ Retailers ListThe middle class is changing its approach to buying jewelry and affordable luxury goods, the NRF said.
Brought to you by
Jewelers of America is Headed to Las Vegas for JCK 2025The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.
FinancialsJul 16, 2025
Richemont’s Jewelry Sales Up 7% in Q1It marks the third consecutive quarter of growth for Cartier, Van Cleef & Arpels, Buccellati, and Vhernier.
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.
AuctionsJul 16, 2025
Christie’s To Honor Dinh Van With ExhibitionThe auction house will be hosting a retrospective paying tribute to jeweler Jean Dinh Van and his company’s 60th anniversary.
CollectionsJul 15, 2025
Boucheron’s New High Jewelry Calls Attention to Nature’s ImpermanenceThe “Impermanence” collection contemplates nature through the Japanese art of Ikebana (flower arranging) and philosophy of wabi-sabi.
MajorsJul 15, 2025
James Avery Expands to 2 More StatesThe Texas-based jewelry retailer has set up shop in Tennessee and Arizona.
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.
MajorsJul 15, 2025
Ben Bridge Jeweler Acquires Olympic ManufacturingIn addition to improved capabilities, the acquisition will allow the jeweler to offer support to other independent jewelers.
CollectionsJul 15, 2025
Guzema Debuts First Colored Gemstone JewelryThe “Celestial Blue” capsule collection campaign features Olympian Kateryna Sadurska.
MajorsJul 14, 2025
Nanis Opens First StoreThe seasonal store, located in Mykonos, Greece, offers exclusive events, personal styling, and curated experiences.
IndependentsJul 14, 2025
It’s the Summer of Love at Long’s JewelersThe New England jeweler is hosting a bridal event for the month of August.
SourcingJul 14, 2025
Ethical Gem Fair Heads to SeattleThe trade-only event will host its debut fair in the Emerald City later this month.
Events & AwardsJul 11, 2025
The Edge’s Annual Conference Returns in SeptemberIts sessions will focus on inventory strategies, staff performance, retention and acquisition, emerging market trends, and more.
CollectionsJul 11, 2025
Piece of the Week: Miseno’s ‘Arco’ EarringsFor its 10th anniversary, Miseno designed the “Arco” earrings based on the Arco Felice, an arch conceptualized in A.D. 95 in Miseno, Italy.
Policies & IssuesJul 11, 2025
James Avery to Donate $1M to Texas Hill Country Relief EffortsThe jewelry company is one of several contributing to relief efforts in the region after the recent floods.
TrendsJul 11, 2025
Kelly Osbourne’s Engagement Ring Is Sweet as HoneyInspired by fiancé Sid Wilson’s nickname for her, the white and yellow diamond ring features a unique honeycomb design.
CollectionsJul 10, 2025
Penny Preville Celebrates 5 Decades of Jewelry DesignThe brand is marking its 50th anniversary with a limited-edition bangle, high jewelry suites, new collections, and more.
IndependentsJul 10, 2025
Steven Goldfarb to Retire, Close Alvin Goldfarb JewelerGoldfarb said changes in the industry, coupled with his age and the updates needed to modernize his business, drove his decision.
MajorsJul 10, 2025
LVMH Names New Chairman, CEO of the AmericasLongtime LVMH executive Michael Burke has stepped into the role.
Events & AwardsJul 10, 2025
IAC Gold and Diamond Conference Returns to NYC Central topics of next week’s event include climate action, labor rights, artisan preservation, and value retention in producing countries.
