Heidi Gardner, an SNL cast member, wore the smoky quartz earrings on the “SNL50: The Anniversary Special” red carpet on Sunday.
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.
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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
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!
The Latest
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The reversal comes less than two months after the Zambian government reinstated the tax in an effort to bring in more money.
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The organization also announced its newly elected officers and directors.
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This year will feature a new MJSA Showcase and partnership with Piazza Italia.
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As anticipated, Anglo took another impairment charge on the diamond miner and marketer, which saw revenue sink 23 percent in 2024.
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Ronald Winston is giving the 2.33-carat “Winston Red” to the Smithsonian, 67 years after his father donated the Hope Diamond.
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Kirit Bhansali, a partner in Smital Gems and chairman of India Jewellery Park, will take on the role of chairman.
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Colored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
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The company has to pay the Justice Department and FinCEN for violating the Bank Secrecy Act, the U.S.’s main anti-money laundering law.
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Petra Diamonds Ltd. CEO Richard Duffy resigned as the diamond miner reported a 30 percent drop in sales to start its fiscal year.
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Pinterest is a potential gold mine for jewelry brands, Emmanuel Raheb writes, provided they follow these five tips.
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The boutique is the French luxury brand’s first airport store on the West Coast.
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The store’s facade now features the iconic swan logo and campaign images of the “Wicked” star.
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Beginning in April, companies importing diamonds into the United States will have to list the country in which the diamonds were mined.
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Around 30 whimsical Fabergé animal carvings will go up for auction at Sotheby’s Geneva in May.
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Assimon will be leaving at the end of February after nearly five years with De Beers.
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Designs from the brand’s “Oera” collection have been reimagined with modern masculinity in mind.
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The wholesale collection features material from the Rock Creek mine in a variety of colors.
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The “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.
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Show some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.
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The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.
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Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.
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AGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.
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More than 400 new pieces are featured in the supplier’s latest catalog.
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This curation celebrates love with heart-shaped jewelry of all shapes and sizes.
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The fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
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From chunky bands to vintage diamond cuts and bezel settings, these are the trends experts are seeing take over the bridal market.