The PR Adviser: Saying Good Riddance to 2019

ColumnistsDec 17, 2019

The PR Adviser: Saying Good Riddance to 2019

Had a bad year? You’re not alone, writes our resident PR adviser, Lilian Raji, in her latest column.

Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Happy holidays, dear readers!

We’re breaking from our usual Q&A format to dedicate 2019’s final column to those who’ve shared with me their business-crippling challenges of this year.

Those that know me well know I’m a 20-plus year student of astrology and will happily interpret your personal astrology chart, if you ask me nicely. 

No, I’m not talking about those silly horoscopes that give astrology a bad name. I mean a real, mathematics-driven chart, composed of numbers, formulas and calculations. 

While I don’t believe we’re governed by the stars, I do believe the stars can decipher the energy and environment around us. 

For instance, those born in the ‘70s and early ‘80s have been riddled with obstacles for the past two years because the astrological numerical values of that era conflict with the values of this era. (This also applies to some born outside these years based on the mathematics of their personal chart, but that’s a different discussion.) 

Anyway, the two astronomical figures representing the energies of chaos and discipline have been warring with each other, leaving us 1970s babies (with our conflicting numerical charts) to endure one disappointment after another. 

A battle between chaos and discipline only ends one of two ways: either by complete destruction, never to rise again, or by total transformation, bursting through ash and rubble like a phoenix. 

Me personally? I prefer the latter. 

This month’s column is for those who’d like to join me in rising from the ashes of the shellshock that was 2019 to transform your business as we leave this decade behind.

I’ve spoken with many business owners enduring this year’s chaos vs. discipline battle. 

Each company wanted discipline to maintain things, yet were being antagonized by chaos demanding change. 

I had only one recommendation—focus on your e-commerce strategy. 

This is true whether you’re a brand or retailer. Retailers especially have been hit by the online shopping phenomenon because they’ve ignored for too long the data that customers increasingly prefer shopping online. 

Consumers are spoiled by home delivery of everything. 

Why put on pants, drive through traffic and wade through a mall when anything can be delivered as you watch Netflix in your underwear?

Ignoring this has caught up to retailers, with this costly mistake affecting brands that once depended on these retailers for orders they can no longer place because store traffic is down. 

“But Lilian,” you’re thinking, “no one’s going buy expensive jewelry without touching it first!”

To this, I say malarkey! (Sorry, I’m utterly amused by Joe Biden’s campaign slogan.)

But back to the malarkey.

Having been that young, scrappy Tourneau salesperson in the early aughts who had a loyal client spend over $300,000 with me exclusively by phone, I can tell you firsthand this isn’t true.

If a customer is familiar with a brand because that brand has made itself and its stellar reputation consistently visible to the customer, that customer will happily drop $10,000 online because the brand has earned her or his trust.

I speak often to companies that’ve disregarded PR for years, then turn to me to produce a pair of ruby slippers that transport them back to a time of easily swiped AmExes and Visas and Mastercards, oh my!

The thing about Dorothy’s adventures in Oz, however, is that while she’d always possessed the power to go home, she had to follow the yellow brick road for miles before she learned this truth.

Ladies and gentlemen, that yellow brick road is the customer journey.

The PR Adviser is Glenda the Good Witch teaching you the value you already possess via the Emerald City of

In 2019’s final days, reflect on what you’ve accomplished, where you’ve failed and what obstacles derailed your best laid plans.

Now tell me: What are you willing to give up to transform your business?

Will you give up the belief that customers won’t buy from you online?  Will you stop ignoring the extensive data on consumer behavior? Are you ready for a complete transformation of how you’ve always done business, given how this year has shown you those ways no longer work?

Let’s talk briefly about the customer journey.

Simply put, the customer journey is the many touchpoints a customer has with your company before, during and after she or he makes a purchase.

How does a customer first learn about you? How does she feel upon this discovery? What entices her to want to learn more?

Where does she go for this information—your website, your store, social media? What does she do when she gets there? What do you want her to do when she gets there?

These are some of the questions that, answered correctly, help create trust between customers and your brand. Trust is the only thing required to get a customer to spend $40,000 online without thinking twice.

We spent much of this year on influencer marketing.

Next year, I’ll show you how it and other strategies play an important role in helping integrate an e-commerce website into the customer journey.

In the meantime, grab a free copy of my e-book, “Influencer Fraud: Weeding Out the Fakers, Liars and the Delusional.” The appendix includes the indispensable Influencer Marketing Toolkit, which you’ll need next year.

To those who’ve had a rough year, know that chaos can only disrupt something that wasn’t originally stable. Arise from the rubble and begin building a stronger foundation.

I’m here in 2020 to help you build something greater, whether through my answering your questions in this column or through a complimentary consulting call

Have a Merry Christmas, Happy Hanukkah, Happy Kwanza, Happy Festivus or Happy Whatever You Celebrate! See you next year! 

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

Lightbox x Roséate Light Wand pendants
Lab-GrownDec 01, 2023
Lightbox Teams Up With Brand Founded by Former Tiffany Exec

The lab-grown diamond brand also collaborated with the website The Future Rocks on a collection launching today.

Lila Moss Calvin Klein campaign
FinancialsDec 01, 2023
Movado Lowers Guidance Again After Q3 Sales Dip

The company said it is facing a “challenging retail environment” but is prepared for the holiday season.

Muzo emerald and argyle pink diamond necklace
CollectionsDec 01, 2023
Piece of the Week: Muzo’s Emerald and Argyle Pink Diamond Necklace

It’s the hero piece of the newest "Green Jewel" collection, a collaborative offering from the two mines.

Platinum  Guild International Diamond Rings
Brought to you by
If It’s Custom, Make It Platinum

With holiday proposals right around the corner, encourage your customers to go for platinum when making the big purchase.

Pink Supreme Diamond
AuctionsNov 30, 2023
This Pink Diamond Reigned Supreme in Hong Kong

The 15.48-carat fancy intense “Pink Supreme” topped Christie’s fall jewelry auction in Asia, while a Patek Philippe led the watch sale.

Weekly QuizNov 30, 2023
This Week’s Quiz
Test your jewelry news knowledge with this short test.
Take the Quiz
Claire’s CFO COO Chris Cramer
MajorsNov 30, 2023
Claire’s Hires Former Bath & Body Works Exec as CFO, COO

Chris Cramer, who also spent time at Gen Z intimates brand Parade, will take on the dual role.

133 carat yellow diamond
AuctionsNov 30, 2023
Sotheby’s To Auction 133-Carat Yellow Diamond

The stone headlining the upcoming sale could fetch up to $5 million.

Brought to you by
Did You Know? The Vital Role of IGI: The International Gemological Institute

In a world where the sparkle of a gemstone is only as brilliant as the trust behind it, IGI's purpose is truly invaluable.

Kwiat diamonds
IndependentsNov 30, 2023
Frank Adams Rolls Out Kwiat’s ‘Mine to Shine’ Program

The retail offering lets customers track their diamond’s journey.

Diamond development hub in Angola
SourcingNov 29, 2023
Largest New Diamond Mine of the Decade Coming Online in Angola

The Luele mine is expected to eventually make the country the world’s third-largest diamond producer.

Holiday shoppers holding bags
SurveysNov 29, 2023
Holiday Shoppers Broke a Record This Weekend, Says NRF

From Thanksgiving through Cyber Monday, 200.4 million consumers shopped online and in stores.

Cast StyleBar Nordstrom
MajorsNov 29, 2023
Cast Debuts at Nordstrom, Closes on More VC Funding

The growing company also plans to open more of its own boutiques.

EditorsNov 29, 2023
Warren Buffett on Success, Mistakes and Betting on America

The best quotes from the Oracle of Omaha and his right-hand man Charlie Munger from the 2018 Berkshire Hathaway shareholders meeting.

J. Dostie Jewelers
IndependentsNov 28, 2023
Maine Jeweler to Relocate After 76 Years

J. Dostie Jewelers will move from Lewiston to Yarmouth this spring.

Finks Jewelers new store
IndependentsNov 28, 2023
Fink’s Jewelers Opens 10th Store

It’s the company’s second location in Tennessee.

Mary Tyler Moore and a pair of Elsa Peretti Bone Cuffs
AuctionsNov 28, 2023
Mary Tyler Moore’s Jewelry Is Up For Auction

You can have this jewelry, why don’t you take it?

Original Miami Beach Antique Show 2024
Events & AwardsNov 28, 2023
The Original Miami Beach Antique Show Is Celebrating 60 Years

Next year’s milestone show will be full of educational programming and collaborations.

De Beers Metamorphosis high jewelry earrings
EditorsNov 27, 2023
10 Tips for Selling Diamonds This Holiday Season

Sales experts and a diamantaire share their best advice on how to send customers home with diamond jewelry.

Platinum Born new collection
CollectionsNov 27, 2023
See the New ‘Platinum Born’ Jewelry

The brand has released five new collections.

Frank Adams Jewelers
IndependentsNov 27, 2023
Frank Adams Jewelers Named ‘Family Business of the Year’

The Albany Business Review recently honored the 100-year-old company.

GIA Dr. John W. Valley
GradingNov 27, 2023
Dr. John W. Valley Retires from GIA Board of Governors

To honor his legacy, GIA has set up a scholarship in his name.

Stock image of police car with its lights on
CrimeNov 22, 2023
JSA Warns of Surge in Attacks on Jewelers on the Road

There have been eight attacks in the last month, spanning from a jewelry store parking lot in Rhode Island to highways in California.

Buddha Mama citrine bangle
TrendsNov 22, 2023
Amanda’s Style File: November Glow

These 15 pieces of jewelry celebrate November babies and the hues of citrine and topaz that reflect the colors of the season.

Columbia Gem House fundraiser
SourcingNov 22, 2023
Columbia Gem House Raises $12K for Wildlife

The money will help a nonprofit rehabilitate sea turtles.

Facet Barcelona factory opening
MajorsNov 22, 2023
Facet Barcelona Opens New Factory in Spain

The jewelry manufacturer said it can now better serve the North American market.

David Yurman holiday campaign
TechnologyNov 21, 2023
See David Yurman’s New High-Tech Holiday Campaign

The jewelry brand takes viewers through a virtual winter wonderland set in New York City.

2023 Rock the Jewels Awards winners
Events & AwardsNov 21, 2023
Here Are the Winners of BIJC’s Inaugural ‘Rock the Jewels’ Awards

The organization recognized outstanding industry players at its celebratory event.


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