Policies & IssuesSep 18, 2026
Tariffs, Retail Crime Top of Mind at JA’s Annual Fly-In Retailers and manufacturers headed to the Capitol this week to discuss tariff exemptions for diamonds and gemstones, among other issues.
IndependentsMar 31, 2020
5 Tips on Public Relations During a Crisis From an Expert
Now is not the time to stop communicating, says Cindy Krupp.
Krupp Group founder Cindy Krupp advises brands to address coronavirus directly through authentic messaging. Here, an example from Krupp Group client Eva Fehren.
New York—Cindy Krupp may have more than 20 years of public relations experience, but she’s the first to admit that the coronavirus poses challenges unlike any she’s experienced.
“It’s unprecedented,” the PR and luxury veteran said of the pandemic that’s halted trade shows and shut down jewelry production across the United States. “I keep saying to my clients, I have no prior experience to pull from [in this scenario].”
Therein lies Krupp’s first piece of advice she shared with National Jeweler for navigating a crisis: When faced with unusual circumstances, take a breath. Then, listen.
1. Don’t Be Tone-Deaf
Krupp, founder of public relations and brand strategy firm Krupp Group, which works with fine jewelry brands such as Foundrae, Eva Fehren and Sylva & Cie in addition to ready-to-wear fashion brands, said the first thing her team did as coronavirus began disrupting businesses was take a step back and really listen to consumers.
“Listen to what your customers are saying,” she advised. “A sense of camaraderie and transparency is really what people are desiring now from the brands they rely on for enjoyment, pleasure and comfort.”
That means addressing the elephant in the room. To carry on with regular brand messaging via social media and other marketing channels would feel disingenuous when the world is reeling from the impact of a pandemic.
“I know everyone wants to not call out COVID-19 because it feels taboo, but people won’t respect a brand that can’t acknowledge that we’re all in this together,” Krupp explained.
That also means refraining from content that could be deemed insensitive or out-of-touch.
“Don’t be tone-deaf. Be thoughtful. Listen and communicate in a candid, transparent way because no one wants bullshit right now. That’s really how we are guiding our brands and clients with how to handle communications.”
2. Transparency Is Key
On that note, be honest and up front in how coronavirus is impacting your business, said Krupp.
“Talk about what you’re doing, that you appreciate [your customers’] loyalty and support and describe what business looks like in this time frame.”
Whether that’s closing stores, or limiting or halting shipping, use your marketing platforms to communicate logistical limitations.
If you don’t have PR or rely on an in-house team, be sure to run these communications by someone you trust before posting.
Part of what Krupp Group does is help its clients
“to frame this messaging,” said Krupp. “We’re a sounding board because everyone is in a bubble right now.”
3. Keep the Content Coming
No matter the capabilities of your business, the worst thing a brand can do is stop communication.
“I keep telling my clients, don’t go dark. I know a lot of people are feeling fear and when you feel fear you want to contract and go dark but I’m not allowing my clients do that.”
Even if messaging is less frequent than when a business had full staffing or regular content creation capabilities, regular social media posts and e-mails are essential to weathering a storm.
“The brands that continued conversations with customers, influencers and media are the ones who are going to be able to pick back up quickly and take steps forward [when this is over]. Going dark is the worst thing you could do right now.”
Plus, your audience hasn’t gone anywhere.
“People are more digitally tuned in right now than they’ve ever been,” Krupp noted.
4. Think Short-Term
With COVID-19’s impact constantly changing and evolving, Krupp and her team are checking in with clients regularly to reassess their status in real time.
With any type of unfamiliar crisis, Krupp advises brands to stay flexible by not thinking too far ahead.
Instead, focus on short-term strategy, assessing, “this week, next week, that’s it,” Krupp said.
Coming up, Krupp anticipates, “there’s going to be a ton of spring merchandise and we’re going to need to push people to brands’ ecommerce really fast.”
Brands should continuously adapt their marketing focus on what they need to sell and what they can deliver to customers as quarantines continue and, eventually, end.
“The brands that continued conversations with customers, influencers and media are the ones who are going to be able to pick back up quickly and take steps forward [when this is over]. Going dark is the worst thing you could do right now.” – Cindy Krupp, Krupp Group
Krupp’s clients are showing that people are still buying jewelry, so brands need to be strategic about what they promote to offset damage.
“Our jewelry brands are still seeing sales. No one has said they’re having a banner month but it’s still trickling in a little bit. Retail therapy is a real thing. The value of gold is great and strong and if [customers] took some cash out of the market and want to make a purchase that will maintain or increase value and want to enjoy it in the meantime, then gold is a great thing to purchase.
“We’re not cancelling birthdays and graduation gifts.”
5. Keep Pitching
While media is not immune to a poor economy, journalists and editors still need content.
Krupp said her firm has been getting consistent press for its clients during quarantine.
While magazine photo shoots might be currently out of the question, jewelry hi-res product imagery is all that’s required for plenty of digital and print features.
And don’t forget the power of influencers—they need content too.
“Social media influencers feel like a lifeline because they can push out really good content on their own quickly, so we’re able to ship them product directly from brands, and they’re able to shoot it and post.”
More on Independents
The Latest
CollectionsSep 18, 2026
Nanis Transforms Its ‘Boule’ Into a Mirror Our Piece of the Week is a pair of drop earrings from the “Sway” collection featuring Nanis’ first use of mirror-polished gold.
GradingSep 18, 2026
De Beers Introduces Faster Version of Diamond Screening Machine SynthDetect 2 can scan a full tray in less than five minutes, De Beers said, making it six times faster than its predecessors.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
AuctionsSep 18, 2026
Noonans To Auction Medieval Gold Seal Ring Recovered By 2 FriendsTwo metal detectorists discovered the ring, which may have belonged to English noblewoman Matilda of Lancaster, in Suffolk.
Weekly QuizSep 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Policies & IssuesSep 17, 2026
Tariffs on India Could Increase as Russian Sanctions Bill Heads to Trump’s DeskThe bill has a provision that allows the president to raise tariffs on countries that import Russian oil and gas to as much as 100 percent.
Events & AwardsSep 17, 2026
This Is the Winner of the 2026 Robert M. Shipley AwardThe American Gem Society presented the annual award to a former president of its board.
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.
CollectionsSep 17, 2026
Cynthia Erivo, Zoë Chicco’s Jewelry Collab Is an Ode to TransformationThe “Chrysalis” capsule centers butterfly motifs representing growth, transformation, and the unfolding of who you are.
Events & AwardsSep 17, 2026
Louisiana Retailer Kevin Patton Wins Lifetime Achievement AwardJewelers of Louisiana presented Patton, the third-generation president of Pattons Fine Jewelry, with the award at its annual convention.
PodcastsSep 16, 2026
Episode 9: Remembering Cindy EdelsteinTwo special guests join the podcast to commemorate the 10th anniversary of the designer advocate, mentor, and author’s untimely passing.
CollectionsSep 16, 2026
Jessica McCormack, L’Objet Collab on Homewares CollectionMcCormack brings sea-inspired motifs from her “Beaches” collection to L’Objet’s tableware, vanity pieces, and first-ever cutlery set.
CrimeSep 16, 2026
JSA Issues Warning to NJ Jewelers After Rash of Smash and GrabsNine New Jersey jewelers have been victims of smash-and-grab robberies this year, prompting JSA to circulate a list of recommendations.
MajorsSep 16, 2026
Midas Chain Releases ‘House of Midas’ Bridal CatalogThe new bridal catalog features the latest jewelry collections and designs from timeless classics to modern silhouettes.
EditorsSep 15, 2026
2026 Emmys Jewelry: An Either/Or Proposition Stars wore either a necklace or earrings at 78th Primetime Emmy Awards but rarely both, Natalie Francisco notes.
ColumnistsSep 15, 2026
The Levels Your Website Must Clear Before AI Recommends YouJennifer Shaheen compares this new era of AI-powered SEO to a video game: your website must clear one level before advancing to the next.
EditorsSep 15, 2026
Q&A: Signet Jewelers’ Joan Hilson on Diamond Demand, the HolidaysHilson, Signet’s chief operating and financial officer, discussed Q2, resurgent natural diamond demand, and why Blue Nile is a standout.
ColumnistsSep 14, 2026
Sherry Smith: Stop Waiting for December to Save Your ChristmasThe stores that have a great December are the ones that made good decisions in August, September, and October, Sherry Smith writes.
AuctionsSep 14, 2026
22 Carats of ‘Sunshine’ Are Up for AuctionThe 22.09-carat fancy yellow “Pragnell Kimberley Sunshine Diamond” is part of the fall jewelry sale at Heritage Auctions.
IndependentsSep 14, 2026
Greenwich St. Jewelers to Unveil Photography Exhibition“Adornos: Jewelry, Memory & What We Pass Down” honors the jewelry’s importance to New York City’s Latine communities.
SourcingSep 14, 2026
Gemfields Sells All Lots at First Emerald Auction in 9 MonthsThe company’s managing director of sales said the results demonstrate “continued strong demand for commercial-quality emeralds.”
SourcingSep 14, 2026
Diamonds Do Good Pledges Support for Eye Care ProgramThe nonprofit awarded a grant to the Gift of Sight initiative spearheaded by South African musician Black Coffee.
CollectionsSep 11, 2026
A Sapphire ‘Stardust’ Ring From Greenwich St. Jewelers The Latine-owned New York jeweler is marking two milestones this year: its 50th anniversary and the 25th anniversary of the 9/11 attacks.
MajorsSep 11, 2026
The Wishing Place by JTV OpensThe jewelry retail broadcast network has sponsored a new space for Make-A-Wish East Tennessee on its campus in Knoxville.
Events & AwardsSep 11, 2026
The Edge Awards Scholarships to 2 Young Jewelry ProfessionalsThe recipients were recognized at the 24 Karat Club of the Southeastern United States’ annual banquet.
MajorsSep 10, 2026
Lagos Founder Steven Lagos Steps Down as CEO Keith Rolfe, CFO and COO of Lagos, is now at the jewelry brand’s helm while Steven takes on the role of executive chairman.
CrimeSep 10, 2026
FBI Offers $50K Reward for ‘Most Wanted’ Fugitive in $1M Jewelry HeistAlberto Perez-Elias is one of four men charged in the armed robbery of a Cape Coral, Florida, jewelry store and remains at large.
