WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
SurveysJan 01, 2014
For jewelers, it’s Facebook or nothing
National Jeweler’s final holiday poll showed that while many jewelers found Facebook to be an effective marketing tool this holiday season, there are still a percentage of retailers who aren’t engaged in social media at all.
The final holiday poll focused on social media. A total of 297 retailers took the survey, which was conducted between Dec. 16 and 23.
New York--National Jeweler’s final holiday poll showed that while many jewelers found Facebook to be an effective marketing tool this holiday season, there are still a percentage of retailers who aren’t engaged in social media at all.
Of the 297 respondents to the poll fielded online between Dec. 16 and 23, more than half (61 percent) said Facebook was the most effective social media platform for generating holiday season sales and/or traffic.
The second largest percentage of survey-takers, 17 percent, said they are not engaged in social media.
Other forms of social media included in the poll received very few votes. After Facebook, the most effective platforms cited by respondents were Instagram, selected by 7 percent of survey-takers; Pinterest (3 percent); and Twitter and YouTube (both 2 percent).
Vine, an application that creates short, looping videos, received less than 1 percent of the votes cast.
A total of 7 percent of respondents checked “other,” filling in responses such as “nothing works” and “all of the above but at various levels of effectiveness.”
When conducting interviews for its holiday sales reports, National Jeweler asked retailers about their use of social media, and the results mirrored those of the poll: Facebook was cited most often as being the most effective social media platform.
Both Michigan retailer Randy Cole, CEO of The Diamond Vault, and Bill Longnecker, co-owner of Longnecker Jewelry in McCook, Neb., said they have seen positive results from the social media site.
Longnecker said McCook is a town of about 7,000 and he has nearly 1,400 likes on Facebook.
“We advertise on Facebook to a large area, about an hour outside of our ZIP code. We market to those groups and usually get a reach of about 14,000 to 15,000 people a week,” he said. “Facebook gives us an extremely affordable way to interact and be a jeweler for people.”
While the store’s Facebook ads depict images of jewelry, the store’s page itself is a place for sharing stories, holiday videos and community information.
Other jewelers, however, said while social media is part of their holiday marketing plans, more traditional forms of advertising, such as print, generate more results for them.
Jeff Fox, of Barnes Jewelry in Amarillo, Texas, said the store uses social media “very sparingly.” He said “old-school” forms of advertising, such as radio, TV and print, still constitute about 95 percent of the store’s outreach.
“That’s a good question,” he said when asked why. “We are slow to transition is the honest answer. We’ve also had continued success with this (traditional media).”
Fox said the store continues to see sales growth, adding that he’s seen people pour a lot of time and money into Facebook, “and I don’t know that it’s necessarily generating results. You can have a thousand likes but it doesn’t necessarily mean your business is any better,” he said.
At Manfredi Jewels in Greenwich, Conn., Roberto Chiappelloni said they use Facebook and Twitter but believe that the most effective method of marketing is local advertising, as most of their customers live within 10 or 20 miles of the store.
“The largest concentration of our money is spent that way, especially in local magazines. I don’t know if there’s any way to measure this kind of thing, though, unless you attach some kind of special deal to it and see how many shoppers come in asking for that deal,” he said.
--Senior Editor Hannah Connorton and Associate Editor Brecken Branstrator contributed to this report.
More on Surveys
The Latest
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
EditorsDec 17, 2025
2025 Jewelry Rewind: The Best Piece of the Week PicksAssociate Editor Natalie Francisco plays favorites with Piece of the Week, selecting a standout piece of jewelry from each month of 2025.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
