Surveys

Business Pulse: Who Handles Your Store’s Social Media?

SurveysAug 19, 2016

Business Pulse: Who Handles Your Store’s Social Media?

For nearly 30 percent of jewelers who took National Jeweler’s latest poll, it’s the store owner who’s getting social.

20160819_social_platforms_chart.jpg
Among jewelers who took our latest Business Pulse survey, Facebook was the most-used marketing platform by a wide margin, selected by twice as many respondents as the second most popular platform, Instagram.

New York--The jewelry store owner is most likely the one handling his or her store’s social media accounts, posting about once a day or once a week, probably on Facebook.

That’s what National Jeweler/Jewelers of America’s latest Business Pulse poll, which was completed by 162 retailers, shows.

When asked to describe the role of the person who manages the store’s social media accounts, 29 percent said it was the store owner/executive, followed by a member of the sales staff at 21 percent, and an employee who works in marketing at 16 percent.

A total of 10 percent of jewelers reported having an employee, or employees, whose job solely was to do social media.

Other responses included that it was a “team effort” and that they used an outside agency or individual.

When it comes to what social media platforms are most utilized for marketing, the responses yielded no surprises.

Facebook was the No. 1 most-used platform by far, selected by 90 percent of those surveyed. That was followed by Instagram at 46 percent, Pinterest at 43 percent and Twitter at 35 percent. (See chart at top of story.)

A total of 9 percent selected Snapchat, the image messaging app that’s growing in usage.




As far as frequency of posts on these platforms, only 10 percent of survey-takers said they posted content more than once a day; there were actually more respondents (11 percent) who said they post less than once a month.

The majority of jewelers (63 percent) post about once a day (32 percent) or once a week (31 percent).

June: Hot and Cold
The Business Pulse poll also asked jewelers about their sales in the month of June as compared with June 2015.

Responses were fairly equally divided.

A total of 44 percent of respondents said sales were up year-over-year, with the greatest percentage (29 percent) reporting an increase of 25 percent or less.




Thirty-seven percent of respondents said sales dropped, with 26 percent reporting that the decline was less than 25 percent.

National Jeweler/Jewelers of America fielded the latest Business Pulse poll between July 28 and Aug. 9.

It was done in conjunction with the Product Pulse poll, which asked jewelers about branded jewelry sales.

Michelle Graffis the editor-in-chief at National Jeweler, directing the publication’s coverage both online and in print.

The Latest

26.36 carat round brilliant cut
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London

The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.

Cast Compass pendant
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only

Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.

Pyrrha The Space Between Campaign
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New Collection

The collection takes inspiration from the emotional space between people, moments, and experiences.

TopImageCrop.jpg
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.

Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.

Charles London, Mayer and Fran Udell, Mark and Candy Udell
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100

In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.

Weekly QuizMar 05, 2026
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Virginia jewelers at charity ball
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s Hospital

The group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.

Stack of gold bangles on denim
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat

The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.

dca-laptop.jpg
Brought to you by
DCA Enters a New Chapter in Jewelry Education

With refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.

Saks Fifth Avenue door sign
MajorsMar 10, 2026
Saks Global to Close 15 More Stores

The retailer also gave an update on its vendor partnerships.

Julianne Moore
TrendsMar 10, 2026
Messika Names Julianne Moore as Ambassador

The award-winning actress is the “epitome of modern allure,” the brand said.

Sorellina Large Bloom Inlay Pendant
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New Collection

The “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.

Constellations Over the Sedona
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation Auction

The unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.

Jake Gyllenhaal as Bulgari Brand Ambassador
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest Ambassador

Bulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.

TJS scholarship winners 2026
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship Winners

Awards were given to four students, one apprentice, and an emerging jeweler.

Model wearing diamond necklace and ring
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove Sale

The top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.

Tom Moses
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 Years

Moses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.

Charles & Colvard showroom in Morrisville, North Carolina
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price Pressures

Increased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.

Zome Solara Earrings
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial Beauty

The earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.

Pomellato’s International Women’s Day “The Price of Freedom” Campaign
MajorsMar 06, 2026
Pomellato’s 2026 IWD Campaign Spotlights Economic Abuse

“The Price of Freedom” campaign video for International Women’s Day confronts the quiet violence of financial control.

Stock image of shipping containers
Policies & IssuesMar 05, 2026
Tariffs to Increase to 15% This Week, Treasury Secretary Says

Also, a federal judge has ordered that companies that paid tariffs implemented under the IEEPA are entitled to refunds.

Common Era Difficult Women Pandora Pendant, Anne Boleyn Signet Ring, Cleopatra Pendant
CollectionsMar 05, 2026
Common Era Honors ‘Difficult Women’ in Collection

The ever-growing collection, which just expanded with the addition of Olga of Kyiv, features cameos of 12 women from history.

Diamond engagement rings by designer Lorraine West
TrendsMar 05, 2026
Engagement Ring Trends 2026: What’s In, and Why

We asked a jewelry historian, designer, bridal director, and wedding expert what’s trending in engagement rings. Here’s what they said.

American Gem Society Conclave 2026 Orlando logo
Events & AwardsMar 05, 2026
AGS Announces Conclave 2026 Speaker Lineup

The annual event will be held in Orlando, Florida, from Sept. 14-17.

Caitríona Balfe on Only Natural Diamonds Spring 2026 Issue Cover
TrendsMar 05, 2026
Caitríona Balfe Fronts Only Natural Diamonds Cover

The “Outlander” star modeled for the digital cover of the magazine’s spring issue, which features a story on her relationship with jewelry.

CIBJO Milan
MajorsMar 05, 2026
Registration Opens for CIBJO Centenary Congress

This year’s annual congress, which will mark the confederation’s 100th anniversary, will take place this fall in Italy.

Michael M Beverly Hills Flagship Interior Rendering
MajorsMar 04, 2026
Michael M Opens First Store

Beverly Hills was chosen as the location for the brand’s first store, designed as a “private residence for modern monarchs.”

Dubai mall
Policies & IssuesMar 04, 2026
Luxury Brands Temporarily Shutter Middle East Stores

Kering, Apple, and other retailers have reportedly temporarily closed stores in the Middle East region in light of the recent conflicts.

×

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