Associate Editor Natalie Francisco shares 20 of her favorite pieces from the jewelry collections that debuted at Couture.
The best ways to handle online complaints
An expert in online reputation management answers questions about the correct way to handle negative reviews on the Internet, “trolls” and when it’s OK to ignore a bad review.
New York--Whether it’s about one’s business or private life, it is a universal truth that nobody likes receiving negative reviews.
Unfortunately they are out there, with the Internet providing a cloak of anonymity for “trolls”--people who post comments or reviews for the sole purpose of starting arguments, not because they actually have an opinion about the subject or service--and others who wish to post damaging statements under false pretenses.
Retailers have little control over the rules governing when online review sites will take down, or, as is the case many times, not take down, negative comments. What jewelers can control, however, is how they react to bad reviews.
Brian Douglas, a manager at Reputations.biz, recently took the time to answer seven questions from National Jeweler about how retailers can best handle online complaints, whether they are legitimate or not.
Reputations.biz helps businesses with both managing their company’s reputation online and search engine optimization.
National Jeweler: What’s the first step a jeweler should take if there is a negative review about their business posted on Yelp, CitySearch, Google+ or other community website?
Brian Douglas: The first step should be getting ahead of the inevitable negative reviews. Be proactive and make sure you seek reviews from your happy customers. Hand out materials indicating where the customer can review your company online. Do not ask for, or incentivize, positive reviews; simply ask for an honest review of your company. This way, when a negative review is filed it is either buried underneath positive reviews or at least there is a healthy ratio of positive to negative reviews.
The second step would be to assist the positive reviews to rank as high as possible. If there is an option available to “like” or thumbs up a positive review, be sure to do that as it will help it rank higher. It is always good practice to thank positive reviewers with a comment as well.
Once there is a negative review posted, be sure to respond to them as well. This will show that you’re serious about customer service and can add to your trust factor for other potential customers reading the review.
NJ: What’s the best way to respond to a negative review?
BD: Nobody likes receiving negative reviews about their company. Therefore, do not respond to it immediately. Give yourself a little bit of time to “cool off” and
NJ: What should a jeweler do if someone posts a false negative review?
BD: The first step is to report the false review to the website itself. Read the website’s review guidelines and, if it violates their terms, be sure to include that in your report. Take a look at the reviews posted by the same user and try to build your case that the review is fake (i.e., they reviewed multiple businesses throughout the country on the same day.)
If the review simply looks “spammy,” be sure to indicate that as well. The idea here is to arm yourself with as much ammo as possible for the customer service representative to consider while handling your report.
Oftentimes, however, the review will not be removed. In these cases you should publicly explain why the review is false or misleading. As with other negative reviews, be sure to keep your composure and more often than not potential customers will identify it as fake. The review will unfortunately still be calculated in your star rating, so it is imperative that you be proactive in gathering reviews from your customers.
NJ: What should a jeweler do if they appear to be the target of a “troll” i.e., a person who comments on multiple sites for the sole purpose of upsetting people and/or engaging them in arguments?
BD: We recommend following the same procedures as (outlined for) false negative reviews. Respond to the complaints in a civilized manner and plead your case. Internet consumers tend to be pretty savvy these days and will usually pick up on the fact that the complainer is a “troll.”
NJ: If a jeweler responds positively to a negative review and the customer is still upset, what should the next step be?
BD: If it is a real customer it would be best to express your apology that they didn’t have a positive experience. Indicate that you will reach out to them privately to try to make the situation right. Assuming this is a real customer with a legitimate complaint, it might be prudent to completely refund the customer and offer a discount on a future purchase. Just be sure to word your correspondence carefully in case the person decides to quote it publicly.
NJ: Is there anything a jeweler shouldn’t say when responding to a negative review?
BD: Do not start an argument with a negative reviewer, even if you feel you are 100 percent correct. It will only lead to more complaints on additional websites and will also be looked at negatively by future potential customers.
NJ: Are there any instances where a jeweler shouldn’t respond to a negative review?
BD: Yes. There are “complaint” websites (i.e., Ripoff Report) where it is generally the complainer’s main goal to hurt the reputation of a company, no matter what has or hasn’t transpired. We find that when you respond to these complaints, the original author will simply come back and bash the company further.
Every time a response is filed, these complaint pages tend to rank higher in the search engines when people search your company name. If too many of these types of complaints are filed, the search results for your company name might severely hinder your business growth. Crisis management is, unfortunately, why most of our reputation management clients come on board. Getting ahead of negative reviews, whether on your own or with the assistance of a reputation management company, is absolutely imperative these days.
The Latest

If you want to attract good salespeople and generate a stream of “sleeping money” for your jewelry store, then you are going to have to pay.

The top lot was a colorless Graff diamond, followed by a Burmese ruby necklace by Marcus & Co.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Gizzi, who has been in the industry since 2001, is now Jewelers of America’s senior vice president of corporate affairs.


Luca de Meo, a 30-year veteran of the auto industry, will succeed longtime CEO François-Henri Pinault.

Following visits to Vegas and New York, Botswana’s minerals minster sat down with Michelle Graff to discuss the state of the diamond market.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

The “Your Love Has the Perfect Ring” campaign showcases the strength of love and need for inclusivity and representation, the jeweler said.

The former De Beers executive is the jewelry house’s new director of high jewelry for the Americas.

The New York Liberty forward is the first athlete to represent the Brooklyn-based jewelry brand.

Take a bite out of the 14-karat yellow gold “Fruits of Love Pear” earrings featuring peridots, diamond stems, and tsavorite leaves.

The one-day virtual event will feature speakers from De Beers, GIA, and Gemworld International.

The California-based creative talks jewelry photography in the modern era and tackles FAQs about working with a pro for the first time.

Al Capone’s pocket watch also found a buyer, though it went for less than half of what it did at auction four years ago.

The foundation has also expanded its “Stronger Together” initiative with Jewelers for Children.

Assimon is the auction house’s new chief commercial officer.

The De Beers Group CEO discusses the company’s new “beacon” program, the likelihood diamonds will be exempt from tariffs, and “Origin.”

The Danish jewelry giant hosted its grand opening last weekend, complete with a Pandora pink roulette wheel.

Industry veteran Anoop Mehta is the new chairman and independent director of the IGI board.

The winners of the inaugural “Kering Generation Award x Jewelry” are student Lee Min Seo and China-based startup Ianyan.

“Ombré Desert Diamonds” will emphasize cream-, champagne-, and brown-colored diamonds, shades that set natural stones apart from lab grown.

It's one of the “Gresham grasshopper” rings English financier Sir Thomas Gresham was known to gift to acquaintances or business associates.

The brand also debuted its new “Zorae” collection featuring a talisman of protection and harmony inspired by a sheaf of wheat.

As Loudr’s new account manager, Johansen will partner with clients to craft and execute marketing strategies.

Designers were recognized in 12 categories, from platinum to pearls, before the evening ended with a new, retail-focused award.

The rare turquoise and diamond jewel was the top lot at Bonhams’ June jewelry sale.