EditorsJan 12, 2026
Platinum, White Gold Rule the 2026 Golden GlobesAssociate Editor Natalie Francisco highlights her favorite jewelry moments from the Golden Globes, and they are (mostly) white hot.
TechnologyNov 23, 2015
Retailer combats reviewers-for-hire
When Long’s Jewelers racked up 100 fake one-star reviews on Facebook in just a few days, they found some people are willing to post and profit from untrue reviews. Here’s what they did about it.
Boston--When it comes to online reviews, retailers may have more to worry about than customers who actually come into or do business online with their stores.
In a blog post published last week, Lynelle Schmidt, Long’s Jewelers digital marketing coordinator, detailed a recent experience the Boston-based retailer had with a batch of fake Facebook reviews that it believes were purchased online by a competitor.
In the post, she wrote that she came in one Monday to check the store’s social media channels and saw that the store’s rating on its Facebook page had dropped from 4.8 stars to 2.3 stars over the weekend.
The cause: more than 100 one-star reviews that were left on the Long’s Jewelers Facebook page with no comments, and each coming within minutes of each other from seemingly fake, and very similar, Facebook profiles.
After much back-and-forth with Facebook, Schmidt wrote that she finally was able to have the comment-less, one-star reviews moved from the page. The entire debacle, however, brought to light a larger problem: online marketplaces where people offer to post fake reviews of a product or business, good or bad, for a fee.
One place where this has happened is Fiverr.com. It’s an online marketplace where visitors can offer to do small tasks and services for $5 or more. The jobs range from writing and design to animation and advertising, but it also has become a place where users can find people willing to be paid to post false reviews and ratings, be they negative or positive. (There also are other sites that offer similar services, among them the blatantly named BuyAmazonReviews.com.)
Schmidt told National Jeweler that based on how the events unfolded, they believe the false, negative Facebook reviews posted to the Long’s page were purchased on Fiverr. “Fiverr is probably one of the most well-known platforms that allow this to happen,” she said. “It’s popular because it’s cheap and effective.”
When asked about the Long’s incident--and, more specifically, if it was aware that users were posting fake review services on its website and if it was removing them--Fiverr told National Jeweler that “Gigs may be removed by Fiverr for violations of the Terms of Service … Fraudulent reviews are a violation of Fiverr’s Terms of Service, and we promptly remove these services as they are reported.”
However, Fiverr’s simply removing the reviews doesn’t go to the
root of the issue--people feeling like they can offer to do fake reviews and get away with it. Amazon has acknowledged that, and is attempting to deter people from selling false reviews not by going after Fiverr itself but by filing a lawsuit naming the individual users engaging in the practice.
In Long’s case, Schmidt said she believes the negative reviews that appeared on the retailer’s Facebook page were paid for by a competitor. “There have been a few recent events that lead us to believe it was a competitor, another local jeweler, that we prefer not to share (the name of) publicly,” she said. “We are really looking to keep things positive with this story and take the high road by not outing or naming them in any way.”
Aside from contacting Facebook administrators to get the review situation sorted out, Schmidt and the Long’s Jewelers team also released a statement on their Facebook page that, despite “terrible organic reach,” garnered a lot of attention.
“Normally, I boost almost all of our posts because organic reach on Facebook is dismal,” she said. “But I felt like the message behind this post would really be compromised by us boosting it. Our hope was that it would go viral on its own without us having to pay.”
And it did. Thanks to Long’s “community of loyal followers and customers sharing the post,” she said it accumulated more than 14,000 views.
When asked what she would advise retailers to do if they find themselves in a similar situation, Schmidt recommended they turn to their own community for support and work with the online platform where the issue is taking place.
She said Yelp recently has dealt with legal action from businesses suing over defamation, “so they are much stricter about blocking negative or false reviews.” Facebook, however, is newer to the review game, and is beginning to garner negative attention around blatant acts of spam that are not subject to any kind of filtering system.
“The best course of action would really be to drum up as much attention as possible, take the high road, and focus on strategies to rebuild despite the damage done,” Schmidt said. “In the future, we predict that sites like Facebook will be much more regulated after stories like ours continue to surface, but in the meantime, there’s not much a business can do.”
More on Technology
The Latest
GradingJan 12, 2026
Peter Yantzer, Former Executive Director of AGS Labs, Dies at 77 Yantzer is remembered for the profound influence he had on diamond cut grading as well as his contagious smile and quick wit.
MajorsJan 12, 2026
These 14 Macy’s Locations Will Close This YearThe store closures are part of the retailer’s “Bold New Chapter” turnaround plan.
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.
MajorsJan 12, 2026
Jewelers Mutual Acquires AI-Powered Event Insurance ProgramThrough EventGuard, the company will offer event liability and cancellation insurance, including wedding coverage.
Weekly QuizJan 08, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 09, 2026
Kendra Scott Taps Activewear Exec as CEO Chris Blakeslee has experience at Athleta and Alo Yoga. Kendra Scott will remain on board as executive chair and chief visionary officer.
SurveysJan 09, 2026
U.S. Holiday Retail Sales Up 4%, Visa, Mastercard SayThe credit card companies’ surveys examined where consumers shopped, what they bought, and what they valued this holiday season.
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.
AuctionsJan 09, 2026
Christie’s Names New Global Managing Director for LuxuryKimberly Miller has been promoted to the role.
CollectionsJan 09, 2026
Piece of the Week: Lionheart’s ‘Serenity’ Opal CharmThe “Serenity” charm set with 13 opals is a modern amulet offering protection, guidance, and intention, the brand said.
CollectionsJan 08, 2026
Pandora’s New ‘Bridgerton’ Jewels Celebrate Bees, Bows, and Blooms“Bridgerton” actresses Hannah Dodd and Claudia Jessie star in the brand’s “Rules to Love By” campaign.
Events & AwardsJan 08, 2026
Ana Khouri To Receive 2026 Gem Award for High Jewelry ExcellenceFounded by jeweler and sculptor Ana Khouri, the brand is “expanding the boundaries of what high jewelry can be.”
TrendsJan 08, 2026
Stuller’s Color of the Year Is a Stark Contrast to Pantone’s WhiteThe jewelry manufacturer and supplier is going with a fiery shade it says symbolizes power and transformation.
CollectionsJan 08, 2026
Gracie Abrams To Front New Chanel Jewelry CampaignThe singer-songwriter will make her debut as the French luxury brand’s new ambassador in a campaign for its “Coco Crush” jewelry line.
MajorsJan 08, 2026
Diamond Council of America Names New Board DirectorsThe nonprofit’s new president and CEO, Annie Doresca, also began her role this month.
ColumnistsJan 07, 2026
Peter Smith: Physical Retail—The Beginning or the End?As the shopping mall model evolves and online retail grows, Smith shares his predictions for the future of physical stores.
Events & AwardsJan 07, 2026
Melee Adds 13 New Designers to NYC ShowThe trade show is slated for Jan. 31-Feb. 2 at The Lighthouse in New York City's Chelsea neighborhood.
TrendsJan 07, 2026
Amanda’s Style File: Go for GarnetJanuary’s birthstone comes in a rainbow of colors, from the traditional red to orange, purple, and green.
SourcingJan 07, 2026
Diamonds Do Good Releases 2025 Impact ReportThe annual report highlights how it supported communities in areas where natural diamonds are mined, crafted, and sold.
CrimeJan 06, 2026
2 Jewelers Arrested After TraxNYC Diamond District BrawlFootage of a fight breaking out in the NYC Diamond District was viewed millions of times on Instagram and Facebook.
MajorsJan 06, 2026
Rio Grande Says These Are the Top Personalization Tools for 2026The supplier has a curated list of must-have tools for jewelers doing in-house custom work this year.
MajorsJan 06, 2026
Zales Tests Out A New LookThe Signet Jewelers-owned store, which turned 100 last year, calls its new concept stores “The Edit.”
MajorsJan 06, 2026
LeachGarner Appoints New Director of SalesLinda Coutu is rejoining the precious metals provider as its director of sales.
SourcingJan 06, 2026
AGA Announces 2026 BoardThe governing board welcomed two new members, Claire Scragg and Susan Eisen.
TrendsJan 05, 2026
Amanda’s Style File: New Year’s EditionSparkle with festive diamond jewelry as we celebrate the beginning of 2026.
IndependentsJan 05, 2026
Jeweler Ben Nighthorse Campbell Dies at 92The master jeweler, Olympian, former senator, and Korean War veteran founded the brand Nighthorse Jewelry.
TrendsJan 05, 2026
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.
