SourcingFeb 14, 2025
Navneet Gems Now Offering Unheated Montana SapphiresThe wholesale collection features material from the Rock Creek mine in a variety of colors.
TechnologyMay 08, 2016
What’s Your Social Media Personality?
Jewelers, is your store playful, inspiring or authoritative on Facebook, Instagram, etc.? Mike Farrell helps you figure it out.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
One of the most interesting things (for better or worse) about maintaining a presence on social media is that you can truly be whoever you want. Want to pretend your boring New Jersey self is an exotic African jewel thief? Go for it; nobody’s stopping you.
However, when it comes to using social media for your business, authenticity is key.
You have no idea how much people value interacting with businesses on social channels that don’t act like businesses. They act like real people, with real personalities. But how can you determine which personality is right for your jewelry business?
Unless you’re starting a brand-new company, there’s already going to be a pre-existing view of your brand. Before you try to get your story out there, make sure you understand what people think of your business and why.
This is not to say that your brand’s identity has to stay the same forever. Just as people change and develop over time, your brand’s personality and voice can be adapted. But you do need to be sure of where you’re starting from before you’re able to establish where you’re headed.
Use the above graphic, courtesy of Stephanie Schwab, CEO of social media-focused Crackerjack Marketing, to help determine what the overall positioning/voice of your business will be.
Are you going for an industry thought leader type of approach? Then you would probably choose an authoritative persona, a direct tone, with insider language and an educational purpose. The key is to align your positioning with the values of your customers and prospects.
Your positioning is what will align you with some customers, while potentially alienating you from other customers. Pushing some away is perfectly fine, as it is not feasible to be all things to all people. Just make sure your brand is properly aligned to attract the right followers, prospects and customers.
Also important to consider is that users of most social platforms expect a certain level of informality. Make sure you adjust your content accordingly. On Instagram and Snapchat, even the most professional of jewelers should expect to loosen their belts just a little in order to properly match the expected tone of the network.
The most important thing to remember here is that you're not choosing the voice you want, but the voice you need. The voice that will best resonate with your customers is the voice you need.
Editors' Picks
Sponsored by
Ultimately, knowing the proper social media personality for your business comes down to first knowing the personalities of your clients better than anyone else.
Want some advice on the right social media personality for your business? Visit LikeableLocal.com for a free (!) social media consultation.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
Want some advice on the right social media personality for your business? Visit LikeableLocal.com for a free (!) social media consultation.
Mike Farrell is the former community manager at Likeable Local’s New York office. He is now a freelance copywriter. Connect with Mike on Twitter, @mikefarrelldude.
More on Technology
The Latest
CollectionsFeb 14, 2025
Carolyn Rafaelian Partners with ‘Long Island Medium’ StarThe “Divinely Guided” collection, created in collaboration with Theresa Caputo, features symbols that celebrate the power of connection.
CollectionsFeb 14, 2025
Piece of the Week: Lorraine West’s Diamond ‘Open Heart’ RingShow some love on Valentine’s Day with this 14-karat yellow gold ring that features pavé diamonds.
Brought to you by
3 Ways to Capitalize on America’s Newfound Love of Colored GemsColored stones are stepping into a jewelry spotlight typically reserved for diamonds—are you ready to sell color?
CrimeFeb 13, 2025
Macy’s Employee Foils $1.5M Jewelry Theft The employee confronted the thief, causing the suspect to flee and leave behind the suitcases full of jewelry.
Weekly QuizFeb 13, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingFeb 13, 2025
Namibian Diamond Co. Suspends CEO, COO After Deadly Heist Namib Desert Diamonds also put its security manager on leave following last month’s robbery that left one employee dead.
Events & AwardsFeb 13, 2025
AGTA Announces Buyer’s Choice Award Winners for Spectrum, Cutting EdgeAGTA recently concluded its 2025 GemFair event in Tucson and is already gearing up for next year’s show, set for Feb. 2-6, 2026.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
CollectionsFeb 13, 2025
Royal Chain Releases Its Spring 2025 CatalogMore than 400 new pieces are featured in the supplier’s latest catalog.
TrendsFeb 13, 2025
Amanda’s Style File: Hearts for Valentine’s DayThis curation celebrates love with heart-shaped jewelry of all shapes and sizes.
Policies & IssuesFeb 13, 2025
Jewelers Relief Fund Reopened to Aid Victims of LA Fires The fund is collecting money for jewelry businesses damaged by the wildfires in Los Angeles County.
TrendsFeb 12, 2025
5 Engagement Ring Trends Expected to Rule 2025From chunky bands to vintage diamond cuts and bezel settings, these are the trends experts are seeing take over the bridal market.
EditorsFeb 12, 2025
Q&A: Marion Fasel on the History of Diamond Engagement RingsFasel discusses researching her new book, the most enduring engagement ring styles, and the diamond shape Taylor Swift will pick.
CollectionsFeb 12, 2025
De Beers Jewellers’ New High Jewelry Pays Homage to the Beauty of TreesThe “Essence of Nature, Chapter One” collection echoes trees and roots, literally and figuratively, through three sets of high jewelry.
SourcingFeb 12, 2025
SRK Announces Notable Reduction in Greenhouse Gas EmissionsLate last year, the India-based diamond manufacturer recorded emissions per carat that are 34 percent lower than the industry average.
ColumnistsFeb 12, 2025
Peter Smith: 9 Store Manager Archetypes Smith details the types of store managers he’s encountered, with the goal of helping retailers find a person who’s a fit for their store.
CollectionsFeb 12, 2025
Ghirardelli Is Slipping Chocolate Into a Locket This Valentine's DayThe limited-edition “Chocolocket” fits a mini square of Ghirardelli chocolate inside.
Events & AwardsFeb 11, 2025
JA Seeking Nominations for Its Next ‘20 Under 40’ ClassThe program has been expanded to include a “20 Under 40” list for jewelry suppliers and is accepting nominations through Feb. 19.
CrimeFeb 11, 2025
2 Men Charged With Selling Stolen Jewelry, Watches in NYC Diamond DistrictOne of the men is said to be connected to the South American crew charged with burglarizing Cincinnati Bengals QB Joe Burrow’s home.
WatchesFeb 11, 2025
Bulgari, MB&F Launch Reimagined ‘Serpenti’ WatchThe brands immersed one of Bulgari’s most famous historical icons in MB&F’s ultra-mechanical universe of haute horlogerie.
FinancialsFeb 11, 2025
Boucheron a Bright Spot as Kering’s Full-Year Sales Sink 12%The luxury titan’s full-year performance was weighed down by struggling sales at its star brand Gucci.
MajorsFeb 11, 2025
Midas Chain Releases First Diamond CollectionThe jewelry manufacturer has launched more than 100 pieces made with natural diamonds.
SurveysFeb 10, 2025
Jewelry Resilient in 2024 Even As Luxury Sales Slipped, Says Bain & Co.Bain & Co.’s latest report on the luxury market examines why the market’s customer base is shrinking and how to appeal to consumers in 2025.
CrimeFeb 10, 2025
Counterfeit Jewelry Kept Kentucky Customs Agents Busy in January, CBP Says Officers in Louisville seized 28 shipments of fake jewelry and watches that would have been worth more than $27 million if genuine.
CollectionsFeb 10, 2025
Hearts on Fire Flips Jewelry ‘Inside Out’ in New CollectionThe collection centers on the art of tailoring, inspired by designs that feature folded fabrics, such as a tuxedo lapel.
Events & AwardsFeb 10, 2025
Select Jewelry Show Heads to NashvilleThe trade show has added a new location to its fall line-up.
CollectionsFeb 07, 2025
Piece of the Week: Jade Trau’s ‘Ladybird’ CharmFrom the brand’s latest collection of lucky charms, the ladybird is seen as a bearer of good fortune and a ward against negative energy.
