It’s the Signet-owned banner’s first location in Georgia.
Top Social Selling Tips: A 2020 Year-End Review
Duvall O’Steen and Jen Cullen Williams are making a list of the best advice from this year’s Creative Connecting columns.
![Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com. duvall-jcw-7.jpg](https://uploads.nationaljeweler.com/uploads/e2636a7ac81550bd423c07a67f1e2bdd.jpg)
We know consumer shopping behaviors and supply chains have been forever changed and that technology will continue to shape the future of retail.
We found out the brands that truly won the social media landscape in difficult times were the ones that led with purposeful, authentic storytelling content, compassion, empathy, and a focus on community.
The companies that were willing to learn, listen and find new ways to connect with their customers have been able to pivot and weather the pandemic storm.
As we look back on the past few months, we wanted to highlight a few of the biggest takeaways from our Creative Connecting articles, from TikTok to virtual selling and everything in between.
From May: TikTok Tips
Short how-to videos about the many creative ways to wear a piece of jewelry could really resonate. Think outside the box, such as brooches on hats or necklaces down the back.
Danielle Miele of Gem Gossip offers more ideas: “Post videos of ‘top five’ items weekly, using music that is popular on TikTok (‘Sounds’ function), post jewelry-related how-to videos that are quick and catchy, or jewelry styling videos showing layering of rings/necklaces/earrings/bracelets.”
You can also feature the industry standard video close-ups of product, using voiceover to educate viewers about the origin of the gemstones or the inspiration behind the design.
Other fun ideas for hashtag challenges include #howtowearit.
Everyone has access to a strand of pearls in their own wardrobe or in mom’s jewelry box. Offer a prize to the TikToker who shows the most creative ways to wear a simple strand of pearls (as a belt a la Penelope Cruz at the 2020 Oscars, entwined in a scarf a la Kendall Jenner for Versace or in the hair or on your shoes).
Or try a #neckmess challenge, encouraging followers to post videos of their favorite layered necklace looks.
From June: Hashtag Hacks
For an Instagram post, try to find more specific hashtags to target more effectively.
As an example, use #marquisediamond instead of #diamond, or #tahitianpearl instead of #pearl or, better yet, #tahitianpearlearrings.
Emmanuel Raheb, founder and CEO of SmartAge Solutions, said: “We find the best thing to do is look for trending ‘locally based’ hashtags, such as a local anthem, theme,
From July: Selling in a Virtual World
Counter to normal public speaking and in-person presentations, virtual presentations demolish the old rule of saving the best for last.
In our fast-paced digital world, attention spans are short, making it important to start strong and keep up the pace to avoid losing your audience’s interest.
Prepare to pack a powerful punch right at the beginning. Start with your strongest designs or best-selling collections.
Helena Krodel, partner at David Alan, advises choosing your seven best pieces and having seven more ready and/or reachable right off-camera.
Be sure to polish the pieces in advance as the camera catches every little scratch and/or fingerprint.
Some influencers use mirrors very effectively in their jewelry product videos. Bebe Bakhshi of @champagnegem has several examples.
The mirror increases the three-dimensional nature of a design with less screen time, making it quicker to show both the front and back of a design.
From August: Make Your Social Media Bio Stand Out
Including a hashtag in your bio makes it a clickable link so people can explore and follow the hashtag instantly.
This gives new customers a chance to see user-generated content where your customers may have posted using your hashtag. As an example, Staples bio reads, “We make it easy to #MakeMoreHappen.”
Be sure to use the contact buttons on your Instagram profile as well, but note that these are only shown in the app view, not the web view.
Many brands ignore them, but the contact buttons can make you more accessible to new customers, as well as guide customers to your preferred method of contact.
For example, if you are a wholesale brand, you can include an email address and/or a phone number (but avoid the physical address since you do not sell directly).
Retailers should always use their physical location so they come up in local searches.
From September: Social Media Ethics
Harvard Business Review recently published research showing how companies make the best of bad reviews and can even turn them to their advantage.
The authors suggest embracing bad reviews in creative ways, giving examples of how one company took an obviously biased review and cleverly used it in an ad campaign.
Interestingly, they recommend sharing employee spotlights (“meet our employee of the month” or “get to know your jeweler/designer”) because putting a human face to the brand makes it less likely to be targeted.
Christina Fumia, president and CEO of Avant-Garde Marketing & Communications, recommends full transparency.
“Old-school strategy used to say that you should ask the customer to send you more information via email or in a more private space. But the brands winning the reputation management trophy these days are the ones who show full transparency. People want to see exactly how the issue was resolved.”
From October: Video in a Virtual World
Another way to make video more engaging is to use text in the first few seconds.
Instagram Reels and TikTok offer easy editing tools to help you add headline-style text. This gives the viewer an instant idea of what the video is about and stops the scroll long enough to grab their interest.
Be sure to record and save all the video content you produce because you can also post it on your YouTube channel, Facebook business page and Instagram Story Highlights.
YouTube content improves your SEO, so be sure to use keywords and tags in describing the videos when posting to your YouTube channel.
If you record a virtual event with a designer on Zoom, you can share that video with a customer who missed the event.
You can also show limited edition trunk show pieces or “sold” items to customers who may be looking for something similar and then place a special order with your vendor.
From November: Selling on Instagram
In a Q&A, Katerina Perez noted: “Instagram shoppers are spoiled, and their attention span is minimal … They don’t want to have to make too many actions to buy something … That’s why it is so important for every jewelry brand to have content that catches the eye and sparks interest, as well as key features like shoppable tags in stories, retargeting campaigns, shipping calculator, etc., that make it easy to shop.”
Also, remember to always be mindful of Federal Trade Commission disclosure guidelines when posting product for sale on Instagram. The Jewelers Vigilance Committee has a clear, easy and downloadable guide here.
To close out our final article for 2020, we want to send our gratitude to the National Jeweler team, especially our brilliant editor Michelle Graff, and all the experts who have shared their knowledge with all of us.
And, most importantly, we want to say our most humble thank you to all the readers.
We look forward to continuing to contribute in 2021!
If there’s a topic on communications, social media or digital marketing you want to learn more about, please reach out to us.
We will strive to bring additional articles with relevant and actionable takeaways to increase your business. We wish you all a joyous and healthy holiday season, and cheers to the new opportunities ahead of us.
The Latest
![These “Double Loop” earrings feature a drop-cut amethyst sitting atop the lower hoop, totaling 1.60 carats between both earrings. The hoops are made of silver covered in “pistacchio” colored enamel, while 9-karat yellow gold holds the stones in place and connect the two hoops behind the earlobe ($1,770). Bea Bongiasca’s Double Loop Earrings](https://uploads.nationaljeweler.com/uploads/f338ef6b4603be3c97765f833b831ca0.jpg)
Commemorate “brat summer” with these green hoops.
![The skyline of downtown Providence, Rhode Island. Jewelers of America held one of its Multifacted Learning Workshops there on July 17 and National Jeweler Editor-in-Chief Michelle Graff tagged along. Stock image of Providence, Rhode Island, skyline](https://uploads.nationaljeweler.com/uploads/4ec5b02d4cbaaaa2283bdcf6820950a4.jpg)
Editor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
![Untitled design.jpg](https://uploads.nationaljeweler.com/uploads/583fbcb2bb839782810080debef35d3c.jpg)
As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Sponsored by Gemological Institute of America
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![Earlier this month, online giant Amazon and the Better Business Bureau filed a joint federal lawsuit against ReviewServiceUSA.com for allegedly selling fake reviews, both positive and negative. Amazon package outside door](https://uploads.nationaljeweler.com/uploads/27fce4225a38900d54a5536ce523a22d.jpg)
They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
![A shot of the Venetia diamond mine in South Africa, owned by De Beers Group. The diamond miner and marketer saw revenue drop 21 percent and rough diamond sales decline 20 percent in a “weak” market for diamonds. De Beers’ Venetia diamond mine](https://uploads.nationaljeweler.com/uploads/a1f16ceaaba662e80385166060d192a7.jpg)
Lab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
![1872 x 1052 Gemolite.jpg](https://uploads.nationaljeweler.com/uploads/9d60901b44425a53b9010301897a3bbc.jpg)
GIA®’s most advanced microscope has new features to optimize greater precision and comfort.
A longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
![A malachite and diamond bracelet from Pomellato’s “Pom Pom Dot” collection, launched earlier this year. Pomellato and Boucheron were bright spots for Kering in an otherwise underwhelming first half of the year. Pomellato Malachite Pom Pom Dot bracelet](https://uploads.nationaljeweler.com/uploads/3c237b62e009742fc52487097daf3c5a.jpg)
The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
![Volunteers and Shane Co.’s corporate team from all 22 locations of the family-owned jewelry chain have begun packing backpacks with school supplies for teachers to distribute to their students this school year. Shane Co. and the Kids in Need foundation logo](https://uploads.nationaljeweler.com/uploads/1c5abfb36ec775724f014f47bfbb47fc.jpg)
The fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
![A shot from the advertising campaign for LVMH-owned Bulgari’s “Eden the Garden of Wonders” high jewelry collection. LVMH’s jewelry and watch sales slipped in the first half of the fiscal year. Bulgari high jewelry campaign](https://uploads.nationaljeweler.com/uploads/c24eb75ca8cea44d2e9859648f4a98ee.jpg)
Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
![Chaumet, a Parisian jeweler owned by LVMH, has designed the Olympic and Paralympic Games medals. Chaumet Paris 2024 Olympics medals](https://uploads.nationaljeweler.com/uploads/7831b3a738baddfc7d783e6df0fbf796.jpg)
The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
![The acquisition of Union Life & Casualty by Jewelers Mutual will help strengthen both the pawn market and the insurance industry, said JM. Jewelers Mutual and Union Life and Casualty logos](https://uploads.nationaljeweler.com/uploads/195925667226ecfc51b4e1bb09607143.jpg)
Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
![The winner of this year’s Lonia Tate scholarship, Bradlei Smith will receive the opportunity to earn her Graduate Gemologist diploma from GIA and, following graduation, an internship at Ben Bridge Jeweler in Seattle. Bradlei Smith](https://uploads.nationaljeweler.com/uploads/996834935ae30a7a1195db8b9db6cb7d.jpg)
Los Angeles-based Bradlei Smith was selected for this year’s award.
![De Beers Group mined 6.4 million carats of diamonds in the second quarter of 2024, down from 7.6 million in the same period last year. (©De Beers Group/Photo credit: Ben Perry @ Armoury Films) De Beers rough diamond display](https://uploads.nationaljeweler.com/uploads/80cd02b1c8384f4b2efda0bcdf6a75e1.jpg)
The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
![In honor of its summer bridal event, Long’s Jewelers is partnering with Wequassett Resort and Golf Club on Cape Cod in Massachusetts, and jewelry brand JB Star on a vacation giveaway. Long’s Jewelers giveaway promo](https://uploads.nationaljeweler.com/uploads/4e7a90944c4e8875a4f3818dbe26b28b.jpg)
The giveaway is part of the New England jeweler’s summer bridal event.
![L.A.-based flower designer, Sophia Moreno-Bunge models Guzema’s “Hidden Beauty” collection in front of a garden in Rustic Canyon in Santa Monica, California. Sophia Moreno-Bunge of Isa Isa modeling Guzema’s Hidden Beauty collection](https://uploads.nationaljeweler.com/uploads/6f3822623eb7fd2f6468f82825194cb1.jpg)
The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
![The Entrepreneurship Grants program supports winners with financial aid to scale their businesses and increase their societal impact, said Diamonds Do Good. Pictured here are three of the 13 winners, top right is Tresia Shituula, and bottom row left to right, are Monkgogi Moshaga and Mohamed Samu. Tresia Shituula, Monkgogi Moshaga, Mohamed Samu](https://uploads.nationaljeweler.com/uploads/a7c9b87301b76a9446f6522747ce5b95.jpg)
The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
![Ghazi Osta, better known as Gus, was the owner and president of Volusia Gold & Diamond, a store he and his wife, Leigh Osta, opened in 1986. He was shot and killed inside the store Friday afternoon after a brief argument with a regular customer. (Photo courtesy of Volusia Gold & Diamond Facebook page) Ghazi “Gus” Michel Osta](https://uploads.nationaljeweler.com/uploads/c8c1fa3df746cbd364915a98dcac9d21.jpg)
Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
![Elyssa Jenkins-Pérez (left) is the Responsible Jewellery Council’s new head of North American development, and Effie Marinos is its new specialist advisor for technical standards. Elyssa Jenkins-Perez and Effie Marinos](https://uploads.nationaljeweler.com/uploads/94332af0c7a776e7a8c36fabf76baa5f.jpg)
The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
![Karen Rentmeesters, who joined the Antwerp World Diamond Centre in 2010, will take on the role of CEO. Karen Rentmeesters](https://uploads.nationaljeweler.com/uploads/3256fcc71cd43a399055c61f68486269.jpg)
Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
![Longtime Washington, D.C., jeweler Brian Mann (right) with his wife Jessie Mann, an artist who custom-paints porcelain Limoges Boxes, at a 2016 Jewelers of America member event. Mann, the longtime co-owner of David Mann Jewelers, died June 21 at age 70. Brian and Jessie Mann](https://uploads.nationaljeweler.com/uploads/be4debc6e0b3198943a66ef0e2197c2c.jpg)
Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
![The 1916 Company recently opened a new Tudor boutique in Denver’s Cherry Creek Shopping Center. Tudor store in Denver](https://uploads.nationaljeweler.com/uploads/9f8600ea53ed731963331ebd28a10d16.jpg)
The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
![This necklace from Messika’s “So Move Max” set is made of yellow gold with 19.18-carats of brilliant-cut diamonds and designed with circle motifs that move within the links (price upon request). Messika’s So Move Max Necklace](https://uploads.nationaljeweler.com/uploads/14c78af4a4e8c6b996a81bbb5a5bc69f.jpg)
Dance all night long with the “So Move Max” set’s necklace.
![On Sept. 1, Julien Tornare (left), current CEO of TAG Heuer, will become CEO of Hublot. Antoine Pin, now the general manager of Bulgari’s watch business, will take over Tornare’s role as CEO of TAG Heuer. (Images courtesy of LinkedIn) Julien Tornare and Antoine Pin](https://uploads.nationaljeweler.com/uploads/b24627b34ece895ddd254bae22751fb8.jpg)
Luxury giant LVMH is reshuffling the leadership in its watches division.
![A rendering of a billboard from Etsy’s new campaign. The campaign is designed to highlight the platform’s creators and how their products are made. Etsy billboard rendering in NYC](https://uploads.nationaljeweler.com/uploads/9a94f394f326b90dc1c9da6a711c5e09.jpg)
Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.