PodcastsJun 17, 2026
Episode 6: Las Vegas 2026-Trends, Traffic, Broken BathroomsCouture’s Michelle Orman joins Amanda Gizzi and Michelle Graff for this special post-Market Week episode of My Next Question.
Events & AwardsMar 03, 2014
Live from JA New York: Why it pays to be ‘likeable’
“The ROI (return on investment) of social media is that your business will still exist in five years.” That was the crux of a talk given Monday at the JA New York Winter show by Dave Kerpen, CEO of Likeable Jewelers and a best-selling author.
New York--Because social media is now the No. 1 activity on the web, it’s a platform that cannot be ignored when it comes to marketing for small businesses, and is a powerful tool to reach targeted consumers when used correctly.
This was the message behind an educational seminar presented Monday at the JA New York show by Dave Kerpen, New York Times best-selling author of Likeable Business and Likeable Social Media and CEO of Likeable Jewelers. He discussed how retailers can leverage social media to build a base and bring in more customers.
To sum up the importance of social media to small businesses , Kerpen shared a quote from Erik Qualman, author of the best-selling Socialnomics: How Social Media Transforms the Way We Live and Do Business, who said: “the ROI (return on investment) of social media is that your business will still exist in five years.”
Since today’s consumers are spending more time on social media and less time surfing the web, more emphasis is put on recommendations that come from friends and family. And since Facebook is just “word of mouth on steroids,” Kerpen said, he predicts that social media will become more important than search engines over the next few years.
What social media will do:
1. Allow businesses to easily reach new clients. Kerpen said that these platforms are more effective than traditional marketing methods in reaching targeted consumers.
2. Help the business stay top of mind with current clients. Appearing in clients’ News Feed or Twitter feed gives a retailer regular exposure, and is the best way to drive ROI, according to Kerpen. It allows retailers to communicate with clients more often in “a way that’s not too sale-sy or spammy.”
3. Build lasting relationships with all clients. Social media is “Word of Mouth 2.0,” Kerpen said, and a presence on these sites can allow for reviews and recommendations that can help jewelers build clients for the long term.
What social media won’t do:
1. It won’t be free. The main cost for a strong social media presence is time, as well as any paid advertising.
2. It won’t bring instant results. Whereas some forms of marketing, such as mailers and emails to clients, may bring in new customers quickly, social media takes time to build up relationships with scale over time.
3. It won’t make up for an unlikeable
Editors' Picks
Sponsored by
business. “If there are fundamental problems with the business, social media will make it worse,” Kerpen said, noting that negative reviews will just compound the issue.
How to use social media to grow your business:
1. Get started. Businesses need to take the time to set up an actual business page, and Kerpen suggested having an individual profile for Facebook as well, which can help users understand the platform better.
2. Personalize the page. Social networks are increasingly focusing on photos, which is where jewelers have an advantage. While there should be, of course, images of jewelry, there could also be pictures of welcoming employees and any nice shots of the storefront. “Authenticity, vulnerability, and transparency are huge benefits for small business,” he said.
3. Get current clients to “like” or follow the business on all chosen social media platforms. According to Kerpen, this is the most important aspect of using social media to build the business. “Word of mouth has to start with somebody, and the people it starts with are current clients,” he said. Everyone that comes into contact with the business is a potential “like” or follower.
4. Advertise to friends of current clients. Facebook’s paid advertising, in addition to featuring the business’s name and other information, also shows users which of their friends have “liked” a business, which means the “word of mouth recommendation is built into the ad.” Advertisers can also narrow down the reach by area, targeting the consumers most relevant to a business.
5. Use content to engage with clients. Retailers should be more concerned with updating regularly rather than spreading themselves too thin over too many social media platforms; jewelers shouldn’t take on more than they can handle well. Posts can provide value with education, teaching followers something they may not know about jewelry, or connect by entertaining with interactive posts like questions and fill-in-the-blank quizzes.
6. Create incentives. Kerpen suggested gifts with purchase for “liking” a page, sweepstakes and contests to get buzz around the social media networks.
7. Easily showcase a business on the page. “Why try to drive customers to your website when they’re already on Facebook?” Kerpen asked. Facebook pages for businesses now offer many of the same services as a web page, including maps, store locator, and looking up an item, among other features.
8. Acquire new clients. Though more posts should feature engaging or educating content, jewelers are still in business to sell, which means it’s OK to pitch products or make an offer every now and then, Kerpen said. For every nine educating, engaging, non-sales posts, it’s acceptable to share one promotional update.
9. Respond. Reviews should be addressed, even if they’re bad, at least once a week. A bad review isn’t necessarily detrimental to the business, unless no one responds and addresses the issue. Respond to direct questions any clients may have immediately as they come, however.
More on Events & Awards
The Latest
GradingJun 17, 2026
SSEF Issues Warning on Refilled EmeraldsThe lab is seeing emeralds with filler added post-testing enter the market, accompanied by reports that indicate little to no treatment.
WatchesJun 17, 2026
Patek Philippe’s ‘Visionary’ Leader Philippe Stern Dies at 88 The third generation of the Stern family to head Patek Philippe, he navigated the “quartz crisis” and preserved the brand’s independence.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
MajorsJun 17, 2026
James Avery to Revamp In-Store Retail ExperienceThe Texas-based jeweler is gradually rolling out a new experience-forward layout in its stores.
Weekly QuizJun 17, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJun 17, 2026
Seahawks’ Super Bowl Ring Blends Meaningful Design, Technical CraftsmanshipThe Super Bowl LX champions were honored with diamond and blue sapphire rings by Jason of Beverly Hills.
Policies & IssuesJun 17, 2026
Community for Ethical Jewelry Names New Executive DirectorMarianna Smirnova previously spent a decade working with the Responsible Minerals Initiative, in addition to other relevant roles.
Brought to you by
Building the Future of Jewelry Retail: DCA Expands Education, Leadership Development, and Workforce SolutionsDCA is preparing the next generation of professionals by supporting workforce development, leadership growth, and career advancement.
MajorsJun 16, 2026
5 Things to Know About the 2026 NBA Championship TrophyThe New York Knicks took home the Larry O'Brien Trophy crafted by Tiffany & Co.
TrendsJun 16, 2026
Post-Vegas Jewelry Trend Report: Big Beads, Western Flair, White MetalsAssociate Editor Natalie Francisco lists the trends she spotted during Jewelry Market Week that will dominate the second half of 2026.
SourcingJun 16, 2026
GemGuide Updates Ruby PricesIts app now reflects increased prices for Mozambique ruby, as well as changes to its Burma ruby charts.
MajorsJun 16, 2026
Sasha Primak Hires New Design DirectorThe manufacturer has tapped Alicia Arnold, the former director of custom design at Tiny Jewel Box.
IndependentsJun 15, 2026
DeBoulle Diamond & Jewelry to Renovate Dallas FlagshipThe revamped, elevated space will feature a two-story Patek Philippe atelier and a rooftop patio for parties.
WatchesJun 15, 2026
G-Shock, Coca-Cola Partner on Bottle-Inspired WatchThe special-edition piece marks the 140th anniversary of the iconic beverage brand.
TrendsJun 15, 2026
Amanda’s Style File: Tiny Charms Are TrendingHere are 13 small charms to inspire your layered looks this summer.
AuctionsJun 12, 2026
16th-Century ‘Hogback’ Diamond Ring Going Up for Auction in LondonFound by a metal detectorist, the ring likely belonged to a wealthy, possibly royal, owner, said Noonans.
CollectionsJun 12, 2026
Chouette Designs To Launch Collection Celebrating All Types of LoveOur Pride Month Piece of the Week, the “Margaux” ring, is part of the wife-and-wife team’s new “Lovestoned” collection.
EditorsJun 11, 2026
This Was the Best Animal Jewelry in Las Vegas From lions and hippos to snails and fish, Senior Editor Lenore Fedow wrangles her picks for cutest jewelry critters in Las Vegas.
SourcingJun 11, 2026
Grandview Klein, London Jewelers Partner To Cut 63-Carat RoughThe big stone will be fashioned into a 20.26-carat diamond in celebration of the retailer’s 100th anniversary this year.
MajorsJun 11, 2026
Former Cartier Creative Director To Head Chanel’s Jewelry Creation StudioMarie-Laure Cérède will join Chanel as the new director of its jewelry creation studio, starting in October.
Lab-GrownJun 11, 2026
Smiling Rocks’ ‘Wish Jar’ Generates 100+ Wishes in Las Vegas At the JCK show, the lab-grown diamond brand teamed up with Jewelers for Children to support Make-A-Wish India.
SourcingJun 11, 2026
Signet Jewelers Exec Joins Diamonds Do Good BoardIlana McCabe is Signet’s vice president of public relations and brand communications.
AuctionsJun 10, 2026
31.62-Carat ‘Azure Blue’ Diamond Sells For $8M+ at Christie’sIt was a banner day for blue gemstones, with another blue diamond topping $8 million and a 41-carat sapphire going for $2.3 million.
MajorsJun 10, 2026
Saks Global Receives Bankruptcy Court Approval for ReorganizationThe approval means the retailer is on track to exit bankruptcy proceedings this summer.
CrimeJun 10, 2026
2 Suspects Arrested in Texas Jewelry Store RobberyThe men are believed to be part of the group of several masked suspects that robbed Marc Robinson Jewelers in April.
CollectionsJun 10, 2026
Sylvie Debuts ‘Elevated’ Bridal Collection Inspired By Designer’s RingThe bridal-focused brand is also launching its Custom Atelier this summer, a digital custom design tool for its authorized retailers.
EditorsJun 09, 2026
Q&A: Al Cook on the Lab-Grown ‘Bubble,’ Dwindling Diamond Supply The De Beers Group CEO also discussed tariffs, Desert Diamonds, and the pending sale of De Beers in an interview with Michelle Graff.
