Events & Awards

The PR Adviser: What’s Your Strategy for the Shows?

Events & AwardsMay 23, 2017

The PR Adviser: What’s Your Strategy for the Shows?

Lilian Raji hates to give exhibitors another thing to think about before Las Vegas but … what’s your PR strategy?

2016-Lilian-Raji.jpg
Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers.

Hello My Dear Readers!

We’re taking a break from our regular “Dear Lilian” format for me to just be the PR Adviser today. Fear not, my lovely loyalists, I’m still available to answer all your pressing PR questions, by email or as posted in the comments section. I realize most of you are preparing for Las Vegas, as am I!

I’ll be flitting around the shows, looking for press-worthy dazzlers to feature in this column. If you’re not already following me on Instagram, Twitter or Facebook, would you take a second to do so now? You can then follow me through my adventures in Emerald City.

Yes, yes, I know Las Vegas is known as Sin City, but when we jewelry people take over, shouldn’t it be called Emerald City?

If you want me to stop at your booth, please send me an invitation. I’d love to meet my readers!

Now, I know it’s simply a madhouse where you are right now. Las Vegas is just weeks away and that to-do list isn’t getting any shorter. I hate to give you another item to add to that list, especially when you’re probably thinking of Googling the health ramifications of not sleeping for 96 hours for the fifth time. But … what is your PR strategy for Las Vegas?

Las Vegas is the time we see friends we’ve only known in Vegas (and oh the secrets we share), and it’s also a time we make new friends. Some of those friends own or buy for stores while others write for magazines. The latter are the friends I want you to consider making as you’re prepping your Red Bull IV drip for another all-nighter of Vegas planning.

You should have a spreadsheet of all the editors and writers planning to attend Las Vegas. You can often get this spreadsheet simply by asking the right people; but sometimes, you must put in some work.

Pull out that growing list of jewelry writers you love, love, love and send each an email asking if they’ll be in Vegas because, OMG, you’ve got an absolutely obscene pendant interpretation of Rihanna’s Met Gala Comme des Garçons dress done in rubies, sapphires and emeralds and it must be seen and Instagrammed in person!  

Just like you’re setting up retail appointments, you must also set up press appointments. It’s best for everyone around as attending press understand

you’re there to sell. If you’re busy when they stop by your booth sans appointment, they’re less likely to hang around. Having an appointment and someone ready to talk to them ensures you don’t miss any opportunities.

Now my new friend is Rebecca Moskal, founder of Communiqué and PR agency extraordinaire for JCK Las Vegas. 

I asked Rebecca for three of the most important things you should know in preparation for Vegas (as I realize adding any more than three new things to your 12-page pre-Vegas to-do list may have you contemplating your life choices.)

Rebecca’s wisdom:

1) Have your 30-second elevator pitch ready. Know what your key points are and practice conveying them in a straightforward, engaging manner as you won’t have much time to capture the press’s attention on the busy show floor.

2) Before the show begins, pre-select two or three pieces to show the press. Practice what you’ll say about each piece, such as the design inspiration, the gemstone or a signature look. Make sure the pieces are easily accessible, fingerprint-free, and will leave a lasting and memorable impression.

3) Have professional images taken of your new pieces (on a white background) BEFORE the show. These hi-res image files should be available on branded flash/USB drives for editors to take with them. Include a document with piece descriptions and your contact information.

There you have it! Three simple things to get you closer to your Town & Country spread.

Before you start screaming at your monitor--“Lilian, are you crazy? I don’t have time for this! Don’t you know I’m one UPS label away from express shipping myself to Santorini and saying to hell with Las Vegas?!”-- might I remind you this work is (or should be) already done?

You’re telling the press the exact same thing you’re telling retailers, except you’re not negotiating minimums and buybacks. You’re selling that editor on why her readers (also known as her customers) will want to own your Paraiba tourmaline pavé cuff bracelet.

The only new thing you must do is get your high-resolution photos onto flash drives. And that’s what interns are for!

It’s getting late and those insurance forms won’t fill out themselves. Don’t forget to email me if you’d like me to stop by your booth.  

And, as always, post in the comments section or email me with your most pressing PR questions.

Viva Las Vegas!

Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. Follow her on Facebook, Twitter, Instagram and Pinterest.
Lilian Rajiis a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.

The Latest

Saks on Amazon flagship window
MajorsMay 16, 2025
Saks Fifth Avenue, Amazon Partner on Luxury Online Storefront

Plus, parent company Saks Global announces plans to cut ties with up to 600 vendors.

Graphic for My Next Question webinar with guest Peter Smith
Recorded WebinarsMay 16, 2025
Watch: Physical Retail Is Not Dead

Peter Smith joined Michelle Graff to chat about the state of brick-and-mortar stores and share a few book and podcast recommendations.

Tejen Candy Bowl Torque Necklace
CollectionsMay 16, 2025
Piece of the Week: Tejen’s ‘Candy Bowl’ Torque Necklace

The necklace features a candy-colored Australian white opal in 18-karat Fairmined gold, as the brand was named a Fairmined ambassador.

antique_Vegas_2024_by_headshot_stories_9454.jpg
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the Globe

Gain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.

1 Camilla Dietz Bergeron.jpg
Supplier BulletinMay 15, 2025
Treasure Hunting at the Las Vegas Antique Jewelry and Watch Show

Sponsored by the Las Vegas Antique Jewelry and Watch Show

Weekly QuizMay 15, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
The Mediterranean Blue diamond
AuctionsMay 15, 2025
'The Mediterranean Blue' Diamond Sells for $21M at Sotheby’s

A private American collector purchased the 10-carat fancy vivid blue diamond.

Jessica McCormack Fruit Salad Campaign Imagery
CollectionsMay 15, 2025
Jessica McCormack’s ‘Fruit Salad’ Collection Is Fresh for Summer

The designer has taken the appeal of freshly picked fruit and channeled it into a capsule collection of earrings, necklaces, and pendants.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest Addition

Supplier Spotlight Sponsored by GIA

Stock image of diamonds
SourcingMay 15, 2025
Tariffs Take Toll on India’s Gem and Jewelry Industry in April

The country’s gem and jewelry exports fell 5 percent year-over-year last month, while imports declined 18 percent.

Disability advocate Catarina Rivera, JVC ADA compliance guide, circle of hands wearing jewelry
Policies & IssuesMay 15, 2025
State of Retail: How to Better Serve Customers With Disabilities

Around 54 million Americans and counting live with a disability. Here’s how to make your jewelry store and website more accessible.

Pope Francis
Policies & IssuesMay 14, 2025
Here’s What Happened to Pope Francis’ Ring

Before Pope Leo XIV was elected, a centuries-old procedure regarding the late pontiff’s ring was followed.

1998 Cosmograph Daytona, Ref.16516 Rolex
AuctionsMay 14, 2025
Custom Rolex Pulled From Sotheby’s Sale

The one-of-a-kind platinum Rolex Cosmograph Daytona was estimated to fetch up to $1.7 million.

Jeweler Constance Polamalu at Bloomstone, a store that specializes in lab-grown diamonds
Lab-GrownMay 14, 2025
State of Diamonds: What’s Next for Lab-Grown Diamonds?

While the product has entrenched itself in the market, retailers and consultants are assessing the next phase of the category’s development.

Surveillance footage Tiffany & Co. Seattle robbery
CrimeMay 14, 2025
Seattle Detectives Seek Public’s Help in Tiffany & Co. Robberies

The police are trying to identify the man suspected of robbing two Tiffany & Co. locations in the area.

Jeff Corey, new chairperson of the board for the Jewelers Board of Trade
MajorsMay 14, 2025
Jeff Corey Elected Chair of JBT Board

The well-known Maine jeweler takes over for Brian Fleming and will serve a one-year term.

Foundrae Ingot Pendant
Policies & IssuesMay 14, 2025
Foundrae Donates $11K to Ethical Metalsmiths

The donation was the result of the brand’s annual Earth Day Ingot event.

Eiseman Jewels ribbon cutting ceremony
IndependentsMay 13, 2025
Eiseman Jewels’ Renovated Dallas Store Is Bigger and Better

Located in NorthPark Center, the revamped store is nearly 2,000 square feet larger and includes the first Tudor boutique in Dallas.

Diamond Council of America
MajorsMay 13, 2025
DCA Announces New Learning Platform, Course Updates

The nonprofit has made updates to the content in its beginner and advanced jewelry sales courses.

Malyia McNaughton and Elyssa Jenkins-Pérez
MajorsMay 13, 2025
BIJC Launches New Education Fund

BIJC President Malyia McNaughton will shift roles to lead the new foundation, and Elyssa Jenkins-Pérez will succeed her as president.

Harwell Godfrey Snake Giza Ring, Foundrae Mind, Body Soul Story Necklace, Tiffany & Co. Tiffany Titan By Pharrell Williams Bracelet
TrendsMay 13, 2025
State of Jewelry Design: The Top 10 Jewelry Trends of the Past Decade

As a nod to the theme of JCK Las Vegas 2025, “Decades,” National Jeweler took a look back at the top 10 jewelry trends of the past 10 years.

Lightbox’s Reminiscence Poet earrings in 14-karat white gold with lab-grown diamonds
Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says

The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.

Stock image of shipping containers
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal

Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.

2025 CASE Award Submission Graphic
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025

The deadline to submit is June 16.

Lugano Diamonds store in Greenwich, Connecticut
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal Investigation

Moti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.

Coeur Percé Scapular Necklace and Love Baby Locket
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s Day

Lichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.

Gemfields emeralds
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in Zambia

The miner announced plans to recommence open-pit mining at Kagem.

Stock image of a man’s hands in handcuffs
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss

Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy