The first watch in the series commemorates his participation in the Civil Rights movement, marching from Selma to Montgomery in 1965.
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?

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
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.
The Latest

The catalog contains a complete listing of all the loose gemstones in stock, as well as information about the properties of each stone.

The company added a retailer dashboard to its site and three new birds to its charm collection, the cardinal, blue jay, and hummingbird.

As a leading global jewelry supplier, Rio Grande is rapidly expanding and developing new solutions to meet the needs of jewelers worldwide.

An additional 25 percent tariff has been added to the previously announced 25 percent.


The jewelry and accessories retailer plans to close 18 stores as part of the proceedings.

Its Springfield, Massachusetts, store is set to close as owner Andrew Smith heads into retirement.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

Designer Hiba Husayni looked to the whale’s melon shaped-head, blowhole, and fluke for her new chunky gold offerings.

She will present the 23rd edition of the trend forecasting book at Vicenzaoro on Sept. 7.

Omar Roy, 72, was arrested in connection with the murder of jeweler Dionisio Carlos Valladares.

The New Orleans-based brand’s “Beyond Katrina” jewels honor the communities affected by the storm.

Lilian Raji explains why joining an affiliate network is essential for brands seeking placements in U.S. consumer publications.

As summer winds down, celebrate the sunny disposition of the month’s birthstones: peridot and spinel.

Moshe Haimoff, a social media personality and 47th Street retailer, was robbed of $559,000 worth of jewelry by men in construction outfits.

Xavier Dibbrell brings more than a decade of experience to the role.

The addition of Yoakum, who will lead Kay and Peoples, was one of three executive appointments Signet announced Thursday.

The insurance company’s previous president and CEO, Scott Murphy, has split his role and will continue as CEO.

The nearly six-month pause of operations at its Kagem emerald mine earlier this year impacted the miner’s first-half results.

The necklace uses spinel drops to immortalize the moment Aphrodite’s tears mixed with her lover Adonis’ blood after he was fatally wounded.

The diamond miner and marketer warned last week that it expected to be in the red after significantly cutting prices in Q2.

Jewelers of America’s 35th annual design contest recognized creativity, artistry, style, and excellence.

Tratner succeeds Andie Weinman, who will begin stepping back from the buying group’s day-to-day operations.

The president made the announcement via Truth Social Wednesday, adding that India also will face a penalty for its dealings with Russia.

The luxury titan’s star brand Gucci continued to struggle amid a "tough" environment.

Its opening marks the completion of the retailer’s new 11,000-square-foot store in the Texas capital.

Respondents shared concerns about tariffs and commentary on the “Big Beautiful Bill.”