SourcingJun 01, 2026
Gemfields’ Higher-Quality Emerald Auction Achieves $26.8MThe miner said demand for higher-quality emeralds is stable, but there is notable caution in the market.
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?
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.
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.
More on Events & Awards
The Latest
CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
Lab-GrownMay 20, 2026
Savannah Friedkin Jewelry Names New CEOFormer Stephanie Gottlieb Fine Jewelry executive Morgan P. Richardson is joining the lab-grown diamond jewelry brand.
