MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
Events & AwardsAug 01, 2017
How to Behave Online: A Panel Discussion
An education panel at the recent JA New York show covered social media etiquette for businesses and how to behave yourself when others don’t.
New York--Social media is a topic that gets a lot of coverage in the jewelry industry.
Retailers want to know what platforms are best for their business, what to post there, and where and how to spend their marketing dollars online.
One aspect of this world that does not get a ton of coverage, however, is how to behave online as a business, and how to react when others don’t.
Social media etiquette was the topic of an education session held last Monday afternoon at the JA New York show.
Prompted by an ugly exchange that erupted on Facebook earlier this year, the session featured four panelists: Levi Higgs, the archives and social media manager at David Webb; Dino Kuckovic, the customer experience manager at Falcon.io, a social media and customer experience management platform; Matthew Perosi of digital service agency Sapphire Collaborative; and attorney and author Joy Butler.
National Jeweler Associate Editor Ashley Davis served as the moderator.
The session opened with Kuckovic and Perosi offering some very simple advice when asked for an overall perspective on online behavior for businesses.
Be nice, Kuckovic said, and re-read what you write before posting, while Perosi advised taking into account two factors before deciding to share something.
No. 1: Ask yourself, is what I am posting worthwhile content for my business or a personal opinion? (If it’s an opinion, he said, keep it on your personal account.)
No. 2: Be careful when using humor, as that doesn’t always translate so well online or, for those companies that sell overseas, into other languages.
Butler, who is the author of “The Cyber Citizen’s Guide Through the Legal Jungle: Internet Law For Your Professional Online Presence,” opened with some legal advice about social media.
She said those using social media “influencers” to help generate buzz online must disclose in the post that the person is being compensated, whether it’s with cash or free product. Influencer disclosure, or lack thereof, has been an area of particular interest for the Federal Trade Commission this year.
Sweepstakes and contests, a common share for jewelers on social media, must be “no purchase necessary.” Otherwise, she said, what is being run is essentially an illegal lottery.
Butler also noted that those sharing on social media need to be wary of not violating any copyrights or trademarks. If, for example, a jeweler wanted to make a video to share on social media, they cannot
just use any song they would like as a soundtrack; songs, like movies and books, are subject to copyright protection.
The group also addressed authenticity--having a message that resonates and doesn’t seem forced or staged--something that even the biggest brands can struggle with in the social space. One example is Pepsi and the beverage brand’s recent fail with its Kendall Jenner protest ad, a spot that AdWeek described as “tone-deaf.”
So, how can jewelry brands and stores with a long history be authentic online today?
Higgs said the challenge for them at David Webb is that their namesake has passed away (Webb died in 1975) so they cannot use the original designer as a primary source. But what they can, and do, do is use the brand’s archives to get a sense of the look and feel of the brand and then translate that online, creating an Instagram feed that is bold and colorful.
Kuckovic added that social media events like “Throwback Thursday” (#TBT) offer jewelry brands and stores with a long history a great opportunity to reflect on that history and share with followers.
The group also discussed venting and bickering online and the subject that most often leads to both today--politics.
For a legal perspective, Butler said that while bickering and venting online certainly is legal, there is a point where it crosses into libel, a published or written statement that is both false and damaging to a person’s reputation.
You can, for example, say that all the jewelry in store A is ugly, but you cannot say that all the jewelry in store A is stolen, she said.
The consensus among the group was not to engage in too much back-and-forth online but, rather, if there is a disagreement, to reply once online to show you are acknowledging the issue and then offer to take the conversation offline.
They advised against getting into protracted arguments on social media sites, and Perosi and Kuckovic both said they would avoid getting into politics on business accounts entirely.
“You’re selling beautiful objects. Portray a beautiful attitude. Display that online,” Perosi said.
The group also addressed authenticity--having a message that resonates and doesn’t seem forced or staged--something that even the biggest brands can struggle with in the social space. One example is Pepsi and the beverage brand’s recent fail with its Kendall Jenner protest ad, a spot that AdWeek described as “tone-deaf.”
So, how can jewelry brands and stores with a long history be authentic online today?
Higgs said the challenge for them at David Webb is that their namesake has passed away (Webb died in 1975) so they cannot use the original designer as a primary source. But what they can, and do, do is use the brand’s archives to get a sense of the look and feel of the brand and then translate that online, creating an Instagram feed that is bold and colorful.
Kuckovic added that social media events like “Throwback Thursday” (#TBT) offer jewelry brands and stores with a long history a great opportunity to reflect on that history and share with followers.
The group also discussed venting and bickering online and the subject that most often leads to both today--politics.
For a legal perspective, Butler said that while bickering and venting online certainly is legal, there is a point where it crosses into libel, a published or written statement that is both false and damaging to a person’s reputation.
You can, for example, say that all the jewelry in store A is ugly, but you cannot say that all the jewelry in store A is stolen, she said.
The consensus among the group was not to engage in too much back-and-forth online but, rather, if there is a disagreement, to reply once online to show you are acknowledging the issue and then offer to take the conversation offline.
They advised against getting into protracted arguments on social media sites, and Perosi and Kuckovic both said they would avoid getting into politics on business accounts entirely.
“You’re selling beautiful objects. Portray a beautiful attitude. Display that online,” Perosi said.
More on Events & Awards
The Latest
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
SurveysDec 24, 2025
Consumer Confidence Falls Again in DecemberConsumers shared concerns about prices, inflation, tariffs, trade, and politics in the survey’s write-in response section.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
EditorsDec 19, 2025
2025 Jewelry Superlatives: A Yearbook-Style Year in Review The National Jeweler editors revisit the most noteworthy industry happenings and design trends from 2025.
