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.
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
Editors' Picks
Sponsored by
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
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.
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.
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.
Weekly QuizJun 11, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
MajorsJun 09, 2026
Wilkerson's Russ Whitehouse RetiresThe industry veteran is bringing his 56-year run in the fine jewelry sector to an end.
CollectionsJun 09, 2026
Marie Lichtenberg’s New Capsule Collection Is a Smash, LiterallyInspired by a locket that got run over, the “Smash” capsule collection reimagines the shape of Lichtenberg’s signature style.
MajorsJun 09, 2026
Frederick Goldman Names Director of Sales for SoutheastThe company has promoted Katherine Whitacre to the role.
MajorsJun 08, 2026
Stuller Expands Selection of Lab-Grown Diamonds, Demi-Fine JewelryThe jewelry manufacturer has added Taylor Swift-esque diamond shapes, and more silver, gold vermeil, and gold-plated jewelry.
SourcingJun 08, 2026
Sally Morrison to Depart De Beers This Summer Morrison has been marketing diamonds on and off since the early 2000s and said she is leaving to “pursue new projects.”
TrendsJun 08, 2026
Amanda’s Style File: June’s Birthstone TrioThose born in June can celebrate with pearl, alexandrite, and moonstone jewelry.
TechnologyJun 08, 2026
Overnight Mountings Launches Ring Builder PlatformThe platform allows retailers to guide clients through a customizable engagement ring buying experience in a branded interface.
IndependentsJun 05, 2026
Pennsylvania Jewelry Store To Close After 79 YearsJim Springer, owner of Dunkelberger’s Fine Jewelry, is heading into retirement.
SurveysJun 05, 2026
Consumers to Cut Back on Spending Amid Rising Prices, Survey Shows When conducting its May consumer confidence survey, The Conference Board asked extra questions about consumers’ budgeting strategies.
CollectionsJun 05, 2026
Rebel Jewelry’s Charm Symbolizes Perseverance for Pride MonthThe “Tunnel” charm, our Piece of the Week, celebrates Pride Month with its design inspired by hope and the light at the end of the tunnel.
SourcingJun 05, 2026
State of Diamonds: The Way Forward for Natural DiamondsThe jewelry industry is reassessing its positioning as Gen Z reshapes the retail landscape and lab grown continues to gain market share.
AuctionsJun 04, 2026
Treasures from Maurice Tempelsman’s ‘Marvelous’ Life Head to AuctionUp for auction at Sotheby’s, the collection of Tempelsman’s personal effects includes a Cartier Tank watch Jackie O. gifted him.
CollectionsJun 04, 2026
Buddha Mama to Spend the Summer in AspenThe Miami-based fine jewelry brand will host its first summer residency in the Colorado mountain town from June 5 to Aug. 23.
