CrimeApr 28, 2025
Customs Seizes Nearly 2,000 Pieces of Counterfeit Van Cleef & Arpels JewelryU.S. customs agents in El Paso, Texas, intercepted the package, which would have been worth $9 million if the jewelry was genuine.
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
TrendsApr 28, 2025
Suzanne Kalan Launches Tech Ring Jacket CollectionHealth monitors become statement pieces when paired with the brand’s new collection of stackable diamond-studded bands.
IndependentsApr 28, 2025
John Atencio Appoints 2 to Wholesale TeamKim Carpenter and Sam Gevisenheit have joined the brand.
Brought to you by
Emerging Jewelers Accelerator Program Announces Second Cohort of Aspiring Jewelry Entrepreneurs Six new retail businesses were selected for the 2025 program, which began in January.
CollectionsApr 25, 2025
Sylvie Looks to Water in New Sculptural Bridal Collection“Shell Auranova” is the next generation of the brand’s bridal line, featuring half-bezel engagement rings with bold and fluid designs.
Weekly QuizApr 24, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
FinancialsApr 25, 2025
Kering’s Jewelry Brands Persevere as Q1 Sales Sink 14%Boucheron and Pomellato performed well in an otherwise bleak quarter for Kering amid struggles at Gucci.
EditorsApr 25, 2025
Piece of the Week: Deborah Meyers Experience’s ‘The Birds’ EarringsDesigner Deborah Meyers created her birds from oxidized sterling silver, rose-cut diamond eyes, and Akoya Keshi pearl feathers.
Brought to you by
Protect Your Customers and Your BusinessThe risk of laboratory-grown diamonds being falsely presented as natural diamonds presents a very significant danger to consumer trust.
SourcingApr 25, 2025
De Beers Sales, Production Fall in Q1 Amid UncertaintyThe company said it expects sightholders to remain “cautious” with their purchasing due to all the unknowns around the U.S. tariffs.
Supplier BulletinApr 24, 2025
Protect Your Customers and Your BusinessSponsored by the Gemological Institute of America
EditorsApr 24, 2025
Q&A: Wolf’s CEO Talks U.S. ExpansionSimon Wolf shares why the time was right to open a new office here, what he looks for in a retail partner, and why he loves U.S. consumers.
IndependentsApr 24, 2025
Longtime Iowa Jeweler Herman Ginsberg Dies at 99 A third-generation jeweler, Ginsberg worked at his family’s store, Ginsberg Jewelers, from 1948 until his retirement in 2019.
FinancialsApr 24, 2025
Charles & Colvard Delisted From Nasdaq Due to NoncomplianceThe company failed to file its quarterly reports in a timely manner.
SourcingApr 24, 2025
Young Diamantaires Transition to NonprofitThe organization also announced its board of directors.
TrendsApr 24, 2025
Amanda’s Style File: So CharmingCharms may be tiny but with their small size comes endless layering possibilities, from bracelets to necklaces and earrings.
MajorsApr 23, 2025
Bulgari Doubles Size of Jewelry Factory in ItalyLocated in Valenza, the now 355,000-square-foot facility includes a new jewelry school that’s open to the public, Scuola Bulgari.
AuctionsApr 23, 2025
Rare Custom Rolex Daytona Heads to AuctionA platinum Zenith-powered Daytona commissioned in the late ‘90s will headline Sotheby’s Important Watches sale in Geneva next month.
MajorsApr 23, 2025
David Yurman’s New Campaign Stars Carmelo Anthony, Jaylen BrownThe basketball stars wear men’s jewelry from the “Curb Chain” collection.
MajorsApr 22, 2025
Zales’ Rebrand Takes Playful Approach to Fine JewelryThe Signet Jewelers-owned retailer wants to encourage younger shoppers to wear fine jewelry every day, not just on special occasions.
AuctionsApr 22, 2025
Christie’s to Auction JAR Jewelry CollectionThe 21 pieces, all from a private collector, will be offered at its Magnificent Jewels auction next month.
ColumnistsApr 22, 2025
The PR Adviser: Building Buzz Through Word of MouthLilian Raji answers a question from a reader who is looking to grow her jewelry business but has a limited marketing budget.
GradingApr 22, 2025
Avi Levy Is GCAL By Sarine’s New Chief Growth OfficerGCAL by Sarine created the new role to sharpen the company’s focus on strategic partnerships and scalable expansion.
IndependentsApr 22, 2025
Brinker’s Jewelers Acquires Fellow IndependentThe Indiana jeweler has acquired Scottsdale Fine Jewelers in Scottsdale, Arizona.
Events & AwardsApr 21, 2025
An Exhibition Exploring the History of Cartier Is Now on Display“Cartier: Design, Craft, and Legacy” opened earlier this month at the Victoria and Albert Museum in London.
IndependentsApr 21, 2025
New York Jeweler to Close After 111 YearsVan Cott Jewelers in Vestal, New York, is hosting a going-out-of-business sale.
IndependentsApr 21, 2025
IJO Names New Director of Vendor Relations, Merchandise StrategyIndustry veteran Samantha Larson has held leadership roles at Borsheims, McTeigue & McClelland, Stuller, and Long’s Jewelers.
Events & AwardsApr 21, 2025
Jewelers of Louisiana, Mississippi Jewelers Association to Co-Host ConventionThe two organizations will hold the educational event together this fall in Mississippi.
