AuctionsDec 18, 2025
Audemars Piguet Reclaims Historic Pocket Watch at AuctionIt purchased the “Grosse Pièce,” an ultra-complicated Audemars Piguet pocket watch from the ‘20s, for a record-breaking price at Sotheby’s.
EditorsMar 18, 2014
The ‘generational reverb’
When I attended the Women’s Jewelry Association’s “In the Know” conference for the first time two weeks ago, I was blown away by all the speakers and the knowledge they had to share with the crowd.
One that really caught my attention was Benjamin Smithee of SPYCH Market Analytics, who was able to find a fresh way to discuss a much-talked-about issue in his brief speech--social media and how today’s users are influencing the consumer market.
According to Smithee, tastemakers are no longer just coming from the Millennial generation; social media and technology is closing the generation gap, as users constantly span more ages and generations. And, for the first time ever, Smithee said, we’re seeing a “generational reverb,” where a generation is not only influencing the ones that come after it, but the ones before it as well.
I had never thought of it in so many words before, but how true it is. My generation’s use of social media, tech, etc. has spread upstream as well as downstream. Our parents and even grandparents are taking cues from us about new ways to shop and be social, and technology allows for this transfer of knowledge to be faster than it ever has.
We’re also moving toward a mobile-first future. About 20 percent of consumers are already mobile-only, which begs the question for the jewelry industry, what are you doing to cater to this future? Is your website responsive, meaning it will adjust to any device? Are you allowing your consumers the opportunity to buy straight from their phone? If not, you could be missing a vital space for your business.
Additionally, we’re moving from social media to a “socialized web,” according to Smithee, which means that being social online is no longer just about a specific network page or site, it’s an attribute. For jewelers, and many other industries active on the Internet, this means that if you don’t have social media or it’s not engaging, you’re missing out on a critical way of reaching your clients.
He said the important part is providing a place for conversation to happen. The jewelry industry has an advantage on the social web not only because the product is so visual but also because of its reach across consumer groups. Fashion and luxury are categories that speak to many, and are part of a conversation that is constantly happening.
You can see what’s relatable and how people are using your product through the numerous posts, images and, especially, hashtags. Besides figuring out what’s trending and which hashtags you yourself should use, you can also
use the tool to see what time the most people are on and posting, meaning you’ll reach the most users. It’s a non-intrusive way to “ride the social wave.” This is how Smithee himself gets the brands he’s working with exposed to consumers.
(If you need more tips on how to establish an engaging, effective social media page, check out this story I wrote after attending a seminar at the JA New York Winter show led by Likeable Jewelers CEO Dave Kerpen.)
All this being said, it’s increasingly important for the industry to take a good look at social media strategy and where they can best fit into the rising socialized web, tapping into more age groups than ever before.
I’m happy National Jeweler can help provide a space for this conversation to happen. So tell us, what are your strengths and what do you think you could work on? What have you learned as you’ve established your own social voice? And are there any brands or stores that you think are really setting the best example?
(If you need more tips on how to establish an engaging, effective social media page, check out this story I wrote after attending a seminar at the JA New York Winter show led by Likeable Jewelers CEO Dave Kerpen.)
All this being said, it’s increasingly important for the industry to take a good look at social media strategy and where they can best fit into the rising socialized web, tapping into more age groups than ever before.
I’m happy National Jeweler can help provide a space for this conversation to happen. So tell us, what are your strengths and what do you think you could work on? What have you learned as you’ve established your own social voice? And are there any brands or stores that you think are really setting the best example?
More on Editors
The Latest
Supplier BulletinDec 18, 2025
Cell Jammers Are Targeting Your Business. Here's How to Beat ThemSponsored by Digital Monitoring Products
WatchesDec 18, 2025
Bob’s Watches to Open Store in New York’s JFK AirportThe boutique is slated to open this week inside Terminal 8, offering pre-owned Rolex watches and more to international travelers.
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.
Lab-GrownDec 18, 2025
Kira Jewels Debuts Custom Lab-Grown Diamond Jewelry ServiceThe lab-grown diamond grower now offers custom engagement and fashion jewelry through its Kira Custom Lab Jewelry service.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeDec 17, 2025
Man Pleads Not Guilty to Swallowing Fabergé PendantThe special-edition egg pendant ingested in a New Zealand jewelry store was recovered after a six-day wait.
CollectionsDec 17, 2025
Lucy Hale Stars in Jacquie Aiche’s Holiday CampaignThe “Love and Desire” campaign is inspired by the magic that follows when one’s heart leads the way, said the brand.
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.
GradingDec 17, 2025
SSEF Announces 2025 Scholarship WinnersTwo awardees will receive free tuition for an educational course at the Swiss lab, with flights and lodging included.
MajorsDec 16, 2025
Pandora’s New CEO Will Step Up EarlyBerta de Pablos-Barbier will replace Alexander Lacik at the start of January, two months earlier than expected.
AuctionsDec 16, 2025
Suzanne Belperron, JAR Shine in Sotheby’s First Auctions at New HQSotheby’s held its first two jewelry sales at the Breuer building last week, and they totaled nearly $44 million.
Events & AwardsDec 16, 2025
TJS Now Accepting Scholarship Applications for 2026Winners will receive free registration and lodging for its fourth annual event in Detroit.
ColumnistsDec 16, 2025
Beyond Unboxing: Creative Reveals to Drive Reach and EngagementHere are six ideas for making more engaging content for Instagram Reels and TikTok, courtesy of Duvall O’Steen and Jen Cullen Williams.
Events & AwardsDec 16, 2025
Diamonds Do Good Names 2026 Award RecipientsThe honorees include a notable jewelry brand, an industry veteran, and an independent retailer.
CrimeDec 15, 2025
Men Receive Life Sentences in Home Invasion Murder of Jeweler Carlos Jose Hernandez and Joshua Zuazo were sentenced to life without the possibility of parole in the 2024 murder of Hussein “Sam” Murray.
Policies & IssuesDec 15, 2025
Sara Yood Named Co-Chair of RJC Standards CommitteeYood will serve alongside Eduard Stefanescu, the sustainability manager for C.Hafner, a precious metals refiner in Germany.
IndependentsDec 15, 2025
M.S. Rau to Open Store in AspenThe New Orleans jeweler is also hosting pop-up jewelry boutiques in New York City and Dallas.
AuctionsDec 12, 2025
13.54-Carat Paraíba Tourmaline Sets Records at Christie’sSet in a Tiffany & Co. necklace, it sold for $4.2 million, the highest price and price per carat paid for a Paraíba tourmaline at auction.
MajorsDec 12, 2025
David Webb Reveals Ice-Cold Holiday Window DisplayThe jeweler’s “Deep Freeze” display showcases its iconic jewelry designs frozen in a vintage icebox.
CollectionsDec 12, 2025
Piece of the Week: Oscar Heyman’s Sphene RingTake luxury gifting to new heights this holiday season with the jeweler’s showstopping 12-carat sphene ring.
Events & AwardsDec 12, 2025
IGI Jewelry Design Contest Now Accepting SubmissionsThis year's theme is “Unveiling the Depths of the Ocean.”
TrendsDec 11, 2025
Pinterest 2026 Trend Report: Brooches, Bold Gold, Cool BlueIn its annual report, Pinterest noted an increase in searches for brooches, heirloom jewelry, and ‘80s luxury.
GradingDec 11, 2025
GIA to Offer Origin Determination for 3 More GemstonesStarting Jan. 1, customers can request the service for opal, peridot, and demantoid garnet.
IndependentsDec 11, 2025
Look Inside Day’s Jewelers’ Ninth StoreThe 111-year-old retailer celebrated the opening of its new location in Salem, New Hampshire, which is its third store in the state.
MajorsDec 11, 2025
Americas Gold Releases New Gold Chain CatalogThe new catalog features its most popular chains as well as new styles.
AuctionsDec 10, 2025
Francis Ford Coppola’s Watch Sells for $10.8MThe filmmaker’s personal F.P. Journe “FFC” prototype was the star of Phillips’ recent record-setting watch auction in New York.
WatchesDec 10, 2025
There’s A New Rolex Boutique in MiamiThe new location in the Design District pays homage to Miami’s Art Deco heritage and its connection to the ocean.
