IndependentsSep 04, 2026
Orloff Jewelers Will Soon Unveil a Bigger, Better LocationThe California jeweler is renovating its store in Fresno, with plans to show off the new space in December.
EditorsMar 17, 2017
Knowledge Sharing: Social Media, Customer Acquisition
Our Editor-in-Chief shares links, tips and tricks from the recent Idea Exchange at the JA New York show.
Jewelers of America (which became the owner of this publication in February 2015) tried out something new at the recently concluded JA New York Spring show: an “Idea Exchange.”
The idea behind it was to set it apart from regular education sessions by making it more of a roundtable discussion--getting jewelers and, as it turned out, manufacturers and designers to sit down together and share best practices, rather than asking them to sit in a room and listen to someone talk at them.
For this first Idea Exchange, there were two separate tables discussing two different topics: social media and customer acquisition.
We’ll start with social media since that’s where I was sitting.
One of the main takeaways from the discussion was that when it comes to social media, regularity is key.
You can’t post on a social media site once a month or even just once a week. You have to post every day, preferably more than once a day. (There was one person at the table who said they posted five times a day, but I think this seems like a little much. I would go with two at minimum and four at maximum.)
Also key is having photography that interests your followers.
So, don’t be afraid to get creative with your social media shots; take some jewelry with you when you go to the beach or out to dinner at a nice restaurant, one attendee suggested, and snap some shots that you can save for later.
Also, stock up on social media content while at you’re at trade shows that offer interesting backdrops, like Tucson, New York and Las Vegas, and share them later. (For security reasons, it’s not always a good idea to advertise that you’re out of town in real time.) It will be interesting for your followers to see where you go to source your jewelry, and it will also ensure that you have content filed away for days when you are consumed with other tasks or out of fresh ideas for photos.
Though she wasn’t present for the Idea Exchange, I’d also like to loop in a few ideas that I gleaned from Marion Fasel, who participated in a panel on social media that took place on the first day of the JA New York show.
Marion spent nearly 19 years as the jewelry editor at InStyle and recently started her own online magazine, The Adventurine. If you haven’t checked out her site,
you should, and I would also recommend looking at the publication’s Instagram if you need an example of a really well-done Instagram account involving jewelry.
While Marion is not faced with the same challenges as a retail store owner, she is trying to do the same thing as jewelers are with their social media accounts--generate interest in jewelry and drive traffic to a website.
Like those involved in the knowledge sharing session, she emphasized the importance of both regularity in posting and quality in photographs.
The posting benchmark Marion has set for herself is four times a day, and she does so at the same time of day too: 9 a.m., noon, 3 p.m. and 9 p.m.
I have started applying this tactic to National Jeweler’s Facebook posts, using a free, automated posting service called HootSuite to set the 9 p.m. post. (I schedule it right after I do the 3 p.m. post so I don’t forget.) So far, my 9 p.m. posts have performed well, helping to drive traffic to NationalJeweler.com during a time that’s otherwise quiet for us.
If a post doesn’t resonate with your audience, forget it and move on, she said, even if you think it was great. Conversely, don’t be afraid to rerun a post that resonated.
Regarding quality photographs for social media, Marion had some simple tips: use natural lighting and get close up to the jewelry. Yes, it’s good to have an interesting background but, ultimately, the shot should be about the product.
The second table at the Idea Exchange focused on customer acquisition.
The main takeaway was that today, reviews--particularly online reviews--and referrals are the most important ways to get new customers. They must be part of the sales process and, more importantly, employees must understand that they are part of the sales process.
A few of the retailers at the table said they are using online platforms to help cultivate and manage reviews like Podium and Reputation Stacker.
Another, and much more old-school way of doing it, was to hand out business cards to customers at the point of sale for them to share with friends.
Still another retailer said they offer services that usually come with a small fee--changing a watch battery or cleaning a ring, for example. In offering the service, they mention that they would appreciate a review and/or referral.
The customer acquisition table also came to a consensus on a big internal challenge for jewelers that nobody at the table had a solution for: how to motivate staff to make phone calls for clienteling purposes.
If anybody has anything to add about social media or customer acquisition and retention, feel free to do so in the comments below or email me at michelle.graff@nationaljeweler.com.
Plans call for another Idea Exchange to take place at the JA New York Summer show (July 23 to 25), so if you have any topics you’d like to see discussed, feel free to send those through too.
Have a great weekend!
A post shared by Marion Fasel (@theadventurine) on Feb 26, 2017 at 9:39am PST
While Marion is not faced with the same challenges as a retail store owner, she is trying to do the same thing as jewelers are with their social media accounts--generate interest in jewelry and drive traffic to a website.
Like those involved in the knowledge sharing session, she emphasized the importance of both regularity in posting and quality in photographs.
The posting benchmark Marion has set for herself is four times a day, and she does so at the same time of day too: 9 a.m., noon, 3 p.m. and 9 p.m.
I have started applying this tactic to National Jeweler’s Facebook posts, using a free, automated posting service called HootSuite to set the 9 p.m. post. (I schedule it right after I do the 3 p.m. post so I don’t forget.) So far, my 9 p.m. posts have performed well, helping to drive traffic to NationalJeweler.com during a time that’s otherwise quiet for us.
If a post doesn’t resonate with your audience, forget it and move on, she said, even if you think it was great. Conversely, don’t be afraid to rerun a post that resonated.
Regarding quality photographs for social media, Marion had some simple tips: use natural lighting and get close up to the jewelry. Yes, it’s good to have an interesting background but, ultimately, the shot should be about the product.
The second table at the Idea Exchange focused on customer acquisition.
The main takeaway was that today, reviews--particularly online reviews--and referrals are the most important ways to get new customers. They must be part of the sales process and, more importantly, employees must understand that they are part of the sales process.
A few of the retailers at the table said they are using online platforms to help cultivate and manage reviews like Podium and Reputation Stacker.
Another, and much more old-school way of doing it, was to hand out business cards to customers at the point of sale for them to share with friends.
Still another retailer said they offer services that usually come with a small fee--changing a watch battery or cleaning a ring, for example. In offering the service, they mention that they would appreciate a review and/or referral.
The customer acquisition table also came to a consensus on a big internal challenge for jewelers that nobody at the table had a solution for: how to motivate staff to make phone calls for clienteling purposes.
RELATED CONTENT: Coach’s Corner: The Truth About ClientelingIt is not something staff members enjoy doing, the retailers reported, because they feel like it’s invasive, which is understandable in an era when our phones ring so infrequently.
If anybody has anything to add about social media or customer acquisition and retention, feel free to do so in the comments below or email me at michelle.graff@nationaljeweler.com.
Plans call for another Idea Exchange to take place at the JA New York Summer show (July 23 to 25), so if you have any topics you’d like to see discussed, feel free to send those through too.
Have a great weekend!
More on Editors
The Latest
CollectionsSep 04, 2026
Chelsea Gabrielle Transforms Pilates Reformer Springs Into Ring A lifelong practitioner of Pilates, Gabrielle looked to the springs’ tension and suspension when creating this ring, our Piece of the Week.
Events & AwardsSep 04, 2026
JCK Industry Fund Accepting 2027 ApplicationsThe deadline to apply is Nov. 13.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
AuctionsSep 04, 2026
Christie's Names New Global Head of WatchesThe auction house has promoted Remi Guillemin, formerly its head of watches for the Americas and EMEA, to the role.
Weekly QuizSep 03, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
Events & AwardsSep 03, 2026
Here Are the First Recipients of Nina Pugliese Memorial Scholarship Jewelers of America also revealed the recipients of the Seymour & Evelyn Holtzman Bench Scholarship and its own scholarship programs.
WatchesSep 03, 2026
Robert Pattinson Joins Jaeger-LeCoultre as Brand AmbassadorThe British actor, known for his roles in “Twilight” and “The Odyssey,” will star in a campaign for the Master Control Chronometre.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
CollectionsSep 03, 2026
Sydney Evan Celebrates 25 Years With 4 New CollectionsThe “Confetti Disco,” “Champagne Cheers,” “Tuxedo,” and “Classic Punk” jewelry collections each capture a distinct spirit of celebration.
CrimeSep 02, 2026
CA Jeweler Gets 5 Years in ‘Phantom Rolex’ Ponzi SchemeNelson Holdo of Newport Beach pleaded guilty to multiple counts of felony grand theft and writing bad checks and was sentenced Monday.
AuctionsSep 02, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s “significant” collection of cat jewelry and other objects is going up for auction.
MajorsSep 02, 2026
Messika Names Former Omega Exec as New President, CEO of AmericasArnaud Michon, the former Omega USA President, will now lead Messika’s Americas region during its international development.
Events & AwardsSep 02, 2026
Emerald’s New Owner Introduces ‘Glitter in the Grove’The branding references the back-to-back jewelry shows that new parent company Forge will host in Miami's Coconut Grove this November.
AuctionsSep 01, 2026
UK Woman Uncovers Rare Patek Philippe Watch in Mom’s Jewelry BoxThe stainless steel Patek Philippe “Calatrava” watch from the 1930s sold for nearly $80,000 at a recent Hansons Cornwall auction.
ColumnistsSep 01, 2026
Your Jewelry Marketing Has a Bridal ProblemEngagement rings are important but don’t ignore the customers who are buying jewelry “just because,” Emmanuel Raheb writes.
MajorsSep 01, 2026
Kering Names New Pomellato, DoDo CEOsFormer Pomellato CEO Sabina Belli has been named president of Kering Italia amid a shakeup of Kering's new Jewelry division.
MajorsSep 01, 2026
Anne Marie Shulman Joins GPA GlobalThe veteran luxury packaging executive was appointed to help the company grow its North American business.
CrimeAug 31, 2026
$4M Van Cleef & Arpels Diamond Necklace Snatched From Vienna Museum Once the property of an Egyptian queen, the necklace was part of a larger exhibition of VCA jewelry at the Museum of Applied Arts (MAK).
GradingAug 31, 2026
GIA, Gübelin Gem Lab Confirm New Paraíba Tourmaline Deposit in EthiopiaThe labs’ separate investigations each determined that the East African country is producing copper-bearing tourmaline.
Events & AwardsAug 31, 2026
Wisconsin Museum to Host Jewelry Exhibition“Chicago Collects: Jewelry in Perspective” at the Oshkosh Public Museum will feature works by Fabergé, Lalique, and Louis Comfort Tiffany.
CollectionsAug 31, 2026
Catbird Launches First Men’s Jewelry CollectionThe “Worn Well” collection is Catbird's take on classic men's jewelry.
CollectionsAug 28, 2026
Dolly Parton Would Have Loved This Butterfly Necklace This Buddha Mama butterfly is our Piece of the Week honoring the legend, who embraced the beautiful insect as her symbol.
SourcingAug 28, 2026
Gareth Penny to Give Opening Speech at CIBJO Centenary CongressThe former De Beers CEO, and perhaps its next owner, will be a featured speaker at the event, slated for Sept. 4-7 in Italy.
IndependentsAug 28, 2026
Day’s Jewelers Honored With 3 Workplace AwardsThe employee-owned jeweler was named a “Best Place to Work” in Maine, New Hampshire, and for women.
CollectionsAug 27, 2026
Pandora Expands ‘Talisman’ Collection as Lawsuit Continues The second iteration of the jewelry collection was inspired by the zodiac and the four elements: earth, water, air and fire.
SourcingAug 27, 2026
OFAC Renews License Allowing Import of ‘Grandfathered’ Russian Diamonds General License 104B supersedes General License 104A, which was set to expire on Sept. 1.
CrimeAug 27, 2026
Customs Seizes Nearly 900 Pieces of Counterfeit JewelryThe package, intercepted in Indianapolis, contained fake Cartier, Tiffany & Co., and Van Cleef and Arpels jewelry.
