IndependentsOct 16, 2025
Retailer Hall of Fame 2025: Jeffrey Zimmer Jeffrey Zimmer's decades of leadership at Reeds Jewelers are defined by integrity, a love of sourcing gemstones, and a heart for community.
ColumnistsMar 18, 2021
Creative Connecting: The Best Apps for Social Media Marketing
Duvall O’Steen and Jen Cullen Williams compile a list of tools to make content creation easier and more effective.
Duvall O’Steen, left, and Jen Cullen Williams are independent communications strategists and senior consultants for the Luxury Brand Group. They can be reached at DuvallOsteenNYC@gmail.com or Jen@JenCullenWilliams.com.
As social media continues to become more important in fine jewelry marketing plans, how can jewelry brands and retailers save time while maintaining a thoughtful, curated presence and consistent brand messaging across their social media outlets?
There are now a wide variety of free or low-cost tools to make social media management easier, more efficient, and more productive for your brand.
Here, we have gathered the best apps to help with content creation, editorial calendars and posting schedules, virtual try-ons and even hashtag recommendations.
Content Creation Apps: Canva, Animoto, Unfold, Afterlight
We all know by now that creating compelling content is king in the world of social media. But using only the built-in features of most social media platforms may not create a unique enough brand story or aesthetic to captivate your audience.
The must-have content creation tool for all businesses is Canva, a graphic design platform that includes templates for users to create social media graphics and marketing materials like lookbooks, logos, presentations, posters, invitations, documents and other visual content.
Canva is intuitive and easy-to-use to create professional content individually or as a small teas, and it allows users to download, save, share and professionally print materials through “Canva Print.”
The platform gives users access to thousands of templates, icons, shapes, fonts, photo filters and stock images, some free and some that require a nominal charge. In addition to design tools and templates, Canva offers free educational courses and branding tutorials through its “Canva Design School.”
The best part is the platform is free with the option for upgrading to paid subscriptions for enhanced functionality.
For a consistent brand aesthetic in your social media feeds, using photo editing applications can help you maintain a cohesive look for your visual storytelling. Created by photographers, AfterLight is a subscription-based comprehensive, popular mobile image editing app.
Users can quickly and precisely adjust exposure, contrast, saturation and sharpness, as well as gain access to other powerful features like filters, texture, overlays, artwork, frames and borders.
For Instagram, Snapchat and Facebook Story creation, the app Unfold allows users to create engaging and stylized graphics from a variety of templates to transform photos, videos and text into beautiful, standout storyboards. Unfold offers a free version with options to upgrade to monthly and annual subscriptions with many additional features.
As video becomes an integral part of branding and marketing strategy, Animoto is another tool to easily create top-quality videos.
As a cloud-based video creation service, Animoto allows users to produce videos, ads, slideshows and digital presentations from photos and video clips with access to a music library, editing software and templates.
Videos can be downloaded and shared for free, and there are options to upgrade your subscription for access to additional features. As social media platforms like TikTok and Instagram Reels and IG TV continue to increase in popularity, Animoto is quickly becoming a must.
Scheduling Apps: Agorapulse, Buffer, Hootsuite, Sprout Social & More
Scheduling apps streamline your editorial calendar and allow you to plan posts in advance.
You could plan your social media calendar for the week or the month and put all of the content into the app at one time. You can also use these apps to post to multiple social media platforms simultaneously.
The primary benefit is time saving, but it also allows you to curate a consistent brand message across your social outlets, without having to be available for daily posting.
These apps are generally low cost, and most offer free service plans for a single social media account with a fairly low quantity of monthly posts and only one user. Or you can opt to pay for professional accounts (ranging roughly from $10/month to $99+/month) with pricing based on number of users and quantity of posts.
With so many great options, many people wonder which is best for their brand’s needs. We spoke with social media expert Janet E. Johnson to get the insider scoop.
“When I get asked about which software to use for scheduling on Facebook, Instagram, LinkedIn, Twitter and YouTube, I recommend Agorapulse,” says Johnson.
“This is what we use for our agency, and I have tried many. Basically, Agorapulse is the Mercedes Benz, and Buffer and Hootsuite are the Chevy's. Sprout Social is a close second [to Agorapulse].
“They all fulfill the purpose of scheduling, but Agorapulse has more bells and whistles. It offers scheduling, monitoring, an aggregated inbox (where you can respond to all platforms from one place), detailed reporting, excellent customer service and more.”
For Pinterest accounts, Johnson prefers Tailwind. “It serves a different purpose specifically for the Pinterest platform.”
TikTok fans will want to check out Loomly, Social Pilot and Crowdfire as these are now integrated with TikTok, as well as Pinterest. Some of these apps will also customize and tailor your post per platform, as a post for TikTok might be better formatted for Reels or Pinterest.
And if you are not posting on TikTok yet, check out our TikTop Tips in a previous Creative Connecting Column.
Virtual Try-On Apps: Camweara, TrueView Tablet App
A new trend for engaging users that has been gaining traction in the world of ecommerce, especially during the pandemic, is virtual try-on.
Popularized by eyewear brands like Warby Parker, virtual try-on apps utilize AR (augmented reality) technology to offer consumers the chance to see glasses and/or jewelry on their face or hands before buying.
Virtual try-on (VTO) can enhance a consumer’s comfort level when shopping online.
The app Camweara offers Instagram and Snapchat users real time renderings to see how jewelry will look on themselves. It also has built-in face beautification filters that help customers look and feel great as they virtually try on.
Camweara can be integrated into ecommerce, as well as social selling apps, utilizing product photos.
Trueview AR offers virtual try-on technology specifically for the jewelry industry. Using AR, Trueview allows shoppers to virtually place necklaces, earrings, rings and bracelets on necks, earlobes, fingers and wrists to see the product on before making the purchase.
According to Cortney Conde, Executive Director at Trueview AR, “Our virtual try-on experience is a web app integrated with ecommerce sites to deliver web try-on, and it allows brands to enable social sharing for their shoppers via a custom watermarked image that shoppers can download and share to their networks.
“As an example, Girl Up Collection worked with us to create a watermark that included their brand’s hashtag for tracking purposes, as well as brand awareness.”
In addition, Trueview AR will soon have VTO for social media apps, as well. “We are currently improving our AR plugin for ecommerce to integrate with Spark Studio AR for Facebook. This will allow our ecommerce clients to deliver the VTO experience currently enabled on their website to translate via Facebook and Instagram,” said Conde.
Mirelz is another company offering AR and virtual try-on, primarily to the fashion industry. But according to Glossy.co, fashion jeweler Kendra Scott has been using their try-on technology for earrings since April.
Fashion designer Rebecca Minkoff reported through Shopify that shoppers were 65% more likely to purchase a bag if they had viewed it in AR.
An added benefit of the virtual try-on tools is that they engage the customer and can turn fans into brand ambassadors. Encourage your followers to post their try-on pics using your preferred hashtag.
They can post their favorite designs or develop wishlists as hints to family and friends. Brands can also offer giveaways to stimulate more posting and keep people talking about the brand or the newest collection.
Tools To Enhance Reach & Engagement: #HashMe, kirakira+, A Color Story
Hashtags serve as searchable tags to enable social media users and blogs to cross reference content and topics, which ultimately help brands and to grow their audience and their engagement.
As you research hashtags to broaden your reach, consider using the hashtag generator app #HashMe. This clever new app helps you find relevant, trending hashtags related to your particular posts. Users upload a photo or input text and #HashMe’s recognition technology finds relevant and trending hashtags.
Copy the ones you want, and the app then opens Instagram to add the copied tags into a post for you.
Looking for more ways to use hashtags that potential customers might be searching or following? Check out our Hashtag Hacks column featuring tips and tricks on how to use hashtags on various platforms.
Jewelry photography and videography has always been challenging. It can be difficult to fully capture the brilliance and beauty of fine jewelry in a photo or video. To enhance colors and make imagery pop, the A Color Story app comes to the rescue.
This app provides access to movable effects, on-trend filters and other editing effects to make your imagery more visually compelling.
Another way to add sparkle to your jewels or videos? Enter the simple kirakira+ app.
It gained popularity in 2017 by adding sparkle and glitter effects via social media filters, and can bring even more shine to your jewelry photos and videos. The app creates attention-grabbing imagery for your feed or stories to “stop the scroll” and get more people to take notice of your brand.
There are many other apps and resources available to strengthen and amplify your social media presence. What apps and tools does your business use? Is there anything you can’t live without? We would love to hear from you.
More on Columnists
The Latest
AuctionsOct 16, 2025
Sotheby’s Introduces Custom Jewelry ServiceThe new high jewelry design and production process takes 30 days or less from concept to completion, the auction house said.
MajorsOct 16, 2025
Oscar Heyman’s Holiday Catalog Is Out, and It’s SpectacularThe holiday catalog for 2025 features never-before-seen images of more than 100 one-of-a-kind masterpieces.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsOct 16, 2025
Foundrae Adds To ‘United in Love’ CollectionThe brand has released a second installment of its collection of traditional and non-traditional commitment heirlooms.
Weekly QuizOct 09, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsOct 15, 2025
Retailer Hall of Fame 2025: Kathy CoreyCorey rescued New England chain Day’s Jewelers, preserving its legacy with strong people skills, pragmatism, and a “get-it-done” attitude.
CrimeOct 15, 2025
Men Receive Lengthy Prison Sentences for 2023 Murder of Colorado JewelerCharles Robinson Shay was sentenced to life in prison plus 120 years while his accomplice, Michael James McCormack, got 75 years.
Brought to you by
JA New York Fall Is Right Around the CornerThe upcoming show provides savvy retailers with the opportunity to stock their cases with best sellers in advance of the holiday season.
Events & AwardsOct 15, 2025
‘Douriean Fletcher: Jewelry of the Afrofuture’ Opens at MADThe Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.
Events & AwardsOct 15, 2025
JCK, Luxury to Debut New Watch Section in Vegas Next YearTimepieces at Luxury will take place at The Venetian and, like Luxury, will be invitation-only for the first two days.
AuctionsOct 15, 2025
Christie's Announces New Jewelry Department LeadershipThe auction house named a new global head of jewelry, as well as a new head of the jewelry department for the Americas.
IndependentsOct 14, 2025
Retailer Hall of Fame 2025: Tom DixonAs chairman of Schwanke-Kasten Jewelers, Tom Dixon has been tasked with honoring the past and shaping the future of the family-run store.
Events & AwardsOct 14, 2025
Here Are the Winners of the BIJC, JA ‘Emerging Jewelers’ Grant Katty Villapando Lyte and Mica Rencher received a $10,000 grant for their business, Shimmer Culture LLC.
IndependentsOct 14, 2025
Day’s Jewelers Crafts Custom Jewelry for No.1 NBA Draft Pick Cooper FlaggThe parents of the Dallas Mavericks rookie bought their engagement ring at a Day’s store in Bangor, Maine, in 1997.
SourcingOct 14, 2025
Pragnell Debuts Kitulo Garnet Jewelry The UK-based brand sourced the gemstones, which are fully traceable, from an artisanal mining community in Tanzania.
CollectionsOct 10, 2025
Count Down to the Holidays With Astrid & Miyu’s Advent CalendarsThe trio of Advent calendars include a version with 18-karat gold and lab-grown diamond jewelry in a red lacquer jewelry box.
CollectionsOct 10, 2025
Piece of the Week: Marla Aaron’s ‘Nymphenburg Lock’Created in collaboration with Nymphenburg Porcelain, the lock is part of a four-piece collection that took two years to bring to fruition.
MajorsOct 10, 2025
Frederick Goldman Names New VP of SalesJewelry industry veteran Alisa Bunger has taken on the role.
SourcingOct 09, 2025
Feriel Zerouki Is Leaving De Beers The company and industry leader’s two-decade tenure with De Beers will come to a close at the end of the month.
AuctionsOct 09, 2025
This Fabergé Egg Could Crack $27M At Auction“The Winter Egg” set the world auction record for a Fabergé piece twice at previous Christie’s sales.
MajorsOct 09, 2025
Sy Kessler Buying Watch Batteries as Silver Hits Record High The company will pay 1.5x silver’s current spot price for each pound of silver oxide batteries submitted.
CollectionsOct 09, 2025
Katkim Launches First Men’s CollectionThe line includes a “Shadow” series crafted exclusively for the new men’s offering and reimagined styles from the brand’s core collections.
SourcingOct 09, 2025
Gemfields’ Mini Mixed-Quality Ruby Auction Garners $11MThe rough on offer was recovered from a newer area at the Montepuez mine.
SourcingOct 08, 2025
In ‘Storied Diamond,’ Jared Jewelers Is Emphasizing the Journey The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.
CollectionsOct 08, 2025
Emily P. Wheeler Shifts Into Neutral for Latest ‘Ombré’ CollectionThe champagne colorway in her newest “Ombré” collection combines white and trendy brown diamonds, a departure from her usual vibrant hues.
CollectionsOct 08, 2025
Tsuba Designs Inspire Monica Rich Kosann’s New CharmsKosann partnered with the Museum of Fine Arts, Boston, to create a set of necklaces inspired by the artwork on samurai sword handguards.
CrimeOct 07, 2025
Men Who Posed as Utility Workers Found Guilty in Jeweler’s MurderCarlos Jose Hernandez and Joshua Zuazo face life in prison for the October 2024 murder of 72-year-old Detroit-area jeweler Hussein Murray.
