Events & AwardsApr 01, 2026
AGA Opens 2026 Gemological Scholarship, Research Grant ApplicationsApplications are open for the AGA Gemological Scholarship Program through May 15, and until June 2027 for the Gemological Research Grant.
OtherDec 10, 2013
4 social media ideas for the holidays
With the season in full swing, jewelers and designers are taking their Facebook, Twitter, Pinterest and Instagram accounts to the next level. Read on to see how they’re using these social tools to engage consumers.
Borsheims’ holiday social media promotion asks participants to capture an emotional photo of someone receiving jewelry from the retailer. The winner gets their money back, up to $2,500.
New York--Jewelers and designers have, for quite some time now, been versed on the importance of having an online presence, namely a social media account.
Now, with the holiday season in full swing, jewelry industry professionals are taking their Facebook, Twitter, Pinterest and Instagram accounts to the next level: in addition to showcasing product, they’re advertising deals, promotions and sweepstakes, getting followers even more involved in their brands.
Here’s a look at four examples of social media holiday campaigns.
--Instagram your deals. Designer Wendy Brandes created an Instagram account for her business in time for the holidays, particularly to promote her Cyber Monday sale. On it the brand shares product images, placement in publications such as Cosmopolitan and jewelry adorning the wrists, fingers and necks of fans.
The account, @WendyBrandesJewelryPR, is run by Brandes’ public relations and marketing coordinator, Eryn Patton.
“Social media has been the No. 1 mover of my jewelry since 2008,” Brandes said. “I have an account (Instagram) that gives fans exactly what they want. People have asked for website links or my contact information in the comments on various items and followed up with purchases. That’s happened with both existing and new customers.”
The Cyber Monday Instagram promotion offered 85 percent off select Wendy Brandes’ pieces.
“(There were) crazy sales for Cyber Monday. I was up until 5 a.m. dealing with orders,” Brandes said, adding that she’ll do another Instagram promotion for Valentine’s Day.
--Give promotions a facelift with Facebook. “The best gift this year may just be free,” Borsheims is telling its customers, if they submit a winning photo or video to the store’s Facebook page that captures the emotions of someone unwrapping a gift from Borsheims.
If their photo or video is chosen as the winner, that participant wins their money back (for the value of a purchase of one item up to $2,500).
The contest is open only to users who “like” the Borsheims Facebook page.
--Harness the power of the hashtag. Helzberg Diamonds is giving its social media fans a chance to “bling” in the New Year by asking them to share their favorite holiday look on Instagram, Twitter, Facebook, Pinterest or Polyvore and tag the image with “#Helzberg” and “#BlingInTheNewYear.”
The winner will receive a sterling silver and diamond pendant from Helzberg’s new collection, The Beat of Your Heart.
--Play up engagement season. Robbins Brothers, which has
locations in California, Washington and Texas, has partnered with California attraction the Queen Mary Chill to offer a wedding sweepstakes that will afford one couple a wedding package worth more than $15,000.
The contest asks participants to capture their unique proposal on video and upload it online by Jan. 1, where the public will vote to determine their top three video choices. A winner then will be selected from the finalists and given the wedding package.
Robbins Brothers is promoting the event via its Facebook page, as well as on its website.
For more holiday ideas, check out National Jeweler’s stories on 21 sales tips and 17 security considerations for the season.
More on Other
The Latest
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
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.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
Weekly QuizMar 26, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
SourcingMar 31, 2026
GIA VP Jillian Wolk to Take Over at Tracr Wolk’s first day on the job as CEO of Tracr, De Beers Group’s blockchain platform, will be May 1.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
EditorsMar 30, 2026
Tom Moses Looks Back on His Decades at GIA Moses, who will leave the lab in May after nearly 50 years, discusses his start in the business, gemstones that stand out, and what’s next.
TrendsMar 30, 2026
Oscar Heyman Debuts First Spring CatalogThe new catalog, which showcases 35 one-of-a-kind pieces of jewelry, is a compliment to the company’s popular holiday catalog.
SourcingMar 30, 2026
Rio Tinto Hauls Last Load from DiavikProduction has ceased at the Canadian diamond mine, which has yielded more than 150 million carats of rough diamonds in its 23-year run.
MajorsMar 30, 2026
Tanishq Opens First New England LocationThe store opening marks the 10th United States location for the India-based jewelry retailer.
MajorsMar 27, 2026
Saks Global Has Changed Its Mind About Closing These 3 StoresTwo Saks Fifth Avenue locations, one in Florida and one in California, and one Neiman Marcus store are off the chopping block.
IndependentsMar 27, 2026
Jimmy West, Longtime LJG Executive Director, Dies at 72West, who started in the art department at the Leading Jewelers Guild in 1979, is remembered for his patience, kindness, and dedication.
CollectionsMar 27, 2026
Itä’s ‘Yarí Whirl’ Ring Tells Every Side of the StoryIn the “Tesoro” version of the ring, our Piece of the Week, each side of the gold hexagonal nugget has a unique colored gemstone design.
WatchesMar 26, 2026
Q&A: Citizen Watch America President Jeffrey Cohen on Eco-Drive’s 50th AnniversaryCohen discusses the evolution of Citizen’s light-powered technology, the brand’s cross-generational appeal, and tariffs.
IndependentsMar 26, 2026
Peter Smith Pens Book on Human Behavior in Sales“Essentially Human: On Sales and Salespeople" reveals the underlying human traits and behaviors of the most successful sales professionals.
CollectionsMar 26, 2026
Lionheart Celebrates 13 Years of ‘Cassandane’The collection features symbols of love, luck, and light, based on the story of Queen Cassandane and Cyrus the Great of Persia.
Events & AwardsMar 26, 2026
NAJA, Instappraise Introduce New ScholarshipIt’s the third scholarship to be launched as part of the partnership to help appraisers advance their professional credentials.
Events & AwardsMar 26, 2026
JA Still Accepting Entries for 2026 CASE AwardsThe deadline for entries in the jewelry design competition has been extended to April 3.
SourcingMar 25, 2026
Rob Bates Steps Down as JCK News Director After 28 years with JCK, the veteran industry journalist is launching his own publication on Substack called The Jewelry Wire.
GradingMar 25, 2026
New York’s Natural History Museum, Wiley To Build Minerals DatabaseWiley said the project will give scientists worldwide access to the American Museum of Natural’s History renowned mineral collection.
CollectionsMar 25, 2026
Boochier Turns Flower Friendship Bracelets Into Fine JewelryThe “Flower Puff” collection looks to beaded flower friendship bracelets from childhood, turning the silhouette into nostalgic fine jewelry.
Policies & IssuesMar 25, 2026
Community for Ethical Jewelry to Host Bench Jeweler Shortage WebinarSet for April 2, the webinar will discuss how the jewelry industry can address the workforce gap.
IndependentsMar 24, 2026
Lisa Bayer, Illustrator and Beloved Member of the Muse Family, Dies at 64Bayer, founder of Lisa Bayer Designs, is remembered as “a bright light in every room.”
AuctionsMar 24, 2026
White Diamonds Shine In Christie's Jewels Online SaleThe highest-grossing lot was a Tiffany & Co. ring set with a flawless, emerald-cut diamond of 10 carats.
SourcingMar 24, 2026
AGTA Solidifies Tucson Dates For 2027-2029The next three editions of AGTA GemFair Tucson will feature a five-day show that includes Sunday.
