Lab-GrownMay 12, 2025
Lightbox to Go Dark by Summer, De Beers Says The company plans to halt all consumer-facing activity this summer, while Lightbox factory operations will cease by the end of the year.
OtherOct 28, 2013
Is your brand fostering long-term relationships?
Columnist Diane Warga-Arias describes how a luxury brand can create long-lasting relationships with its customers, as opposed to just short-lived flings.
Diane Warga-Arias, the Jewelry Activist, is a veteran industry communications authority whose postings can be read on www.JewelryActivist.com.
I want a love affair and a relationship from a luxury brand! Oh, the excitement of being seduced by great design or the sparkle of a flawless diamond! For that excitement to evolve into a relationship, a customer-focused brand does their best to get-to-know-me and shows that they care. Lots of brands know how to capitalize on an initial excitement and eventually deserve my following (for a time). But long lasting relationships requires on-going attention and excitement.
Great jewelry brands know how to move consumers from moments of delight to a longer-standing relationship … with regular communications, great service and conversations that are ongoing and engaging. So, delight continues, brand loyalty may emerge, but too often surprises seem to disappear and the purchase cycle gets longer/slower.
“Surprise” is not the same as “delight”
We can be captivated by the anticipation of the unknown, as much as from the sparkle at hand and a dependable connection. So, if a jewelry brands ceases to surprise … well, even a long-standing relationship can eventually fade away. Too many jewelry brands (both retail and designer brands) seem to think that once they captivate a woman’s attention and form a relationship, as evidenced by sales and a continuing conversation, they seem to stop trying to surprise. Oh yes, they continue to send emails and pictures of jewelry that is aligned with what was purchased previously. They know about upcoming birthdays and anniversaries. They even send interesting and engaging stories or illustrations just because they are confident that we will like them. But, why do the surprises stop? Is Amazon the culprit? Does their brilliant Customer Relationship Management model not work for jewelry retailers? True, it is wonderful that no matter how long it has been since I visited Amazon, they instantly recognize me and even make suggestions. They anticipate my needs and wants and that ability should be an aspiration for every e-commerce site and every brick-and-mortar store! But when it comes to jewelry I think women (including me) want even more. I want to be personally surprised!
There was a time when a woman only owned one or maybe two watches. Unless of course they were married to a man in the elite/affluent demographic, who continued to enjoy buying, collecting and giving watches. (They cannot imagine their wife not enjoying what they love, LOL!) Our industry has made inroads with
Men’s Nights Out, making it easier for these men to buy jewelry that their wives/girlfriends desire. There was also a time when women wore either platinum or gold but they never mixed it up. Maybe it was easier to delight a woman with jewelry suggestions then? But, women continue to be entertained by fashion runways and red-carpets to see what’s new. We may not (yet) purchase that wild animal print, but we think about it. We may not yet want to own a color diamond ring but hmmm…
Call to action
Oh, the fun of someone that knows us well who also wants to tease and surprise us with an item of jewelry that is outside our comfort zone! So, calling all jewelry designers and retail brands: I would love to be surprised by you! Send me something that will spark my interest and I will share it with my followers. Better yet: surprise your customers!
More on Other
The Latest
Policies & IssuesMay 12, 2025
Tariffs on Chinese Imports Temporarily Slashed as U.S.-China Reach Deal Following weekend negotiations, the tax on Chinese goods imported into the United States will drop by 115 percent for the next 90 days.
Events & AwardsMay 12, 2025
Jewelry By Picasso, Dalí on Display at Florida Art Museum “Artists’ Jewelry: From Cubism to Pop, the Diane Venet Collection” is on view at the Norton Museum of Art through October.
Brought to you by
Las Vegas Antique Jewelry & Watch Show: Showcasing the Most Collectible Merchandise from Across the GlobeGain access to the most exclusive and coveted antique pieces from trusted dealers during Las Vegas Jewelry Week.
Events & AwardsMay 12, 2025
CASE Awards Now Accepting Entries For 2025The deadline to submit is June 16.
Weekly QuizMay 08, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
IndependentsMay 09, 2025
Lugano Diamonds CEO Resigns Amid Internal InvestigationMoti Ferder stepped down Wednesday and will not receive any severance pay, parent company Compass Diversified said.
CollectionsMay 09, 2025
Pieces of the Week: Marie Lichtenberg’s Collaborations for Mother’s DayLichtenberg partnered with luxury platform Mytheresa on two designs honoring the connection between mothers and daughters.
Brought to you by
Watch: The Winston Red: GIA Examines the Smithsonian’s Newest AdditionSupplier Spotlight Sponsored by GIA
SourcingMay 09, 2025
Gemfields Resumes Emerald Mining in ZambiaThe miner announced plans to recommence open-pit mining at Kagem.
CrimeMay 08, 2025
Former NYC Jewelry Store Employee Arrested in 2017 Choking Death of Boss Michel Desalles allegedly murdered Omid Gholian inside World of Gold N Diamond using zip ties and then fled the country.
EditorsMay 08, 2025
5 ‘Superfine’ Met Gala Jewelry MomentsAssociate Editor Lauren McLemore shares her favorite looks from a night of style inspired by Black dandyism.
Supplier BulletinMay 08, 2025
Instappraise Introduces Game-Changing Trifold Appraisal FormatSponsored by Instappraise
FinancialsMay 08, 2025
Brilliant Earth Notes an Uptick in Engagement Ring Sales in Q1CEO Beth Gerstein discussed the company’s bridal bestsellers, the potential impact of tariffs, and the rising price of gold.
IndependentsMay 08, 2025
Margot McKinney Lands in the U.S. With New BoutiqueThe brand’s first independent location outside of Australia has opened in Beverly Hills, California.
IndependentsMay 08, 2025
Verragio Announces New Regional Sales ManagerCathy Marsh will lead the jewelry company’s efforts in the upper Midwest and western United States.
FinancialsMay 07, 2025
Pandora Posts Strong Q1, Plans for TariffsThe company has multiple strategies for dealing with tariffs, though its CEO said moving manufacturing to the U.S. is not one of them.
ColumnistsMay 07, 2025
The Smart Lab: Building a Seasonal Marketing Strategy for Mother’s Day and BeyondConnecting with your customers throughout the year is key to a successful holiday marketing push.
SourcingMay 07, 2025
Gemfields Says Emerald Sales Improved in Latest AuctionIts commercial-quality emerald sale held last month totaled more than $16 million, up from about $11 million in September 2024.
TechnologyMay 07, 2025
Punchmark’s Latest Podcast Features a Very Special Guest National Jeweler Editor-in-Chief Michelle Graff joined Michael Burpoe to talk tariffs, consumer confidence, and the sky-high price of gold.
AuctionsMay 06, 2025
Harwell Godfrey Reimagines 10-Carat Blue Diamond for Met Gala-Ready BroochDesigner Lauren Harwell Godfrey made the piece as an homage to the 2025 gala’s theme, “Superfine: Tailoring Black Style.”
Events & AwardsMay 06, 2025
Here’s Who Made Jewelers of America’s New ‘20 Under 40’ ListExpanded this year to include suppliers, JA’s 2025 list honors 40 up-and-coming professionals in the jewelry industry.
IndependentsMay 06, 2025
Sissy's Log Cabin Opens New StoreLocated in Fort Smith, it’s the Mid-South jeweler’s first store in Northwest Arkansas.
IndependentsMay 06, 2025
Gunderson’s Jewelers to Be Featured on ‘World’s Greatest’ TV SeriesThe episode about the family-owned jeweler will premiere May 17.
IndependentsMay 05, 2025
Zadok Jewelers Opens Store in AustinThe Houston-based jeweler’s new 11,000-square-foot showroom will include a Rolex boutique.
AuctionsMay 05, 2025
Nancy Astor’s Cartier Tiara Heads to AuctionThe turquoise and diamond tiara hasn’t been on the market since it was purchased by Lord Astor in 1930.
SourcingMay 05, 2025
Crater of Diamonds Yields 4-Carat Brown Diamond“The Duke Diamond” is the largest diamond registered at the Arkansas park so far this year.
TrendsMay 02, 2025
Ring Concierge, Kraft Partner on Mother’s Day Macaroni Necklace The childhood craft of making dried pasta necklaces for Mother’s Day is all grown up as the 14-karat gold “Forever Macaroni” necklace.
