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.
OtherAug 11, 2014
How much do your customers really like you?
Facebook is not simply about getting just anyone to “like” your page. It’s about attracting people who actually are going to buy jewelry at your store, columnist Ellen Fruchtman writes.
Ellen Fruchtman is founder and president of Fruchtman Marketing, a full-service agency headquartered in Toledo, Ohio representing independent jewelers, jewelry manufacturers and trade organizations. Reach her by email at ellen@fruchtman.com
Here’s the thing about Facebook (and social media channels in general): Like any other advertising vehicle, it doesn’t mean %* if ultimately you don’t begin to see more traffic and sales with your efforts. I believe in it. If done properly, I’ve seen the results. But, the measurement on Facebook is not about the number of “likes;” it’s about the number of qualified individuals in your own market area who have a propensity for fine jewelry and who matter.
Personally, I’m sick to death of hearing about it. And, I’m sick to death of listing to very successful retailers, I might add, speaking about the number of fans they have, yada, yada, yada. It means nothing, absolutely nothing, if they are never going to buy a piece of jewelry from you. There, I said it.
I’m always asked that age-old question: How do you measure your advertising? And the truth is if you don’t see new customers and an increase in traffic, it’s not working! You have to provide an appropriate timeframe to any campaign (and that doesn’t mean a few months) and if you see nothing at all, then time to redirect your efforts and creative. Regarding your numbers rising advertising certainly plays a part but, as you know, the job of advertising is to bring people to the door. Sorry, you will have to bear some responsibility for your inventory, pricing and sales acumen.
Recently, Facebook announced, “You must not incentivize people to use social plugins or to like a Page. This includes offering rewards, or gating apps or app content, based on whether or not a person has liked a Page.”
From the bottom of my marketing heart, thank you, Facebook. It’s about time. I have seen more contests and giveaways on jeweler’s Facebook pages (not the ones we manage, by the way) than I care to. It has been the bane of my existence; OK, one bane of my existence. I would call you all out by name but you know who you are. And you run the gamut--from some of the biggest and most respected to the small and, hopefully, respected.
The new rules go on to state: “To ensure quality connections and help businesses reach the people who matter to them, we want people to like Pages because they want to connect and hear from the business, not because of artificial incentives.”
Wow. Really? As a person, do you want to buy your friends? People will hang around with you, but they won’t really be there for you. Just think about your marketing, and especially social marketing, logically, before you hire companies and invest your own time.
Social media is not the end-all, be-all for business. It’s just one piece of the complicated marketing pie. No matter how you slice it, it always takes a little know-how, common sense and a great recipe to follow.
Ellen Fruchtman is founder and president of Fruchtman Marketing, a full-service agency specializing in the jewelry industry. Fruchtman Marketing represents independent jewelers across the county along with jewelry manufacturers, jewelry designers and trade organizations throughout the U.S and Canada. Contact Ellen Fruchtman at 1-800-481-3520 or at ellen@fruchtman.com. You can sign up for a free weekly marketing newsletter at fruchtman.com.
More on Other
The Latest
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.
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.
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.
Weekly QuizDec 11, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
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.
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.
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.
SurveysDec 10, 2025
Consumer Confidence Drops in November Inflations, tariffs, and politics—including the government shutdown—were among consumers’ top concerns last month.
SourcingDec 10, 2025
NAJA Announces Details for 2026 ‘Ace It’ Winter Conference“Longtime favorite” presenters, as well as first-time speakers, will lead talks and workshops at the annual event in Tucson next year.
Events & AwardsDec 10, 2025
MJSA Names 2025 Responsible Design Challenge WinnerSilas Smith of Meridian Metalworks won the challenge with his pendant that blends Australian and American landscapes.
AuctionsDec 09, 2025
‘Desert Rose’ Diamond Sells for $8.8M in Abu DhabiThe sale of the 31.68-carat, sunset-hued stone was part of Sotheby’s first series of events and auctions in Abu Dhabi.
ColumnistsDec 09, 2025
Holiday Sales Happen in December, Most Decisions Don’tMost customers who walk into your store this month have made up their minds. Your job is to validate their choice, Emmanuel Raheb writes.
TrendsDec 09, 2025
‘Once Upon a Time,’ Guzema Debuted Its Holiday CollectionThe collection features characters and motifs from Ukrainian folklore, including an enchanted mirror and a magic egg.
TechnologyDec 09, 2025
Gemvision Releases Updated MatrixGoldMatrixGold 3.11, the newest version of the jewelry design program, offers more flexibility, precision, and creative control.
Events & AwardsDec 09, 2025
MJSA Showcase Pavilion Returning to JA New York The pavilion will be part of the 2026 JA New York Spring show, scheduled for March 15 to 17.
MajorsDec 08, 2025
Juell Kadet, a ‘Lifelong Pillar’ of Rogers & Hollands, Dies at 96Kadet, a 1994 National Jeweler Retailer Hall of Fame inductee, helped grow the family-owned retailer in the Chicago area and beyond.
TechnologyDec 08, 2025
You’ve Heard of Smart Watches and Rings; Meet Smart EarringsBilled as the world’s smallest wearable, Lumia Health’s new smart earrings have a health tracker subtly embedded in the back.
TrendsDec 08, 2025
Amanda’s Style File: Celebrating December’s BirthstonesDon’t let those with December birthdays feel blue. Help them celebrate their month with blue zircon, turquoise, and tanzanite.
CollectionsDec 05, 2025
Piece of the Week: Robinson Pelham’s ‘Tsar Star’ EarringsThe new pink sapphire version of the piece dances with its wearer in the brand’s “Icons After Dark” holiday campaign.
