Creative Connecting: You Need to Listen to This
Duvall O’Steen and Jen Cullen Williams on why jewelers should utilize two big audio platforms: podcasts and Clubhouse.
![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. 2021_JCW-Duvall-Header.jpg](https://uploads.nationaljeweler.com/uploads/3a7455300568a121b32408bee64eaecf.jpg)
Podcasts of all types are on the rise, and the new audio-only social media app Clubhouse is gaining traction rapidly.
Because these are not visual apps, many jewelers will be quick to dismiss them or argue these are not viable marketing tools for the jewelry industry.
However, as listening apps grow in popularity, jewelers who take advantage of these tools can build and strengthen relationships with customers and followers that are not dependent on personal aesthetics or whether someone “likes” a jewelry design/style/image.
These apps also provide you with a simple way to learn about the personal interests of your customers and deepen connections with them.
Podcasts
Podcasts were already on the rise pre-pandemic, but quarantine definitely helped boost the medium as people were stuck at home and had more time on their hands.
According to Forbes, “The continued growth of podcast listening is expected. In 2020, an estimated 100 million people listened to a podcast each month, and it’s expected to reach 125 million in 2022.”
Jewelers can take advantage of the trend by either listening to, creating, or being guests on podcasts.
Listening to podcasts about trends in marketing or retail environments can be beneficial from a business management perspective. Tuning into them also will ultimately make you a better guest when you are invited to participate in one.
Being a guest on podcasts can also help with your store or brand’s marketing efforts. Find local podcasts in your area and reach out to the host, offering segment ideas that match your areas of expertise.
Retailers may want to offer “how-to” interviews, like how to plan the perfect proposal or what to look for when shopping for diamonds. These types of conversations establish credibility with the listeners and position you and your store as the local authority.
Topics related to city history or culture also increase brand awareness and paint a picture of your store or your brand as an integral part of the local community.
If your company has been active in the annual holiday parade for decades or if you’ve participated in your town’s downtown development initiatives or even clean-up and anti-litter campaigns, offer to do podcasts with local hosts to talk about those efforts. It not only increases awareness for those local events or causes, but also helps you engage with listeners in a non-commercial way that inspires trust and reveals the longevity of your brand.
Everyone in the jewelry industry knows that storytelling is crucial to success; stories sell.
In our industry, emotions are key, and tapping into a customer’s emotions will help close the sale every time. Nothing stirs those emotions like a good story, and having your own podcast gives you great leverage to be able to tell meaningful stories that strengthen relationships with existing customers and help you find new customers.
Creating podcasts is also now easier than ever. So many apps are available for professional voice recording with functionality that makes for easy editing and sharing.
One or two podcasts per month is sufficient. When planning the editorial calendar for your podcast, keep it dynamic and lively.
If this month you cover an educational topic, such as interviewing a gemologist on how to evaluate the quality of certain gemstones, then next month try a “meet the designer” interview and invite the designer of one of your best-selling brands to come and tell their story.
Also, remember to tell the story behind your business—invite the company founder to do an interview or, for family-run businesses, have family members on to talk about why and how they go into the jewelry business or share some of their favorite memories of local charity events or fundraising drives.
Remember to keep it conversational but always emotional; emotions are what the jewelry industry is all about.
Your podcast recordings can live on your website with keywords that stimulate SEO for Google searches and bring you new listeners, and potentially, new customers.
Promote the podcast on your social media outlets and your email marketing campaigns. Remember to leverage your guest’s audience, as well, with cross promotional outreach. Share your podcast with so-called podcatchers, aggregating sites like the podcast app on Apple or sites like Overcast, Stitcher and Podcast Addict.
For more information on how to promote your podcast, check out Buffers’ list of 10 strategies to promote podcasts.
Clubhouse
Clubhouse is the rapidly growing, invitation-only social media app available on iOS that facilitates auditory-only communication through rooms that can accommodate groups of up to 5,000 people.
The app offers social networking based on audio-chat. Users can listen to discussions, interviews, and conversations between interesting people on various topics. The Guardian described it as “part talkback radio, part conference call, part Houseparty … It is just like tuning in to a podcast but live and with an added layer of exclusivity.”
In an interview on the Hello Monday podcast with host Jessi Hempel of LinkedIn, Clubhouse Co-Founder and CEO Paul Davison stated, “Our goal is to give everyone instant access to meaningful conversations and human connections.”
He described Clubhouse like a conference on any range of topics that allows you to drop into a breakout room or a mainstage to listen to a featured keynote while also meeting people in the hallway and having a conversation like you would at a dinner party or social gathering.
There are always lots of conversations happening at the same time, allowing users to move between speakers, rooms, and subjects based on interest. Most rooms are moderated, and the audience can ask questions or share their point of view and have deep conversations, discussions, and debates.
Unlike other popular social media platforms like Instagram or Pinterest, Clubhouse is not visual or curated. Davison describes it as “raw and intimate, participatory and a place for deeper engagement.”
The focus is not on appearance, nor on visual mediums like photography and videography, to highlight a product or person. It’s a place where experts, celebrities, journalists, luminaries, jewelers and more can share through one of the oldest communications mediums known to mankind: talking.
The Business of Fashion podcast episode “How Fashion Can Leverage the Audio Appeal of Clubhouse” featured host Imran Amed with guests Virgil Abloh, designer of Louis Vuitton’s menswear collection and CEO of Off-White, along with Clubhouse CEO Davison. The three stressed the power of creating a space to listen and learn and discussed the social network’s potential impact in the fashion industry.
“All the conversations that I’ve hosted or been a part of on Clubhouse related to fashion, in a weird way, have been more in-depth than interviews or regular-format media,” Abloh said. “It’s an interesting case study, making sure brands have something to say when you can’t escape to creating an image.”
Jewelers should not ignore audio-only mediums like Clubhouse just because they are not visual. The platform provides an opportunity for jewelers to learn from other experts, participate in conversations and educate enthusiasts of jewelry, watches, gemstones, and design. It is a place to verbally share behind-the-scenes details, inspirations, and stories about new collections or your business, all while making new connections in the process.
Consider hosting regularly scheduled Clubhouse meet-ups and promote them on your other social media platforms to encourage clients to join. Go in with an open mind and a willingness to engage and learn.
What is the future of Clubhouse?
When asked about the monetization for Clubhouse, Davison said: “There are so many people in the world who are smart, who are funny, who are creative, who are great at bringing people together. And we want to build in tools that allow them to get paid directly by listeners who are happy to pay them for the experiences that they are creating. So, that might be subscriptions. It might be paid events. It might be tipping. That’s really what we’re focused on when it comes to building out our business.”
Like all social media platforms, there are always personal data security risks and users who violate the terms and conditions. Clubhouse moderators can block, report, and mute in-house rooms and investigate violations immediately, but like always, be cautious on what information is shared on Clubhouse or any public platform.
Our final piece of advice for jewelers is to tune in, speak up, and share your passion and expertise with the millions of users that could become your future customers, or better yet, your friends!
The Latest
![Direct-to-consumer retail brand Diamonds Direct has opened a store in the Atlanta neighborhood of Buckhead, an area known for its upscale malls. Diamonds Direct Atlanta store](https://uploads.nationaljeweler.com/uploads/2e6577afc9470ba1c1de327fad397366.jpg)
It’s the Signet-owned banner’s first location in Georgia.
![These “Double Loop” earrings feature a drop-cut amethyst sitting atop the lower hoop, totaling 1.60 carats between both earrings. The hoops are made of silver covered in “pistacchio” colored enamel, while 9-karat yellow gold holds the stones in place and connect the two hoops behind the earlobe ($1,770). Bea Bongiasca’s Double Loop Earrings](https://uploads.nationaljeweler.com/uploads/f338ef6b4603be3c97765f833b831ca0.jpg)
Commemorate “brat summer” with these green hoops.
![The skyline of downtown Providence, Rhode Island. Jewelers of America held one of its Multifacted Learning Workshops there on July 17 and National Jeweler Editor-in-Chief Michelle Graff tagged along. Stock image of Providence, Rhode Island, skyline](https://uploads.nationaljeweler.com/uploads/4ec5b02d4cbaaaa2283bdcf6820950a4.jpg)
Editor-in-Chief Michelle Graff returns from Rhode Island with thoughts about in-store shopping and a trends report.
![Untitled design.jpg](https://uploads.nationaljeweler.com/uploads/583fbcb2bb839782810080debef35d3c.jpg)
As the demand for lab-grown diamond jewelry may still be increasing, the most notable change we are likely to see is price stabilization.
Sponsored by Gemological Institute of America
![](https://uploads.nationaljeweler.com/uploads/99a46b30cc354962ac2e29ecd113587a.jpg)
![Earlier this month, online giant Amazon and the Better Business Bureau filed a joint federal lawsuit against ReviewServiceUSA.com for allegedly selling fake reviews, both positive and negative. Amazon package outside door](https://uploads.nationaljeweler.com/uploads/27fce4225a38900d54a5536ce523a22d.jpg)
They claim ReviewServiceUSA.com was selling both positive and negative reviews of products and businesses.
![A shot of the Venetia diamond mine in South Africa, owned by De Beers Group. The diamond miner and marketer saw revenue drop 21 percent and rough diamond sales decline 20 percent in a “weak” market for diamonds. De Beers’ Venetia diamond mine](https://uploads.nationaljeweler.com/uploads/a1f16ceaaba662e80385166060d192a7.jpg)
Lab-grown diamond sales in the United States and ongoing economic challenges in China are impacting natural diamond demand.
![1872 x 1052 Gemolite.jpg](https://uploads.nationaljeweler.com/uploads/9d60901b44425a53b9010301897a3bbc.jpg)
GIA®’s most advanced microscope has new features to optimize greater precision and comfort.
A longtime member of IJO, she’s remembered for her passion for design, learning, and environmentalism.
![A malachite and diamond bracelet from Pomellato’s “Pom Pom Dot” collection, launched earlier this year. Pomellato and Boucheron were bright spots for Kering in an otherwise underwhelming first half of the year. Pomellato Malachite Pom Pom Dot bracelet](https://uploads.nationaljeweler.com/uploads/3c237b62e009742fc52487097daf3c5a.jpg)
The gains come amid a tough time for parent company Kering, which saw sales slide 11 percent in the first half of the year.
![Volunteers and Shane Co.’s corporate team from all 22 locations of the family-owned jewelry chain have begun packing backpacks with school supplies for teachers to distribute to their students this school year. Shane Co. and the Kids in Need foundation logo](https://uploads.nationaljeweler.com/uploads/1c5abfb36ec775724f014f47bfbb47fc.jpg)
The fine jewelry retailer filled backpacks with back-to-school essentials for students in 13 states.
![A shot from the advertising campaign for LVMH-owned Bulgari’s “Eden the Garden of Wonders” high jewelry collection. LVMH’s jewelry and watch sales slipped in the first half of the fiscal year. Bulgari high jewelry campaign](https://uploads.nationaljeweler.com/uploads/c24eb75ca8cea44d2e9859648f4a98ee.jpg)
Tiffany & Co. is focusing on its “iconic” collections while the company has made changes at the top at TAG Heuer and Hublot.
![Chaumet, a Parisian jeweler owned by LVMH, has designed the Olympic and Paralympic Games medals. Chaumet Paris 2024 Olympics medals](https://uploads.nationaljeweler.com/uploads/7831b3a738baddfc7d783e6df0fbf796.jpg)
The Parisian brand is the first jewelry company in the history of the Olympic and Paralympic Games to design the medals.
![The acquisition of Union Life & Casualty by Jewelers Mutual will help strengthen both the pawn market and the insurance industry, said JM. Jewelers Mutual and Union Life and Casualty logos](https://uploads.nationaljeweler.com/uploads/195925667226ecfc51b4e1bb09607143.jpg)
Union Life & Casualty will join JM Insurance Agency Partners, expanding the provider’s pawnbroker coverage.
![The winner of this year’s Lonia Tate scholarship, Bradlei Smith will receive the opportunity to earn her Graduate Gemologist diploma from GIA and, following graduation, an internship at Ben Bridge Jeweler in Seattle. Bradlei Smith](https://uploads.nationaljeweler.com/uploads/996834935ae30a7a1195db8b9db6cb7d.jpg)
Los Angeles-based Bradlei Smith was selected for this year’s award.
![De Beers Group mined 6.4 million carats of diamonds in the second quarter of 2024, down from 7.6 million in the same period last year. (©De Beers Group/Photo credit: Ben Perry @ Armoury Films) De Beers rough diamond display](https://uploads.nationaljeweler.com/uploads/80cd02b1c8384f4b2efda0bcdf6a75e1.jpg)
The company also reported the $150 million sale of an iron ore royalty right, part of its ongoing effort to divest “non-core” assets.
![In honor of its summer bridal event, Long’s Jewelers is partnering with Wequassett Resort and Golf Club on Cape Cod in Massachusetts, and jewelry brand JB Star on a vacation giveaway. Long’s Jewelers giveaway promo](https://uploads.nationaljeweler.com/uploads/4e7a90944c4e8875a4f3818dbe26b28b.jpg)
The giveaway is part of the New England jeweler’s summer bridal event.
![L.A.-based flower designer, Sophia Moreno-Bunge models Guzema’s “Hidden Beauty” collection in front of a garden in Rustic Canyon in Santa Monica, California. Sophia Moreno-Bunge of Isa Isa modeling Guzema’s Hidden Beauty collection](https://uploads.nationaljeweler.com/uploads/6f3822623eb7fd2f6468f82825194cb1.jpg)
The ad features three celebrity florists creating floral sculptures while wearing jewelry by Guzema.
![The Entrepreneurship Grants program supports winners with financial aid to scale their businesses and increase their societal impact, said Diamonds Do Good. Pictured here are three of the 13 winners, top right is Tresia Shituula, and bottom row left to right, are Monkgogi Moshaga and Mohamed Samu. Tresia Shituula, Monkgogi Moshaga, Mohamed Samu](https://uploads.nationaljeweler.com/uploads/a7c9b87301b76a9446f6522747ce5b95.jpg)
The grant provided a total of $100,000 to support 13 entrepreneurs from diamond communities in Africa and India.
![Ghazi Osta, better known as Gus, was the owner and president of Volusia Gold & Diamond, a store he and his wife, Leigh Osta, opened in 1986. He was shot and killed inside the store Friday afternoon after a brief argument with a regular customer. (Photo courtesy of Volusia Gold & Diamond Facebook page) Ghazi “Gus” Michel Osta](https://uploads.nationaljeweler.com/uploads/c8c1fa3df746cbd364915a98dcac9d21.jpg)
Ghazi Michel Osta, or “Gus,” was killed Friday by an 83-year-old man said to be a frequent customer at his store, Volusia Gold & Diamond.
![Elyssa Jenkins-Pérez (left) is the Responsible Jewellery Council’s new head of North American development, and Effie Marinos is its new specialist advisor for technical standards. Elyssa Jenkins-Perez and Effie Marinos](https://uploads.nationaljeweler.com/uploads/94332af0c7a776e7a8c36fabf76baa5f.jpg)
The organization also announced Effie Marinos as its new specialist advisor for technical standards, as well as four other appointments.
![Karen Rentmeesters, who joined the Antwerp World Diamond Centre in 2010, will take on the role of CEO. Karen Rentmeesters](https://uploads.nationaljeweler.com/uploads/3256fcc71cd43a399055c61f68486269.jpg)
Rentmeesters has served as interim CEO since April following former CEO Ari Epstein’s resignation.
![Longtime Washington, D.C., jeweler Brian Mann (right) with his wife Jessie Mann, an artist who custom-paints porcelain Limoges Boxes, at a 2016 Jewelers of America member event. Mann, the longtime co-owner of David Mann Jewelers, died June 21 at age 70. Brian and Jessie Mann](https://uploads.nationaljeweler.com/uploads/be4debc6e0b3198943a66ef0e2197c2c.jpg)
Mann, whose family’s jewelry store was located inside the Pentagon, is remembered for being a thoughtful champion of the industry.
![The 1916 Company recently opened a new Tudor boutique in Denver’s Cherry Creek Shopping Center. Tudor store in Denver](https://uploads.nationaljeweler.com/uploads/9f8600ea53ed731963331ebd28a10d16.jpg)
The 500-square-foot boutique is located in Denver’s Cherry Creek Shopping Center.
![This necklace from Messika’s “So Move Max” set is made of yellow gold with 19.18-carats of brilliant-cut diamonds and designed with circle motifs that move within the links (price upon request). Messika’s So Move Max Necklace](https://uploads.nationaljeweler.com/uploads/14c78af4a4e8c6b996a81bbb5a5bc69f.jpg)
Dance all night long with the “So Move Max” set’s necklace.
![On Sept. 1, Julien Tornare (left), current CEO of TAG Heuer, will become CEO of Hublot. Antoine Pin, now the general manager of Bulgari’s watch business, will take over Tornare’s role as CEO of TAG Heuer. (Images courtesy of LinkedIn) Julien Tornare and Antoine Pin](https://uploads.nationaljeweler.com/uploads/b24627b34ece895ddd254bae22751fb8.jpg)
Luxury giant LVMH is reshuffling the leadership in its watches division.
![A rendering of a billboard from Etsy’s new campaign. The campaign is designed to highlight the platform’s creators and how their products are made. Etsy billboard rendering in NYC](https://uploads.nationaljeweler.com/uploads/9a94f394f326b90dc1c9da6a711c5e09.jpg)
Sellers and shoppers have spoken out against a rise in mass-produced merchandise on the platform meant to highlight handmade goods.