London-based investment firm Pemberton Asset Management acquired the auction house for an undisclosed amount.
The Secrets to Snapchat for Jewelers
Jewelers can learn a lot from the way Taco Bell, Boomba Racing and the World Wildlife Fund use Snapchat, Likeable Local’s Mike Farrell writes.

Let’s face it. Snapchat has quickly moved from the fringe of social media relevance to a legitimate platform where the likes of BMW and Hasbro now frequently advertise.
Snapchat has deftly figured a way to include paid advertisements within in its app without disrupting the user experience. Now for small business purposes, the paid advertisements are not within the realm of financial feasibility. However, this is not to say that small businesses cannot find a use for the app.
As of last year, over 400 million snaps were sent daily. With more than 25 million users in the United States alone, there is a good possibility that you may have some potential customers frequently using the app; this is even more likely if your target demographic skews younger.
Especially with the inclusion of the story and chat features, companies are starting to figure out ways to effectively use Snapchat’s organic reach potential.
One of the initial challenges that many jewelry businesses have is how to go about gaining followers on the platform. However, Snapchat made this much easier recently. They have included a feature called a “Snapcode,” of which any user can take a picture. After taking the picture the app then will bring up your brand’s name and ask the user if they want to follow you; no more dealing with pesky usernames.
There are a couple ways to take advantage of this.
-- Put your Snapcode as your profile picture on platforms where you already have a decent following, e.g., Facebook, Twitter. Our friends at Likeable Media have used this strategy effectively (see below.)
-- Alternatively, you could go old school. Print out a high-quality image of your Snapcode and hand it out with every purchase, with the promise of exclusive offers through the platform.
It is possible to take leads from companies such as Red Bull and Taco Bell, both of whom have neatly folded Snapchat into their social strategy. Taco Bell uses the transient nature of the app to tease new products and promote their own mobile app.
They offer discounts exclusively to users who follow them and consistently provide content that is both educational and entertaining. Red Bull uses the story feature to live stream (albeit in 10-second clips) events that coincide with the lifestyle that the company promotes. Both companies effectively leverage the casual nature of the app and take it into
As you can see below, the content Taco Bell sends out is not overly promotional. They know that their core demographic would likely be turned off by content that comes across as hard selling. Taco Bell has cleverly managed to create content that still features their products but is more fun than forceful.
Now you might be saying, my jewelry shop could not be more different than Taco Bell. You are completely correct in this thought. However, it is not too much of a stretch to imagine the above sequence instead reading, “What gemstone are you?” With a quick, fun little quiz like this you are not only engaging your customers in a unique way, you are also showcasing your beautiful jewelry.
Additionally, companies as varied as 16 Handles, Boomba Racing and even the World Wildlife Fund provide more creative examples of how to effectively use the platform. 16 Handles uses the time sensitivity of the app to send its followers exclusive offers, a strategy that a small business of any nature can adopt.
The following image is an excellent example of a typical offer by 16 Handles. This type of promotion could easily be tweaked to fit the individual nuances of your company.
Boomba Racing offers exclusive sneak peeks into their research and development process as well as any general hooliganism that happens at their production facility. Their content humanizes the brand and differentiates it from competing automotive performance companies.
Lastly, the World Wildlife Fund raises awareness of endangered species with pictures of animals along with the caption “Don’t let this be my last selfie.”
While many of these companies might be much larger than the business you are operating, it is still possible to glean valuable strategic insights that can be applied on a smaller level.
They include the following.
-- All the companies mentioned here recognize the casual nature of the app and leverage it. This is something you should also be doing.
-- Source user-generated content through the app by holding contests. Getting users to submit their own content is especially easy for a jeweler because, well, who doesn’t want to show off their new bling?
-- Offer exclusive content that can only be found on the platform. Providing content perceived as valuable will net you more engaged followers. For a small business, this could be as simple as a jeweler sending out pics of a beautiful new collection.
-- Take notes from 16 Handles and Boomba Racing and provide time-sensitive offers that will drive traffic to your location.
-- Finally, and most importantly, be authentic and show your Snapchat followers who you really are.
Mike Farrell is the community manager at Likeable Local’s New York office. He is an avid reader, writer and listener of hip-hop. Connect with him on Twitter, @mikefarrelldude.
The Latest

The workshop will give attendees the chance to try out and ask questions about three different diamond verification instruments.

The footage shows two of the jewelry heist suspects descending from the second floor of the museum and then escaping via scooter.

As the holiday season quickly approaches, consider stocking one category that sometimes gets overlooked: earrings.

Founder and designer Rosanna Fiedler looked to a vintage Cartier clutch when designing the sunlight-inspired drop earrings.


The luxury conglomerates faced a challenging Q3 amid geopolitical and economic tensions.

The struggling diamond mining company, which owns the historic Cullinan mine, has launched a rights issue to raise about $25 million.

You deserve to know what you are selling–to protect your customers as well as your business and your reputation.

The book details the journey of watches as symbols of hard-earned success in hip-hop for artists like 2Pac, Jay-Z, and more.

Alexis Vourvoulis, who most recently worked at Tiffany & Co., brings more than two decades of jewelry experience to her new role.

The superstar’s August engagement put the stamp of approval on an already hot engagement ring trend.

Retailers should offer classic styles with a twist that are a perfect fit for layered looks, experts say.

The nearly 7-carat fancy vivid purplish pink diamond could sell for around $9 million.

The retailer’s new collection of engagement rings and fashion jewelry is set with natural diamonds that are traceable via blockchain.

Chief Artistic Officer Nathalie Verdeille has reimagined the iconic design in both figurative and abstract creations.

Five dollars buys one vote toward an industry professional you want to see dressed up as a hero, or a villain, this Halloween.

Recently acquired by KIL Promotions, the November edition of the public show in San Mateo, California, will be held Nov. 7-9.

The stone’s two zones, one pink and one colorless, may have formed at two different times, the lab said.

Hollywood glamour meets Milanese sophistication in the design of Pomellato’s new store in Beverly Hills, California.

The New York City store showcases a chandelier with 1,500 carats of lab-grown diamonds designed by an FIT student.

The Museum of Arts and Design's new exhibition features 75 pieces by the designer, best known for her work in the “Black Panther” films.

Making its auction debut, "The Glowing Rose" is expected to fetch $20 million at the November jewelry sale in Geneva.

They were attacked on Oct. 15, as approximately 40 miners without licenses marched on the mine’s gate.

It took the masked thieves less than 10 minutes to steal eight irreplaceable jewels from two display cases in the museum’s Apollo Gallery.

Gemologist Lauren Gayda has previously worked at The Clear Cut, Taylor & Hart, and Effy Jewelry.

In 2026, the jewelry retailer will celebrate a milestone only a small percentage of family-owned businesses survive to see.

The new showcase dedicated to Italian jewelry design is set for Oct. 29-30.



















