SourcingOct 05, 2026
Bruce Bridges Joins CIBJO BoardThe AGTA president was elected for a two-year term on the board of directors.
TechnologyOct 23, 2017
12 Quick Tips for Maximizing Your Social Media This Season
Social media success for the holidays will depend on proper messaging and getting consumers engaged. Here’s how, according to a few industry insiders.
New York--The holiday season is the perfect time for retailers to reach out to consumers and engage them via their social media accounts.
But a successful social media campaign doesn’t just come from pretty pictures or making sure posts are going up regularly. It’s also about making sure that the right messaging is getting out and that shoppers are responding to and engaging with what is being posted.
National Jeweler reached out to a number of industry insiders to ask for their tips and advice for social media success this holiday season: Rod Worley, president of Four Grainer; Lauren Strohmeier, content manager at Likeable Local; Shane O’Neill, vice president at Fruchtman Marketing; and Jenna Fish, marketing coordinator at J.R. Dunn Jewelers.
Here’s what they had to say.
1. Make a Connection. Focus on creating highly relatable, human-interest content that will draw consumers in, evoke sentiment or make them laugh. As Worley says, if your content isn’t shared, then nobody cared.
But a successful social media campaign doesn’t just come from pretty pictures or making sure posts are going up regularly. It’s also about making sure that the right messaging is getting out and that shoppers are responding to and engaging with what is being posted.
National Jeweler reached out to a number of industry insiders to ask for their tips and advice for social media success this holiday season: Rod Worley, president of Four Grainer; Lauren Strohmeier, content manager at Likeable Local; Shane O’Neill, vice president at Fruchtman Marketing; and Jenna Fish, marketing coordinator at J.R. Dunn Jewelers.
Here’s what they had to say.
1. Make a Connection. Focus on creating highly relatable, human-interest content that will draw consumers in, evoke sentiment or make them laugh. As Worley says, if your content isn’t shared, then nobody cared.
2. Observe the 80/20 rule. Eighty percent of social postings should focus on driving interactions with your followers, such as with comments, retweets, likes and favorites. Only 20 percent should link back to products or special promotions.
A connection has to be made before attempting the sale, Worley said.
According to Strohmeier, those majority posts meant to engage and entertain can be done in a number of ways: be educational and help followers learn about the things for which they have a passion, such as the best jewelry styles to wear during the holidays; inspire followers to create discussions around why everyone loves jewelry; and be entertaining and fun, highlighting local holiday events, asking imaginative questions or trivia questions and more.
3. Repurpose and reuse. Don’t hesitate to use engaging content multiple times on different platforms, especially if a post is getting shared or liked, Worley says. It’s not about the quantity of content created; it’s about making engaging, highly relatable content.
4. Use visuals to grab attention. Visual content is king on social media; the right image, video or GIF makes all the difference and stops followers mid-scroll. There are a number of great sources to use here, including Canva to freely and easily create posts or StockSnap for photos.
5. Work with non-profits in your community. Tis the season of giving, and jewelers should be sure to be a part of that. Recent studies show that 90 percent of consumers would switch to a charitable brand given similar price and quality.
Consider a local charity or cause to which a percentage of revenue can be donated or with which you can partner for the season. Once you pick a cause, Worley recommends finding opportunities to add a social spin to your efforts and encourage your followers to share your posts with special promotions.
6. Help followers with gifting. Think of great gift ideas going into the holidays and feature them in posts. O’Neill says it’s best to feature the hot sellers with price points that fit customers’ gift-giving range.
Always link back to the product or gallery of featured products on the store’s website, particularly if it allows consumers to buy online. If you’re doing digital marketing, you can also re-target those users who visit your site to see these products.
Along the same lines, Fish said J.R. Dunn Jewelers is incorporating “giftable” ideas into the store’s Instagram feed of various price ranges to inspire gift giving.
She also suggests making new gift guides catered to individual interests and brand-loyal customers and targeting them specifically to optimize conversion.
7. Try a flash sale on Facebook. Create a compelling offer to buy online for a day. This could mean using a coupon code or placing select products in a sale gallery on the website. And don't forget to push your flash sale post with Facebook advertising, O’Neill says.
This kind of thing isn’t for all retailers and should be limited in scope. He says Fruchtman doesn’t recommend sales during the holidays as it can needlessly eat into margin, so consider doing it sometime between Dec. 15 and 20.
Editors' Picks
Sponsored by
8. Take online to in-store. Does the store offer any special incentives for a consumer to visit, like gift with purchase or special holiday gift grab bags? Push the shopper to stop into the store by creating opportunities for them to need to do so.
9. Run contests. J.R. Dunn is using giveaway contests with season specific on-trend jewelry pieces on preparation for the holiday gift guides and promotions, and Fish says they’re seeing a lot of success with it so far.
10. Feature their stories, too. Fish says that showcasing images and real-life stories of clients getting engaged almost always receives high engagement on social media accounts. It’s also great for helping people connect with the store on an emotional level, especially during the holidays when engagements peak.
11. Show your gratitude. Take some time to let the community around the store know how much it appreciates them. This can be through a thank you to followers and fans for their support, giving shout-outs to loyal customers and showcasing testimonials or sharing support for customers who are giving back.
12. Consider your hashtags carefully. They increase the visibility of posts and campaigns and should be used. Include popular and trending jewelry hashtags in posts the store wants to amplify on Facebook, Twitter and Instagram. For special events or campaigns, invent a unique hashtag, then ask people to spread the word or share their thoughts using the same hashtag, Strohmeier suggests.
9. Run contests. J.R. Dunn is using giveaway contests with season specific on-trend jewelry pieces on preparation for the holiday gift guides and promotions, and Fish says they’re seeing a lot of success with it so far.
10. Feature their stories, too. Fish says that showcasing images and real-life stories of clients getting engaged almost always receives high engagement on social media accounts. It’s also great for helping people connect with the store on an emotional level, especially during the holidays when engagements peak.
11. Show your gratitude. Take some time to let the community around the store know how much it appreciates them. This can be through a thank you to followers and fans for their support, giving shout-outs to loyal customers and showcasing testimonials or sharing support for customers who are giving back.
12. Consider your hashtags carefully. They increase the visibility of posts and campaigns and should be used. Include popular and trending jewelry hashtags in posts the store wants to amplify on Facebook, Twitter and Instagram. For special events or campaigns, invent a unique hashtag, then ask people to spread the word or share their thoughts using the same hashtag, Strohmeier suggests.
More on Technology
The Latest
SourcingOct 02, 2026
De Beers, National Geographic Society Renew Okavango Eternal Partnership The partnership, a pledge to protect Africa’s Okavango River Basin, has been extended for an additional five years.
MajorsOct 02, 2026
Pandora Opens New $150M Manufacturing Facility in VietnamThe new facility, its first outside of Thailand, will boost its manufacturing capacity by 50 percent.
Brought to you by
Meet Gemology’s Next Generation Microscope: GIA® Gemolite® NXT Professional EditionExperience gemstones with greater precision and comfort than ever before.
TrendsOct 02, 2026
Hearts On Fire Celebrates 30th Anniversary With Heart PendantThe special-edition “Dream” pendant, our Piece of the Week, was created to mark Hearts On Fire’s 30-year milestone with 30 diamonds.
Weekly QuizOct 01, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CrimeOct 01, 2026
Police Looking for 4 Suspects in $600K Smash-and-Grab RobberyDubai Jewelers in Springfield, Virginia, was once again the target of an armed robbery.
SurveysOct 01, 2026
Rolex Ranks Among Most Recommended Brands in US, Survey Says YouGov’s 2026 U.S. Most Recommended Brands report’s out, and a fast-fashion giant is sitting at No. 1 while Rolex is just shy of the top 5.
Brought to you by
Your Piece Could Be the One Editors Talk AboutSubmit your pieces for a chance to win in this year's competition.
SourcingOct 01, 2026
Columbia Gem House Opens ‘Cutting Toward Change’ FundraiserProceeds from its jewelry raffle will benefit an organization working in India to combat silicosis, a lung disease affecting stone cutters.
TrendsOct 01, 2026
Carolina Hurricanes’ Championship Ring Reveals Hidden Hockey Puck PendantThe rings, crafted by Jason of Beverly Hills, celebrate the hockey team’s Stanley Cup win with design elements that honor its traditions.
TrendsOct 01, 2026
Amanda’s Style File: October’s Color Range This roundup of birthstone jewelry for October features vibrant tourmalines and opals with personality.
SourcingSep 30, 2026
Botswana’s President, De Beers CEO Say Diamond Demand Is RecoveringPresident Duma Boko spoke at back-to-back events in the city last week, touting Botswana’s stability and the diamond “bounceback.”
CollectionsSep 30, 2026
Oscar Heyman’s Holiday Book Is ‘A Living Archive’ The catalog showcases 112 new, one-of-a-kind pieces amid highlights from the jeweler’s historic archive.
SourcingSep 30, 2026
Gemfields Posts $98.5M Loss, Writes Down Value of Ruby MineIts Montepuez Ruby Mining operation in Mozambique, which is not yielding enough high-quality rubies, has taken a $125 million hit.
SurveysSep 30, 2026
Consumer Confidence Falls to 12-Year Low in SeptemberThose surveyed were worried about the present and the future, with write-in responses mentioning high oil and gas prices.
Events & AwardsSep 30, 2026
Jewelers of America, JA New York to Host Networking EventThe event will take place on the evening of Oct. 26 in New York City.
IndependentsSep 29, 2026
Christy Bromberg, Longtime Gift Buyer for Underwood Jewelers, Dies at 68She is remembered for her joie de vivre, upbeat personality, genuine interest in other people, and love of the Alabama Crimson Tide.
AuctionsSep 29, 2026
Dionne Warwick’s Jewelry Goes Up for AuctionOnline bidding is open now for Julien’s sale of items owned by the “Walk On By” singer, whose final album comes out this fall.
Events & AwardsSep 29, 2026
Matt Stuller to Receive 2027 Gem Award for Lifetime AchievementThe founder and executive chairman of Stuller Inc. is being honored for his impact on the jewelry industry at the 25th annual Gem Awards.
ColumnistsSep 29, 2026
Your Holiday Marketing Has a Bridal Blind SpotDecember is the most popular month to propose, and jewelers need to keep that in mind when planning their holiday marketing.
AuctionsSep 29, 2026
If You Love Cats, This Jewelry Auction Is for YouCat ladies of the jewelry world, unite. Sandy Lerner’s collection of cat jewelry and other objects is going up for auction Wednesday.
CollectionsSep 28, 2026
De Beers London Drops Water-Inspired High Jewelry Collection“Vibrations” features several firsts for De Beers’ high jewelry, including the use of chalcedony and diamonds sourced from artisanal miners.
CollectionsSep 28, 2026
Jessica McCormack Turns to Classic Motif for New CollectionThe “Bows” collection features three interpretations of the bow motif designed with Georgian and Victorian influences.
Events & AwardsSep 28, 2026
Guy Borenstein, Troy Underwood Among the Professionals Honored at AGS Conclave 2026The American Gem Society recognized industry members, one Guild, and a law enforcement official for their contributions to jewelry.
FinancialsSep 28, 2026
Instappraise, Jewelers Mutual Look to Simplify Jewelry InsuranceThrough a new system integration, customers can now receive instant personal jewelry insurance quotes at the time of appraisal.
WatchesSep 25, 2026
Smaller Rolex Watches Showing Strength on Secondary Market, Data ShowsFive of the 10 fastest-appreciating Rolex models on Bob’s Watches were Datejust 31 or Lady Datejust watches.
MajorsSep 25, 2026
Sherwood Family Buys Back Daniel’s Jewelers from Private EquityThe Sherwood family and AJS Creations CEO Tejas Shah purchased the jewelry chain back from Palladium Equity Partners.
