CollectionsMay 29, 2026
Cultus Artem’s Necklace Is the Oasis in Las Vegas’ DesertThe “River of Heaven” necklace, our Piece of the Week debuting at Couture, combines 26 salt and pepper diamonds spaced by Tahitian pearls.
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.
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
IndependentsMay 29, 2026
Meet the 2026 Retailer Hall of Fame InducteesThis year’s inductees include second-, third-, and fourth-generation jewelers.
Events & AwardsMay 28, 2026
JCK Announces Jesse Itzler as 2026 Keynote SpeakerThe author, speaker, and entrepreneur will give his presentation, “Spiritual Billionaire,” on Saturday morning.
Brought to you by
All Eyes on Gold Prices. Alternatives to Look For. And What to BEWARE of in VegasAs gold prices rise, today’s retailers are looking for alternatives at prices that will appeal to wider audiences.
Events & AwardsMay 28, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach on Sunday night.
Weekly QuizMay 28, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsMay 28, 2026
Signet Jewelers to Buy The Clear Cut Signet will integrate the online-only, natural diamond-focused jeweler into Blue Nile, which it wants to position as a higher-end retailer.
CollectionsMay 28, 2026
Meet The 17 Newcomers to Couture’s Design AtelierThese up-and-coming jewelry brands are bringing their distinct aesthetic and unique point-of-view to the Design Atelier for the first time.
Brought to you by
How Modern Training Is Becoming a Competitive Advantage for Jewelry RetailersWith the trade and customer trust in mind, GIA® developed NextGem™ – on-demand training designed specifically for retail.
GradingMay 28, 2026
GCAL By Sarine Launches 8X Cushion CutThe lab’s proprietary diamond cut grade has been expanded to include the popular fancy shape.
Events & AwardsMay 27, 2026
5 Security Tips for Las Vegas Jewelry Market Week 2026This year, it’s what could happen outside of show hours that worries JSA Executive Vice President Scott Guginsky.
ColumnistsMay 27, 2026
What Jewelers Can Learn From Luxury Fashion’s Digital PlaybookHigh-end fashion houses know how to emotionally connect with customers online. Retail jewelers should take note, Emmanuel Raheb writes.
Events & AwardsMay 27, 2026
Couture’s ‘The Iridescence’ Will Showcase 7 Emerging Jewelry DesignersThe designers are the third cohort of mentees from the show’s Belonging @ Couture mentorship program.
ColumnistsMay 26, 2026
The Key Mindset for Better Trade Show BuyingBuying discipline at trade shows starts with clarity about your inventory levels, Smith writes.
Events & AwardsMay 26, 2026
12 JCK Talks Sessions to Add to Your Las Vegas ScheduleThe trade show’s education series returns, with sessions on retail trends, AI, watches, marketing, corporate responsibility, and more.
Events & AwardsMay 26, 2026
CBG Brings Its Curated Designer Project to Las Vegas ShowThe Curated Designer Project has expanded to highlight eight independent jewelry designers during CBG’s Las Vegas show.
TrendsMay 26, 2026
Amanda’s Style File: A Cooldown Is ComingBring a cool tone to your summer jewelry with these white metal pieces.
Events & AwardsMay 22, 2026
Instore Buys JA New York ShowThe deal closed this week, which means Instore will produce the JA NY show slated to take place this fall.
FinancialsMay 22, 2026
Richemont’s Jewelry Brands Lead the Charge in Q4The company’s jewelry sales were up in Q4 and the fiscal year, with Richemont raising prices in part because of the cost of gold.
CollectionsMay 22, 2026
Leigh Maxwell Celebrates 5 Years at Couture With ‘Bauble’ CollectionThe “Bauble” capsule collection of colorful one-of-a-kinds includes our Piece of the Week, the “Bauble” earrings, featuring rose zircon.
MajorsMay 22, 2026
Stuller’s New Packaging, Display Catalog Is Out The updated catalog has a newly dedicated section for gift wrapping.
PodcastsMay 21, 2026
Episode 5: Sotheby’s Frank Everett Puts the Auction Market in PerspectiveEverett covers colored stones’ surging popularity, the mellow return of the “Mellon Blue,” and his “The Devil Wears Prada” doppelgänger.
IndependentsMay 21, 2026
Springer’s Jewelers’ New Flagship Will Serve Next-Gen Luxury ShoppersFourth-generation CEO Lilly Mullen wants to emphasize experience, connection, and personalized service.
Events & AwardsMay 21, 2026
JA Announces Nina Pugliese Memorial ScholarshipThe new award, created in partnership with Henne Jewelers, honors the late designer’s legacy through supporting jewelry education.
SourcingMay 21, 2026
Botswana, Angola Join WFDBThe addition of the diamond-producing countries as nation affiliated members broadens the federation’s global representation, WFDB said.
CrimeMay 20, 2026
NYPD Warns of Jewelry Swap Scams Targeting SeniorsThe NYPD is warning elderly New Yorkers to keep their jewelry hidden when walking outside to avoid being a target.
IndependentsMay 20, 2026
Adornment & Theory’s New Store Feels Like Home Designer Viviana Langhoff has realized her dream of owning a space for her Chicago jewelry store that looks and feels like her brand.
Events & AwardsMay 20, 2026
Here Is Couture’s 2026 Education Lineup The sessions will run from Friday, May 29, to Sunday, May 31, with one being a live taping of an episode of Couture’s podcast.
