MajorsApr 07, 2026
QVC Group’s Latest Filing Calls Its Future Into QuestionThe retailer failed to file its annual report on time and said it may issue a going concern warning.
Events & AwardsAug 01, 2017
How to Behave Online: A Panel Discussion
An education panel at the recent JA New York show covered social media etiquette for businesses and how to behave yourself when others don’t.
New York--Social media is a topic that gets a lot of coverage in the jewelry industry.
Retailers want to know what platforms are best for their business, what to post there, and where and how to spend their marketing dollars online.
One aspect of this world that does not get a ton of coverage, however, is how to behave online as a business, and how to react when others don’t.
Social media etiquette was the topic of an education session held last Monday afternoon at the JA New York show.
Prompted by an ugly exchange that erupted on Facebook earlier this year, the session featured four panelists: Levi Higgs, the archives and social media manager at David Webb; Dino Kuckovic, the customer experience manager at Falcon.io, a social media and customer experience management platform; Matthew Perosi of digital service agency Sapphire Collaborative; and attorney and author Joy Butler.
National Jeweler Associate Editor Ashley Davis served as the moderator.
The session opened with Kuckovic and Perosi offering some very simple advice when asked for an overall perspective on online behavior for businesses.
Be nice, Kuckovic said, and re-read what you write before posting, while Perosi advised taking into account two factors before deciding to share something.
No. 1: Ask yourself, is what I am posting worthwhile content for my business or a personal opinion? (If it’s an opinion, he said, keep it on your personal account.)
No. 2: Be careful when using humor, as that doesn’t always translate so well online or, for those companies that sell overseas, into other languages.
Butler, who is the author of “The Cyber Citizen’s Guide Through the Legal Jungle: Internet Law For Your Professional Online Presence,” opened with some legal advice about social media.
She said those using social media “influencers” to help generate buzz online must disclose in the post that the person is being compensated, whether it’s with cash or free product. Influencer disclosure, or lack thereof, has been an area of particular interest for the Federal Trade Commission this year.
Sweepstakes and contests, a common share for jewelers on social media, must be “no purchase necessary.” Otherwise, she said, what is being run is essentially an illegal lottery.
Butler also noted that those sharing on social media need to be wary of not violating any copyrights or trademarks. If, for example, a jeweler wanted to make a video to share on social media, they cannot
just use any song they would like as a soundtrack; songs, like movies and books, are subject to copyright protection.
The group also addressed authenticity--having a message that resonates and doesn’t seem forced or staged--something that even the biggest brands can struggle with in the social space. One example is Pepsi and the beverage brand’s recent fail with its Kendall Jenner protest ad, a spot that AdWeek described as “tone-deaf.”
So, how can jewelry brands and stores with a long history be authentic online today?
Higgs said the challenge for them at David Webb is that their namesake has passed away (Webb died in 1975) so they cannot use the original designer as a primary source. But what they can, and do, do is use the brand’s archives to get a sense of the look and feel of the brand and then translate that online, creating an Instagram feed that is bold and colorful.
Kuckovic added that social media events like “Throwback Thursday” (#TBT) offer jewelry brands and stores with a long history a great opportunity to reflect on that history and share with followers.
The group also discussed venting and bickering online and the subject that most often leads to both today--politics.
For a legal perspective, Butler said that while bickering and venting online certainly is legal, there is a point where it crosses into libel, a published or written statement that is both false and damaging to a person’s reputation.
You can, for example, say that all the jewelry in store A is ugly, but you cannot say that all the jewelry in store A is stolen, she said.
The consensus among the group was not to engage in too much back-and-forth online but, rather, if there is a disagreement, to reply once online to show you are acknowledging the issue and then offer to take the conversation offline.
They advised against getting into protracted arguments on social media sites, and Perosi and Kuckovic both said they would avoid getting into politics on business accounts entirely.
“You’re selling beautiful objects. Portray a beautiful attitude. Display that online,” Perosi said.
The group also addressed authenticity--having a message that resonates and doesn’t seem forced or staged--something that even the biggest brands can struggle with in the social space. One example is Pepsi and the beverage brand’s recent fail with its Kendall Jenner protest ad, a spot that AdWeek described as “tone-deaf.”
So, how can jewelry brands and stores with a long history be authentic online today?
Higgs said the challenge for them at David Webb is that their namesake has passed away (Webb died in 1975) so they cannot use the original designer as a primary source. But what they can, and do, do is use the brand’s archives to get a sense of the look and feel of the brand and then translate that online, creating an Instagram feed that is bold and colorful.
Kuckovic added that social media events like “Throwback Thursday” (#TBT) offer jewelry brands and stores with a long history a great opportunity to reflect on that history and share with followers.
The group also discussed venting and bickering online and the subject that most often leads to both today--politics.
For a legal perspective, Butler said that while bickering and venting online certainly is legal, there is a point where it crosses into libel, a published or written statement that is both false and damaging to a person’s reputation.
You can, for example, say that all the jewelry in store A is ugly, but you cannot say that all the jewelry in store A is stolen, she said.
The consensus among the group was not to engage in too much back-and-forth online but, rather, if there is a disagreement, to reply once online to show you are acknowledging the issue and then offer to take the conversation offline.
They advised against getting into protracted arguments on social media sites, and Perosi and Kuckovic both said they would avoid getting into politics on business accounts entirely.
“You’re selling beautiful objects. Portray a beautiful attitude. Display that online,” Perosi said.
More on Events & Awards
The Latest
ColumnistsApr 07, 2026
Peter Smith: A Tip to the Post Office on Workplace CultureSmith recounts a recent trip to the post office that included an uncomfortable, embarrassing, and public exchange between two employees.
GradingApr 07, 2026
GIA CFO David Tearle to Retire in June John Cowley, who has more than 30 years of experience, is succeeding Tearle as the lab’s chief financial officer.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
CollectionsApr 07, 2026
Nerd Out Over Gemology Geek’s First Jewelry CollectionFounder Erica Silverglide has designed 35 colorful pieces set with fluorescing gemstones for the brand's first finished jewelry offering.
Weekly QuizApr 02, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsApr 07, 2026
Ukrainian Jewelers Highlighted In New Book“Ukrainian Jewelry | Contemporary Jewelry and Art Jewelry from Ukraine” features 33 contemporary Ukrainian designers and studios.
CollectionsApr 06, 2026
Fope’s New Jewelry Debuts Are Golden“The Golden Now” campaign celebrates the here and now with the brand’s signature styles and a selection of its new pieces.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsApr 06, 2026
Kecia Caffie, Corinne Bentzen No Longer With Signet JewelersSignet confirmed that Caffie, president of Zales and Banter, and Bentzen, who headed Blue Nile, have left the company.
CollectionsApr 06, 2026
Historian Tanzy Ward Pens Book on Black Victorians’ JewelryThe antique jewelry dealer talks about the importance of including Black Americans in jewelry history and preserving their stories.
SourcingApr 06, 2026
Gemfields Reports $51M Loss in 2025Both its mines faced challenges last year, from operational issues to disruptions in the market.
CollectionsApr 03, 2026
Taylor Swift’s ‘Elizabeth Taylor’ Video Puts Jewelry Front and CenterIconic pieces, like the Mike Todd Diamond Tiara, appear in the superstar’s new music video for her song inspired by the actress.
MajorsApr 03, 2026
Saks Global Says It Will Emerge From Bankruptcy This SummerThe luxury retailer, which went Chapter 11 in January, announced Thursday that it has secured $500 million in exit financing.
CollectionsApr 03, 2026
Buddha Mama Brings Its ‘Moon’ Locket To DallasThe one-of-a-kind locket, our Piece of the Week, opens to reveal three hidden images to keep close to your heart.
MajorsApr 02, 2026
Pandora Opens New Canadian Distribution Center Amid Tariff ConcernsThe new facility was also designed to better serve its growing customer base in Canada.
TrendsApr 02, 2026
Michelle Yeoh Fronts New Mikimoto Campaign The campaign is a tribute to the year 1893, when Kokichi Mikimoto created the world’s first cultured pearl.
GradingApr 02, 2026
GIA Debuts New Campus in TaiwanIt is the only GIA school to offer the GIA Graduate Gemologist program in Chinese.
MajorsApr 02, 2026
DCA Launches ‘Second Spark’ Workforce InitiativeThe initiative connects veterans and parents returning to the workforce with careers in jewelry retail.
MajorsApr 02, 2026
Hoover & Strong Names New National Sales RepresentativeThe wholesale manufacturer and precious metals refiner has appointed Michael Angelo as its new national sales representative.
MajorsApr 01, 2026
Foundrae Sues Pandora for Allegedly Copying Its Medallion DesignsFoundrae also accused the jewelry giant of copying its mood board style of marketing.
AuctionsApr 01, 2026
John Jacob Astor IV’s Titanic Pocket Watch Heads to AuctionA Patek Philippe for Tiffany & Co. timepiece owned by the American businessman who died on the Titanic will be offered at Freeman's Chicago.
SurveysApr 01, 2026
Consumers’ Outlook Improves Again in MarchThe Conference Board’s Consumer Confidence Index edged up, with optimism about the present outweighing worries about the future.
IndependentsApr 01, 2026
Zachary’s Jewelers’ Constance Polamalu to Release Children’s BookThe retailer’s Zach Bear gift comes to life in “Zach Bear and the Window Necklace,” which centers on curiosity, bravery, and helping.
ColumnistsMar 31, 2026
Q1 Clues That Reveal Where Your Jewelry Store’s Sales Are Heading These customer behavior patterns say a lot about how successful your jewelry store is going to be this year, Emmanuel Raheb writes.
CollectionsMar 31, 2026
Mejuri Adds Silver to ‘Puzzle’ CollectionMejuri’s popular collection of 18-karat yellow gold vermeil rings debuted in sterling silver alongside new “Puzzle” slider charms.
CollectionsMar 31, 2026
Buddha Mama, Ashley Longshore to Host Pop-Up in DallasThe Miami-based jewelry brand and the NYC-based artist will be in Dallas from April 9-11.
SourcingMar 31, 2026
NDC Designates April 8 as 'World Diamond Day'The initiative invites those in the industry to share stories on social media highlighting the meaning and impact of natural diamonds.
