Lilian Raji discusses the importance of having an intentional website design that aligns with your brand or store’s goals.
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![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. National Jeweler columnist Lilian Raji](https://uploads.nationaljeweler.com/uploads/25d49665ae1a2332b50e2c593a6ad8f9.jpg)
Lilian Raji gives advice to designers on how to make the most of great publicity opportunities.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. National Jeweler columnist Lilian Raji](https://uploads.nationaljeweler.com/uploads/b84f846bf0210c3e57738903782b92a4.jpg)
Lilian Raji offers advice to a business owner who is having trouble crossing the finish line with customers.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. National Jeweler columnist Lilian Raji](https://uploads.nationaljeweler.com/uploads/8c41f2b0f8190f2d99c10def004cf759.jpg)
Lilian Raji offers advice to a “small brand with big dreams” that is unsure of what its next step should be.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. National Jeweler columnist Lilian Raji](https://uploads.nationaljeweler.com/uploads/abcb117d8a493a73eb86a25caad8b6ce.jpg)
True evolution often involves taking a leap of faith, Lilian Raji writes upon her return after a personally challenging year.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2022_Lilian Raji.jpg](https://uploads.nationaljeweler.com/uploads/d8d749386146af0cc517148ca85dbde5.jpg)
Columnist Lilian Raji introduces readers to awareness, consideration, decision, and loyalty.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2021_Lilian Raji.jpg](https://uploads.nationaljeweler.com/uploads/de9869e0ee2939ed48ec99ce3f39386d.jpg)
Columnist Lilian Raji continues her tour of the customer journey by asking, who is your customer? And, what do they like?
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2021_Lilian Raji.jpg](https://uploads.nationaljeweler.com/uploads/91fe843130e95bd8b4c014bceb32cace.jpg)
If you’re having trouble answering this question, columnist Lilian Raji can help you get a started with a few fill-in-the-blank statements.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2021_Lilian Raji.jpg](https://uploads.nationaljeweler.com/uploads/8c27bf6dd5afb6982c75f8367c8fd9a5.jpg)
Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2021_Lilian Raji.jpg](https://uploads.nationaljeweler.com/uploads/1d7aefa7f9698997530b0f3cdffbdc3a.jpg)
National Jeweler’s resident PR adviser Lilian Raji returns with thoughts on the importance of never giving up and continuing to evolve.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2019_Lilian_Raji_NEW.jpg](https://uploads.nationaljeweler.com/uploads/c4680d9a57b17765a2b16c2fae3266dc.jpg)
Had a bad year? You’re not alone, writes our resident PR adviser, Lilian Raji, in her latest column.
![Lilian Raji is a strategic communications and public relations adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2019_Lilian_Raji_NEW.jpg](https://uploads.nationaljeweler.com/uploads/9095162e781f587093b6ff5569b722d5.jpg)
In the final installment of her series on internal influencers, Lilian Raji shares tips for gaining more Instagram followers organically.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2019_Lilian_Raji_NEW.jpg](https://uploads.nationaljeweler.com/uploads/62870f38b039c0195ce69d579c1dbf65.jpg)
Lilian Raji gives a lesson on hashtags in her latest column on influencer marketing. #Readit.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2019_Lilian_Raji_NEW.jpg](https://uploads.nationaljeweler.com/uploads/b456fa56818058727209260ba8f749df.jpg)
To start, it requires having someone on staff who has that certain je ne sais quoi, Lilian Raji writes.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2018_Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/3ffabf05960a3b85173e65a7bab73149.jpg)
Lilian Raji continues with her answer to last month’s question about micro-influencers.
![Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them. 2018_Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/8b0c7487264e455540ac6f63d33ec689.jpg)
Lilian Raji recommends you start by combing through your Instagram feed to find people with a sizable, engaged group of followers.
![Lilian Raji is a strategic marketing and public relations adviser. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. 2018_Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/7a9558ca831b4b6a1216be80b2258f42.jpg)
National Jeweler’s resident PR Adviser, Lilian Raji, responds to a jewelry designer who is feeling ignored.
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle companies sell more products and build loyalty with luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. 2018_Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/7fa877a09f4aea91cfe6771812c85de1.jpg)
A jewelry store or brand celebrating a major anniversary must go beyond crafting banners and throwing a big bash, Lilian Raji writes.
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. 2016-Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/f29a2d7b5af2ecac13e1c380b8330b4b.jpg)
Lilian Raji suggests jewelry designers take a cue from Daniel Day Lewis’ character in “Phantom Thread.”
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. 2016_Lilian-Raji-new.jpg](https://uploads.nationaljeweler.com/uploads/308686fa6ffb89016ac1b6b021d26e0a.jpg)
Yes, says Lilian Raji, though her affirmative answer comes with a few caveats.
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. 2016-Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/19d272ddb4d697ad25a5b08f772f5bfb.jpg)
Lilian Raji helps facilitate a conversation on how brands can determine if someone is violating their trademark and whether legal action is warranted.
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. 2016-Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/4e67012b2d959eeef907b591b2968f17.jpg)
Lilian Raji hates to give exhibitors another thing to think about before Las Vegas but … what’s your PR strategy?
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. 2016_Lilian-Raji-new.jpg](https://uploads.nationaljeweler.com/uploads/b8aa4c4005f3203dd9b5a728d5c3c2cd.jpg)
How do you know when your jewelry line or brand is ready for public relations? Lilian Raji will tell you.
![Lilian Raji is a strategic marketing and public relations adviser that helps luxury lifestyle brands sell more products to luxury buyers. Send questions for The PR Adviser to nationaljeweler@lmrpr.com or contact her at lilian@lmrpr.com. 2016-Lilian-Raji.jpg](https://uploads.nationaljeweler.com/uploads/035cd96b87edbb3ba538b00a963ccfaf.jpg)
Lilian Raji relinquishes control of her column this month to answer a question on how to obtain a licensing agreement with a major jewelry company.
![Lilian Raji is a strategic marketing and public relations adviser who helps luxury lifestyle brands sell more products to luxury buyers. 2016_Lilian-Raji-new.jpg](https://uploads.nationaljeweler.com/uploads/0925580f8b480204a44d4c0c80a7d136.jpg)
Lilian Raji took a break from her spectacular Italian vacation to help a jeweler in Barbados who’s looking to redesign her website.